A session message is a free-form message that a business can send to a customer on WhatsApp within 24 hours of the customer's last message, without requiring a pre-approved template.
What is a session message?
A session message (also called a conversation-window message) is any message a business sends to a customer on WhatsApp Business API within 24 hours of the customer's most recent inbound message. During this 24-hour window, businesses can send free-form text, images, videos, documents, and interactive messages without needing pre-approved templates. The window resets each time the customer sends a new message.
Why session messages matter
Session messages are where real conversations happen. Unlike templates, which are structured and pre-approved, session messages allow agents and chatbots to respond naturally, ask clarifying questions, share custom content, and resolve issues in real time. This flexibility is essential for customer support, sales consultations, and interactive shopping experiences.
Understanding the session window is also critical for cost management. Session-initiated conversations (where the customer messages first) are typically priced differently than business-initiated template conversations, and many businesses benefit from strategies that encourage customers to initiate contact.
Session window rules
- 24-hour window — Starts when the customer sends a message. The business can reply freely until the window expires.
- Window reset — Each new customer message resets the 24-hour clock.
- After expiration — The business must use an approved template to re-initiate the conversation.
- No content restrictions (within policy) — During the session, businesses can send any content type that complies with WhatsApp Commerce and Business policies.
Best practices
- Respond quickly — the 24-hour window is generous, but customer expectations for chat response times are measured in minutes.
- Use automated replies and chatbot flows to acknowledge messages instantly, even when human agents are unavailable.
- Track session window status in your messaging platform to avoid sending free-form messages after the window expires.
- Design customer journeys that encourage inbound messages (QR codes, click-to-chat links, website widgets) to open session windows.
- Train agents to resolve issues within the session whenever possible to avoid the cost and friction of re-initiating with a template.
How SkedX Flow manages sessions
SkedX Flow tracks session windows in real time, alerting agents when windows are about to expire and automatically switching to template-based messaging when needed. The unified inbox shows session status for every conversation, ensuring seamless handoffs between session and template messaging. Explore SkedX Flow to manage your WhatsApp conversations.
