When initiating a conversation with a customer, WhatsApp requires you to use a pre-approved Message Template—previously referred to as a Highly Structured Message or HSM. You can submit Message Templates via the WhatsApp Template Manager on the MessageBird Dashboard.
When a customer proactively reaches out to your business, you can respond during the following 24-hour window at a reduced rate—these are called session messages. The 24-hour window is reset every time you receive an inbound message from the customer. If the 24-hour window passes, you can restart the conversation with the customer by sending a template message (replies outside the 24-hour window).
The price per session message and template message are calculated based on what you use. For more details, you can check our WhatsApp Business monthly plans, check our ‘How do we calculate pricing’ article for further details.