Meta, which runs Facebook, Instagram and WhatsApp, only lets a business send a free-form reply for 24 hours after the customer's last message. This article explains what the Inbox shows when that window closes, how to restart a WhatsApp chat, and the limits on how many replies you can send.
When the window closes
On a Messenger or Instagram lead, an amber note appears above the message box, such as "Messenger only lets you reply within 24 hours of the customer's last message, and that time has passed. They'll need to message you again first." (Instagram says the same with its own name.) The box is greyed out and says "Replies are closed until the customer messages again". There is nothing to fix. When the customer writes again, the window reopens.
On a customer's conversation, the Replying by chip for that channel is greyed out, and the line under the box says the channel's 24-hour reply window is closed. See Texting a customer: new messages and replies in the Inbox.
Restart a WhatsApp chat with a template
WhatsApp is different. After 24 hours it only allows an approved template. The Inbox says: "It's been more than 24 hours since their last message, so WhatsApp only allows an approved template. Send one to restart the conversation — you can reply normally once they answer."
- Open the WhatsApp conversation.
- In the box above the message field, open WhatsApp template and pick one under Choose a template.
- Fill in each blank, labeled Blank {{1}}, Blank {{2}} and so on. A Preview shows the message.
- Click Send template. You'll see "Template sent."
Until WhatsApp is connected, the list shows sample templates and the line "Demo templates — connect WhatsApp to send for real." Nothing can be sent from them.
If you see "No approved templates yet", create one in Meta's WhatsApp Manager. Once Meta approves it, it appears here. See Connecting WhatsApp Business messaging.
Monthly allowance
Replies on WhatsApp, Facebook Messenger and Instagram share one allowance of 500 messages a month. It is the same on every plan. Past 500, replies keep going until your shop's monthly messaging spend cap is reached. Then sending stops with the message "Monthly messaging spend cap reached", which points you to Settings → Payments to raise the cap. See Your monthly SMS allowance, the spend cap, and hitting the limit.
Hourly limits
To protect your page from looking like spam, each channel allows 60 replies an hour for your shop and 20 an hour to any one person. Past that you'll see, for example, "Too many Facebook Messenger replies sent — try again in a bit. (Limit: 60 per hour.)" or "Too many replies sent to this recipient. (Limit: 20 per hour.)"
If a channel says it isn't connected
You'll see "[Channel] isn't connected to your shop, so this reply was not sent." Reconnect it in Settings → Integrations and send again. Test Drive shops save the reply but don't send it.
Related
- Connecting Facebook Messenger
- Connecting Instagram Direct Messages
- Connecting WhatsApp Business messaging
Frequently asked questions
Q: Why can't I reply to a Messenger or Instagram message from last week?
A: Meta only allows a free-form reply within 24 hours of the customer's last message. When they write again, the window reopens.
Q: Can I use a template on Messenger or Instagram?
A: No. Templates are for WhatsApp. On Messenger and Instagram you wait for the customer to message you.
Q: Does SalesThumb charge me for WhatsApp, Facebook and Instagram messages?
A: SalesThumb counts them against one shared allowance of 500 a month. Meta bills your own WhatsApp account for its usage. See the WhatsApp connection article for details.
Q: What happens after 500 messages?
A: Sending continues until your messaging spend cap for the month is reached. Then it pauses until you raise the cap in Settings → Payments or the month resets.
Q: Why was my reply refused as too many replies?
A: Each channel allows 60 replies an hour for your shop and 20 an hour to one person. Wait a bit and send again.