WhatsApp's own rules
WhatsApp is strict about how businesses message people, to protect customers from spam. These rules come from Meta, not from KiliChat, and they apply to every business on the WhatsApp Business Platform. KiliChat follows them for you where it can and warns you when something isn't allowed.
INFO
Meta changes its rules and numbers from time to time. This page describes how they work in general. For the latest details, see Meta's WhatsApp Business Messaging Policy.
What is the 24-hour window?
When a customer sends you a message, a 24-hour customer-service window opens. For 24 hours after their latest message, you can reply with anything: normal text, photos, videos, documents and voice notes. Each new message from the customer starts the 24 hours again.
When 24 hours pass with no message from the customer, the window closes. After that you can only send a template: a message Meta has approved in advance.
How do I know if the window is open?
KiliChat shows it in several places in the inbox:
- Under the customer's name at the top of the chat: Can reply freely (green) or Templates only (amber).
- In the panel on the right: 24h window is Open or Closed.
- Above the message box when it's closed: 24-hour window closed: send an approved template. The box says Free-form replies are locked until the customer writes again, and Attach is greyed out.
- The 24h button in the inbox filters shows only customers you can still reply to freely.
Why can't I just type a message to a customer?
If the customer hasn't written to you in the last 24 hours, WhatsApp only allows a template. In KiliChat, click Template under the message box, choose an approved template and fill in any blanks. If the customer replies, the window opens again and you can chat normally.
This also applies to new contacts you've added or imported who have never messaged you: start with a template. Learn how to create one in Templates.
What is a template?
A template is a message you write once and send to Meta for approval. Meta checks it isn't spam or misleading, usually within minutes to a day. Templates can have blanks like {{1}} for the customer's name or an order number, plus buttons and a photo.
Meta puts each template into a category, which also decides its price:
| Category | Used for | Example |
|---|---|---|
| Marketing | Offers, announcements, new arrivals, festival greetings | "Diwali sale: 20% off all sarees this week!" |
| Utility | Updates about something the customer already did or asked for | "Your order #1234 has shipped." |
| Authentication | One-time passwords and login codes | "Your code is 482913." |
More in Templates and What it costs.
Do customers need to agree before I message them?
Yes. This is called opt-in. Before you send someone a template, they must have given you their number and agreed to get WhatsApp messages from your business. For example, they ticked a box on your website, signed up at your shop counter, or messaged you first.
- Only add or import people who agreed. KiliChat reminds you of this when you import a CSV.
- Keep a note of how each person agreed, in case Meta asks.
- Don't buy phone number lists. Messaging people who never agreed is the fastest way to get your number blocked.
What happens when a customer says STOP?
When a customer sends STOP or UNSUBSCRIBE as their whole message, KiliChat:
- marks them as Opted out;
- replies "You have been unsubscribed. Reply START to subscribe again.";
- stops any chatbot flow that was running for them.
After that, they won't get templates or broadcasts from you. They can still write to you, and your team can still reply in the inbox while the 24-hour window is open. If they send START, they're subscribed again.
Admins can change the opt-out words under Settings → Automation → Opt-out keywords. See Opt-outs and subscriptions.
What is the quality rating?
Meta gives every WhatsApp number a quality rating based on how customers react to your messages over the last week or so. It goes down when many people block you or report you as spam, or ignore your messages.
| Rating | Meaning |
|---|---|
| Green (high) | Customers are happy with your messages. |
| Yellow (medium) | Some customers are blocking or reporting you. Slow down and check what you're sending. |
| Red (low) | Many customers are unhappy. Meta may stop you from messaging more people, and your number may be restricted if it continues. |
Admins can see the current rating in Settings → WhatsApp connection, on the Token accepted by Meta line ("quality GREEN", for example). WhatsApp Manager shows it too.
How to keep your rating green
- Only message people who opted in.
- Send fewer, more useful marketing messages, not daily offers.
- Make it clear who you are in the first line.
- Send to people who are likely to care, using segments.
- Respect STOP straight away. KiliChat does this for you.
Meta can also pause or disable a single template whose quality drops, even if your number is fine.
What are messaging limits?
Meta limits how many different customers you can start conversations with (by sending templates) in a rolling 24 hours. A new number starts with a low limit. Meta raises it automatically as you send messages that customers don't block or report, and when your business is verified with Meta.
- Replying to customers who wrote to you first doesn't count towards the limit.
- The limit counts people, not messages: sending three templates to the same customer counts once.
- If your quality rating drops, Meta may stop raising your limit, or lower it.
You can see your current limit in WhatsApp Manager. KiliChat itself never limits how many messages you send. If a large broadcast goes over your limit, Meta may refuse the extra messages, and KiliChat shows them as failed with Meta's reason. See Broadcasts.
What is the WhatsApp display name?
Your display name is the business name customers see in WhatsApp. Meta reviews it when you connect a number, and again when you change it. It must:
- clearly relate to your business, for example matching your shop sign, website or brand;
- not be just a generic word ("Sale", "Offers") or a person's name, unless that's really the business name;
- follow normal capitalisation (no ALL CAPS unless your brand is written that way).
If Meta rejects it, your number may be limited until you set an approved name. You change it in WhatsApp Manager, not in KiliChat.
What about the green tick?
The green or blue tick next to some business names is a separate badge from Meta (such as Meta Verified). It isn't needed to use KiliChat, and KiliChat can't give it to you. Ask us if you'd like help applying.
What content isn't allowed on WhatsApp?
Meta's Commerce Policy bans selling some things on WhatsApp, including alcohol, tobacco, weapons, adult products, drugs and some medical products. Gambling, loans and some health products have extra rules. If your business is in one of these areas, talk to us before you start.
What happens if I break the rules?
Meta may lower your messaging limit, pause templates, or restrict or ban your number. KiliChat may also suspend an account that puts the service or other clients at risk, as our Terms of Service explain. If Meta warns you, contact us and we'll help you work out what to change.