WhatsApp Business auto replies: a starter guide
What you need to know to answer customers instantly on WhatsApp: the right account type, the 24-hour window and template messages.
Published: · 1 min read
WhatsApp Business app or platform?
The WhatsApp Business app runs on a single phone and offers basic features such as a greeting message and quick replies. The WhatsApp Business Platform, which automation tools use, lets several team members work together, build flows and connect other systems.
| Feature | App | Platform |
|---|---|---|
| Use | One device | Teams and automation tools |
| Automation | Greeting and quick replies | Flows, conditions, integrations |
| Cost | The app is free | Meta charges by message type |
The 24-hour customer service window
When a customer messages you, a 24-hour window opens. Within it you can reply with free-form messages. After the window closes, you can only start a conversation with a template message approved by Meta.
Template messages
Templates are messages submitted to Meta for approval in advance. They fall into categories such as marketing, utility (like order updates) and authentication, and pricing depends on the category. Follow Meta’s WhatsApp pricing page for current rates.
Set up your first automation
- Connect your WhatsApp Business Platform account.
- List the questions you get most: delivery, returns, opening hours.
- Prepare a short answer for each, with a button where it helps.
- Route messages the automation doesn’t recognize to your team.
- Test with a second number and publish.
Good practice
- Send marketing messages only to people who agreed to hear from you.
- Always give customers a way to reach a person.
- Keep messages short; move long text behind a link.
- Write templates plainly; vague wording may not be approved.
See what WhatsApp automation can do on our WhatsApp page, and compare plans on our pricing page.
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