What Is a CSW and Why Is It Important in WhatsApp?

CSW stands for Customer Service Window. It is a Meta 24-hour time window rule during which the users can reply to a customer on WhatsApp using normal, free-form messages.

During the CSW, the conversation works like a regular chat.

Once the CSW expires, WhatsApp restricts messaging until a template is used.

How Does the CSW Start?

The 24-hour timer is not static. It resets completely every time the customer sends a new message to the business.

What Happens When the CSW Expires?

When the 24-hour window ends:

• the chat is marked as Expired

• users can no longer send free-form messages

• to contact the customer again, the users must send an approved WhatsApp Template

Done 🎯

CSW is one of the most important WhatsApp rules to understand:

• CSW active → reply freely

• CSW expired → template required

• Customer replies → timer resets

Once you understand CSW, WhatsApp messaging in Squaretalk becomes simple and predictable.