- A business can reply freely for 24 hours after a customer message. Outside that window it needs an approved template.
- Since 1 July 2025 pricing is per message, with marketing templates always charged and utility templates free inside the window.
- From 15 January 2026 the terms restrict AI providers whose main product is a general assistant. Businesses using AI for their own customer support remain allowed.
An AI agent on WhatsApp is only as safe as its respect for the platform rules. Break them and you risk blocked messages, lower quality ratings and a suspended number. These are the rules that matter most. Always confirm current details in Meta’s documentation, because prices and terms change.
The 24 hour customer service window
When a customer messages you, a 24 hour window opens. Inside it you can send free form replies. When it closes, you can only start a conversation with an approved message template.
Template categories and cost
| Category | Use | Charge |
|---|---|---|
| Marketing | Offers, reminders to buy | Always charged per message |
| Utility | Order or booking updates | Free inside the service window, charged outside it |
| Authentication | One time codes | Charged per message |
| Service replies | Answers inside the 24 hour window | Free form, no template needed |
Meta changes rates only at the start of January, April, July and October. Check the current rate card for your country before you budget.
Consent and opt in
Contact people on WhatsApp only if they have opted in. Record how and when. Make it easy to stop. An agent that messages cold lists will lose quality rating fast.
Rules for the AI itself
- Tell users they are talking to an automated assistant, and offer a person.
- Do not collect sensitive data unless you need it and have a lawful basis.
- Keep a log of conversations and handoffs.
- Never invent prices, policies or availability. Answer from your approved content.
The 2026 AI provider terms
Meta’s WhatsApp Business Solution Terms from 15 January 2026 bar AI providers whose primary product is a general purpose assistant from using the platform. Reporting on the change says businesses that use AI for their own customer support are not affected. If you buy an agent, ask the provider how it fits these terms.
A short checklist
- Use the official Business Platform, not an unofficial tool.
- Get opt in and store it.
- Design the 24 hour window into every flow.
- Submit templates in the right category.
- Add a clear human handoff.
- Review pricing each quarter.
See how we build this in our WhatsApp AI agent service.