A WhatsApp session, or conversation, lasts 24 hours. If the business initiates the conversation (that is: the business sends a message without an existing conversation already in place, and outside of a Customer Care Session) using a template message, a 24-hour business-initiated conversation begins.
Note:As of June 1, 2023, the business-initiated conversation category has been split into three new categories (each with their own template type and pricing structure): utility, authentication, and marketing conversations. If you send a template message, and an existing conversation in the template message's category does not already exist, a new conversation will start. If you send a template message while there is already a conversation in progress, and the category of the template and the category of the open conversation do not match, a new conversation will begin in the category of the template.
During this 24 hour conversation period, all non-template messages sent between the business and the customer are associated with the business-initiated conversation.
If the customer sends the business a message without an existing conversation in place, and the business responds to the message within the 24-hour Customer Care Session, a 24-hour service conversation (referred to as user-initiated conversations prior to June 1, 2023) begins when the business' response is delivered to the customer. During this 24-hour period, all non-template messages sent between the business and the customer are associated with the service conversation.
Note that conversations can overlap with, but are not the same as, WhatsApp Customer Care sessions. Learn more about Customer Care Sessions.