Understanding the types of messages you can send through the WhatsApp Business API is essential to stay compliant, optimize engagement, and build efficient customer conversations. In this guide, we'll break down the two main types: session messages and template messages.
The WhatsApp Business API separates messages into two main categories:
This structure helps businesses manage communication within WhatsApp's guidelines while enabling personalized, automated, and scalable interactions.
Session messages are replies sent to users within 24 hours of their last message to your business. This is known as the customer service window.
User: "Hi, when will my order arrive?"
Business: "Thanks for reaching out. Your order is scheduled for delivery tomorrow."
Template messages are pre-approved outbound messages used to start conversations or send notifications outside the 24-hour window.
These templates must be approved by Meta and fall under one of three categories:
Read more on using WhatsApp API for marketing →
"Your order #14521 has been shipped. Track it here: [link]"
"Special deal! 25% off your next purchase. Use code SAVE25 at checkout."
Explore more: WhatsApp marketing message examples and benefits →
| Feature | Session Messages | Template Messages |
|---|---|---|
| Initiated by | User | Business |
| Approval Needed | No | Yes (via Meta) |
| Time Window | Within 24h | After 24h |
| Use Cases | Support, help, follow-up | Notifications, updates, campaigns |
| Message Content | Freeform | Structured with placeholders |
| Message Category Required | No | Yes (Utility, Auth, Marketing) |
| Cost | Free (within 24h) | Paid per message |
To use the WhatsApp API properly, businesses must follow Meta's Business Messaging Policy:
Explore WhatsApp API broadcast rules →
As of the 2025 update, WhatsApp follows a per-message pricing model:
Want a breakdown of costs?
See the WhatsApp Business API pricing guide →
Sanoflow helps you manage both session and template messages with ease:
See how Sanoflow makes it easy →
Session messages are real-time replies you send within 24 hours of a user’s last message. These are ideal for support conversations and don’t need Meta approval. Template messages, however, are pre-approved, outbound messages used to reach users after the 24-hour service window. You’ll need Meta approval to send template messages, and they are billed based on message type.
Yes, but only if the user initiates the conversation about the product or service. If the topic is business-initiated or outside the original context, you must use a marketing template message through the WhatsApp API.
No, session messages do not need approval. They are sent during the 24-hour customer service window. Only WhatsApp template messages require pre-approval from Meta.
You can manage your templates directly in WhatsApp Manager, under the Message Templates section. Alternatively, use a platform like Sanoflow to manage, edit, and track your WhatsApp templates more efficiently.
You can link your WhatsApp product catalog to marketing template messages so users can browse items inside the chat. For better performance, pair templates with Click-to-WhatsApp Ads and connect conversions using the WhatsApp Conversions API.
Want to see real results? Check out WhatsApp marketing case studies here →
Understanding the types of messages you can send through the WhatsApp Business API is essential to stay compliant, optimize engagement, and build efficient customer conversations. In this guide, we'll break down the two main types: session messages and template messages.
The WhatsApp Business API separates messages into two main categories:
This structure helps businesses manage communication within WhatsApp's guidelines while enabling personalized, automated, and scalable interactions.
Session messages are replies sent to users within 24 hours of their last message to your business. This is known as the customer service window.
User: "Hi, when will my order arrive?"
Business: "Thanks for reaching out. Your order is scheduled for delivery tomorrow."
Template messages are pre-approved outbound messages used to start conversations or send notifications outside the 24-hour window.
These templates must be approved by Meta and fall under one of three categories:
Read more on using WhatsApp API for marketing →
"Your order #14521 has been shipped. Track it here: [link]"
"Special deal! 25% off your next purchase. Use code SAVE25 at checkout."
Explore more: WhatsApp marketing message examples and benefits →
| Feature | Session Messages | Template Messages |
|---|---|---|
| Initiated by | User | Business |
| Approval Needed | No | Yes (via Meta) |
| Time Window | Within 24h | After 24h |
| Use Cases | Support, help, follow-up | Notifications, updates, campaigns |
| Message Content | Freeform | Structured with placeholders |
| Message Category Required | No | Yes (Utility, Auth, Marketing) |
| Cost | Free (within 24h) | Paid per message |
To use the WhatsApp API properly, businesses must follow Meta's Business Messaging Policy:
Explore WhatsApp API broadcast rules →
As of the 2025 update, WhatsApp follows a per-message pricing model:
Want a breakdown of costs?
See the WhatsApp Business API pricing guide →
Sanoflow helps you manage both session and template messages with ease:
See how Sanoflow makes it easy →
Session messages are real-time replies you send within 24 hours of a user’s last message. These are ideal for support conversations and don’t need Meta approval. Template messages, however, are pre-approved, outbound messages used to reach users after the 24-hour service window. You’ll need Meta approval to send template messages, and they are billed based on message type.
Yes, but only if the user initiates the conversation about the product or service. If the topic is business-initiated or outside the original context, you must use a marketing template message through the WhatsApp API.
No, session messages do not need approval. They are sent during the 24-hour customer service window. Only WhatsApp template messages require pre-approval from Meta.
You can manage your templates directly in WhatsApp Manager, under the Message Templates section. Alternatively, use a platform like Sanoflow to manage, edit, and track your WhatsApp templates more efficiently.
You can link your WhatsApp product catalog to marketing template messages so users can browse items inside the chat. For better performance, pair templates with Click-to-WhatsApp Ads and connect conversions using the WhatsApp Conversions API.
Want to see real results? Check out WhatsApp marketing case studies here →
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