WhatsApp applies a 24-hour rule for messages. Within 24 hours, use quick replies to respond quickly to frequently asked questions. After this period, you need a template, approved in advance by WhatsApp, to resume or start a conversation.
Quick replies
A quick reply is a standard answer you can use quickly and efficiently for frequently asked questions. Quick replies can be created by anyone within the organization and do not need prior approval.
Note: On WhatsApp, you can no longer use a quick reply if the customer’s last message is older than 24 hours. In that case, quick replies will automatically no longer be displayed in the platform.
Templates
A template is a standard message that does require prior approval from WhatsApp. You use templates to:
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Resume a conversation that has been inactive for more than 24 hours
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Start a completely new conversation with a customer
Key difference
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Quick replies → Fast responses within the first 24 hours after the customer’s last message
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Templates → Required to communicate outside WhatsApp’s 24-hour rule or to start a conversation
Tip
In the platform, templates are often labeled WhatsApp template or Message template, while quick replies have the name you’ve set yourself. Always make sure you use the correct message type to avoid delivery delays.