Session Message
Session Messages are free-form WhatsApp messages that businesses can send within 24 hours of the customer's last message. They are free until 30 September 2026; from 1 October 2026 Meta charges them at each market's utility rate. Unlike templates, no approval process is needed – you reply as in a normal chat conversation.
What are Session Messages?
Session Messages are WhatsApp messages that businesses send during an active conversation – that is, within the 24-hour window following the customer's last message. During this phase, you can reply freely without using pre-approved templates.
The 24-hour window restarts with every incoming customer message. If a customer writes at 2:00 PM, you can send unlimited session messages until 2:00 PM the following day – text, images, documents, voice messages. The content is unrestricted as long as it complies with WhatsApp's terms of service.
Session messages are free for businesses until 30 September 2026. Meta never charges for incoming customer messages. Only the templates you send yourself to start a conversation outside the 24-hour window are billed, and their price depends on the category. Replies within the 24-hour window are free of charge until 30 September 2026; from 1 October 2026 Meta charges them at each market's utility rate.
Why are Session Messages Important?
The session concept turns WhatsApp into a true communication channel rather than a broadcast tool:
- Natural conversations – No template constraints, free-form messaging like any chat
- Cost efficiency – No template fees inside the session until 30 September 2026
- Fast support – Resolve issues directly without template delays
- Flexibility – Send media, links, emojis – anything goes
- Sales enablement – Product recommendations, consultations, cross-selling
The contrast with templates is crucial: outside the 24-hour window, only pre-approved, paid templates are allowed. Inside the session, you have complete freedom to communicate naturally.
Practical Example
A customer writes on Monday at 10:00 AM: "Do you have product X in stock?" Your support team replies immediately: "Yes, 5 units available. Want me to reserve one for you?" The customer confirms, and you send pickup details, opening hours, and a location map – all session messages, all without a template.
On Tuesday at 9:00 AM (23 hours later) the customer writes: "Can I pick it up tomorrow instead?" You reply: "Sure, we will hold it until Thursday." The window has restarted – another 24 hours of session messaging.
If the customer does not reply after Tuesday 10:00 AM and you want to send a reminder on Wednesday, you would need a template (e.g., "Reminder: Your reservation expires today").
Session Messages with SendSeven
SendSeven automatically displays whether the 24-hour window is active in every chat – a visual indicator with countdown. Your team instantly sees whether a free-form reply is possible or a template is required.
Hybrid mode: AI answers routine questions within the session automatically, complex queries are escalated to human agents. All replies – manual or automated – remain session messages as long as the window is open.
Cost transparency: the dashboard shows exactly which messages ran as session messages and which were billed as templates. GDPR-compliant, EU-hosted, 14-day free trial.