Why templates are required
WhatsApp limits when a business can message a customer. The key concept is the 24-hour customer service window.- When a customer sends you a message, a 24-hour window opens. Inside that window your agent can reply with free-form messages (text, media, interactive messages) at no Meta messaging charge.
- Once 24 hours pass without a new message from the customer, the window closes. You can no longer send free-form messages.
- To reach a customer outside the window, or to start a brand-new conversation, you must send an approved template. Sending a template re-opens the conversation.
Templates protect customers from spam. Because anyone could otherwise message at any time, Meta requires that the first message outside an open window follow a format it has reviewed and approved.
Template categories
Every template belongs to one of three categories: Marketing, Utility, or Authentication. The category affects how Meta reviews the template and how much each message costs.| Category | Use it for |
|---|---|
| Marketing | Promotions, offers, announcements, re-engagement |
| Utility | Order updates, appointment reminders, account notifications tied to a transaction |
| Authentication | One-time passcodes and verification codes |
Meta bills template messages directly to your WhatsApp Business Account (WABA) payment method. These charges are separate from your Nexor plan. See Meta’s pricing for current rates.
Creating templates
Create templates in Nexor under Integrations → WhatsApp → Templates, or from Channels in an agent’s settings via Manage templates. Choose the type and category, configure the content and example values, then submit for Meta review. All reviews are performed by Meta.This guide is adapted from the Kapso documentation. Nexor uses Kapso as its WhatsApp infrastructure provider — credit and thanks to the Kapso team.