Inbox & Conversations
Channel Limitations
Each messaging platform has its own rules and limitations. Understanding these helps you communicate effectively and avoid disruptions.
Messaging windows
A messaging window is the time period during which you can send messages to a customer after they initiate a conversation.
| Channel | Standard Window | After Window Closes | Extended Options |
|---|---|---|---|
| 24 hours after customer's last message | Only approved message templates can be sent | None — templates are required | |
| 24 hours after customer's last message | Limited messaging | Human Agent tag extends the window for human agent responses | |
| Web Chat | No window — messages can be sent anytime during the session | Session ends when visitor leaves | Guest sessions have no persistent history |
WhatsApp 24-hour window
WhatsApp enforces a strict 24-hour messaging window:
- Within 24 hours of the customer's last message, you can send any type of message (text, media, etc.)
- After 24 hours, you can only send pre-approved message templates — free-form messages will be rejected
- Each customer message resets the 24-hour timer
- This applies to all WhatsApp Business API users, not just Qwetty
What this means for your team:
- Respond to customers promptly to stay within the window
- Have message templates ready for re-engaging customers after the window closes
- See Message Templates to create and manage templates
Instagram 24-hour window
Instagram also enforces a 24-hour messaging window, with a key extension:
- Within 24 hours of the customer's last message, you can send any supported message type
- After 24 hours, messaging is restricted
- Human Agent tag — If a human agent (not a bot) is handling the conversation, the response window is extended, allowing your team more time to resolve complex issues
- Each customer message resets the timer
What this means for your team:
- Prioritize Instagram conversations to respond within 24 hours
- For complex issues that require more time, a human agent can continue the conversation beyond the standard window
Web Chat (no window)
Web Chat has no messaging window restriction:
- Messages can be sent freely during the visitor's session
- Sessions are guest-based — there is no persistent history once the visitor leaves
- If the visitor returns, a new session starts
Supported message types by channel
| Message Type | Web Chat | ||
|---|---|---|---|
| Text | Yes | Yes (max 1,000 bytes) | Yes |
| Image | Yes | Yes (up to 10 in a collection) | Yes |
| Video | Yes | Yes (max 25 MB) | Yes |
| Document | Yes | PDF only (max 25 MB) | Yes |
| Audio | Yes | Yes (max 25 MB) | No |
| Sticker | Yes | Heart sticker only | No |
| Emoji Reaction | Yes | Yes | No |
| Message Template | Yes | No | No |
Other limitations
- Quality rating — Meta monitors message quality; poor ratings can restrict your messaging tier
- Template approval — Outbound templates must be approved by Meta before use
- Coexistence throughput — If connected via WhatsApp Business App coexistence mode, throughput is limited to 20 messages/second
- No group messaging — Instagram DMs via API are one-to-one only
- No message templates — Unlike WhatsApp, Instagram does not support template-based outreach
- Inactive requests — Messages in the Requests folder inactive for 30+ days are not returned via API
- Shared media — When customers share posts, reels, or stories, only the URL link is included
Web Chat
- No persistent sessions — Guest sessions end when the visitor leaves
- No push notifications — Visitors must have the widget open to receive messages
- Browser-dependent — Real-time messaging requires an active browser connection
Best practices
- Respond quickly — Stay within the 24-hour window on WhatsApp and Instagram
- Prepare templates — Have WhatsApp templates ready for follow-ups after the window closes
- Set expectations — Use auto-replies to let customers know your response time
- Use chatbots wisely — Bots can handle initial responses within the window, then hand off to humans
- Monitor channel health — Check Channel Dashboard regularly
Next steps
- Message Templates — Create templates for WhatsApp outbound messaging
- Inbox Overview — How the unified inbox works
- Connect WhatsApp — WhatsApp setup guide
- Connect Instagram — Instagram setup guide
Last modified on