What is the 24-Hour Rule and How to Comply Effectively

Understanding the 24-Hour Rule for WhatsApp and Facebook Messaging

In the world of instant communication, platforms like WhatsApp and Facebook Messenger have implemented rules to maintain user privacy and control over messaging. One such important regulation is the 24-hour rule, which governs how businesses interact with users. This article delves into the details of the 24-hour rule, its implications, and how BotSailor helps businesses comply with these policies while ensuring seamless communication.

What Is the 24-Hour Rule?

The 24-hour rule refers to the window of time during which a business can send free-form messages (non-template messages) to a user after the user’s last interaction. Once the 24-hour window expires, businesses cannot send normal messages and must use approved template messages, often referred to as business-initiated messages, to re-engage the user.

Key Points About the 24-Hour Rule:

• The 24-hour period starts from the user’s last interaction, such as sending a message, reacting to a post, or clicking on a button.
• Within this window, businesses can send any type of message, including promotional, transactional, or conversational messages.
• After 24 hours, businesses are restricted from sending regular messages unless they use WhatsApp-approved template messages or sponsored messages on Facebook.

To learn how to create WhatsApp message templates that comply with this rule, read our detailed guide: How to Create a Message Template for WhatsApp by BotSailor.

Why Does the 24-Hour Rule Exist?

This rule is designed to:

1. Protect User Privacy: By limiting unsolicited messages, the rule ensures users are not overwhelmed by irrelevant or frequent notifications.
2. Encourage Timely Responses: Businesses are incentivized to respond promptly to user queries and maintain high customer satisfaction.
3. Ensure Compliance: The rule aligns with global privacy regulations, such as GDPR, by giving users control over their interactions.

What Happens After the 24-Hour Window Expires?

When the 24-hour window expires, businesses can no longer send free-form messages. Instead, they must:

1. Use Template Messages (WhatsApp):
• Template messages are pre-approved by WhatsApp to ensure compliance with their policies.
• These messages are often used for transactional purposes, such as order confirmations, appointment reminders, or issue resolutions.
• Templates can include dynamic placeholders to personalize messages.

For a step-by-step guide on creating message templates directly from WhatsApp Cloud API and mapping them to BotSailor, visit How to Create a Message Template from WhatsApp Cloud API and Map on the BotSailor.

2. Send Sponsored Messages (Facebook Messenger):
• Businesses can use paid messaging options to send promotional or re-engagement messages beyond the 24-hour window.
• Sponsored messages are useful for advertising campaigns or targeted offers.

How BotSailor Simplifies Compliance with the 24-Hour Rule

BotSailor is equipped with features that help businesses manage the 24-hour rule effectively. Here’s how:

1. Real-Time Timer for 24-Hour Window

BotSailor tracks the remaining time within the 24-hour window for each user interaction. Businesses can easily see how much time is left to send a regular message, ensuring they stay compliant.

2. Template Message Support

After the 24-hour window expires, BotSailor allows businesses to send WhatsApp template messages. These templates can be customized with placeholders for personalized communication, such as:

• "Hi {{name}}, your order #{{order_id}} is ready for pickup!"
• "We noticed you haven’t completed your purchase. Click here to finish it: {{link}}"

For more advanced templates, including creating carousel templates for showcasing multiple items or offers, check out How to Create WhatsApp Carousel Template with BotSailor.

3. Notifications for Expiring Windows

BotSailor sends alerts when a user’s 24-hour window is about to expire, enabling businesses to act promptly.

4. Effortless Template Message Submission

BotSailor simplifies the process of creating, submitting, and using WhatsApp-approved template messages, ensuring businesses can re-engage users even after the 24-hour window.

Practical Use Cases for the 24-Hour Rule

Customer Support Queries

• A user sends a query regarding a product. The business responds with detailed information within the 24-hour window. If further follow-up is needed after 24 hours, the business uses a template message to re-initiate the conversation.

Order Notifications

• A customer places an order and receives an order confirmation message. If there’s a delay or update after 24 hours, the business sends a template message with the updated information.

Abandoned Cart Reminders

• A user abandons their cart. Within 24 hours, the business can send a reminder. If the user doesn’t act, a template message is sent after 24 hours with a personalized offer.

Tips for Maximizing the 24-Hour Window

1. Respond Quickly: Use automation tools like chatbots to ensure timely responses within the window.
2. Engage Meaningfully: Focus on solving user issues or providing valuable information to encourage further interaction.
3. Plan Follow-Ups: Use template messages strategically for re-engagement after the window expires.

Conclusion

The 24-hour rule is an essential regulation for businesses using WhatsApp and Facebook Messenger. It ensures that user interactions remain relevant and respectful while offering businesses the opportunity to engage meaningfully. With BotSailor’s comprehensive tools, managing the 24-hour window and sending approved template messages becomes effortless. By leveraging these features, businesses can maintain compliance and build stronger customer relationships.

Start managing your 24-hour windows effectively with BotSailor and ensure your messaging strategy aligns with platform guidelines. For more information on how to set up template messages, visit our guide on How to Broadcast Messages to WhatsApp Subscribers Using Message Templates in BotSailor.