What to do in practice
It starts or resets when a person messages the business. During that period, the business can reply with free-form messages; outside it, the platform requires an approved template to initiate contact.
- Record when the last inbound message arrived; that event opens or renews the window.
- Reply within the period and keep the conversation tied to the person's request.
- If the period has passed, check whether an appropriate approved template is available before messaging.
A simple review workflow
- Assign an owner and record the conversation context.
- Check the procedure against the current policy.
- Review the outcome and adjust the process when needed.
Platform rules and features can change. Check the official sources before changing your process and record when you reviewed them.
For new numbers, see the seven-day preparation cycle and WhatsApp's official guidance.