Inbound vs Outbound WhatsApp Rules

Inbound vs Outbound WhatsApp Rules

Inbound vs Outbound WhatsApp Rules

WhatsApp messaging is regulated by Meta rules.
This means you cannot always message a customer freely. It all depends on who started the conversation and whether the WhatsApp session is still active.

This guide explains the difference between:

  • Inbound WhatsApp conversations

  • Outbound WhatsApp conversations

  • What you are allowed to send and when

What Is an Inbound WhatsApp Conversation?

An inbound conversation happens when the customer messages your business first.

Once the customer sends a WhatsApp message:

  • the conversation becomes active and is visible in the Waiting list

  • The chat is assigned to a user based on the incoming flow configuration

  • the users can reply with a free-form text message within the 24-hour Customer Service Window (CSW)

  • After the user’s reply, the conversation will be moved to Open

  • The users can keep sending free-form messages after every client’s reply within the CSW

  • If the CSW (24 hours) expires, the chat will be moved to Expired

  • Once expired, the chat can be reopened by sending a pre-approved template

What Is an Outbound WhatsApp Conversation?

An outbound conversation happens when your business wants to message the customer first.

This is used for:

  • appointment reminders

  • payment follow-ups

  • delivery updates

  • sales follow-ups

  • customer support updates

Outbound messaging is more restricted and requires an approved template.

Outbound Flow

  • The user must send an approved WhatsApp Template (The chat will be visible under Waiting)

  • Once the client replies, the chat will be moved to Open, and the CSW will start

  • The user can reply with a free-form text within the CSW (24 hours)

  • If no reply is sent within 24 hours, the conversation will fall under Expired

  • If the chat expired, the user will need to reopen the conversation with a pre-approved template

What Happens When a Chat Is Expired?

When the CSW expires:

  • the conversation is marked as Expired

  • the agent cannot send free-form messages

  • the only way to reopen the conversation is by sending a template

Done 🎯

You now know the difference between inbound and outbound WhatsApp messaging:

  • Inbound = customer starts → free-form replies allowed (CSW active)

  • Outbound = business starts → template required

  • Expired chat = CSW ended → template required again