WhatsApp's rules for property agents: templates, the 24-hour window and costs

1. The 24-hour customer service window

Each time a lead messages or calls your WhatsApp Business number, a 24-hour customer service window opens (or resets). Inside it you can send any type of message. When it closes, "you can only send pre-approved template messages". That is why a reply within minutes matters: while the lead's window is open, you can answer freely.

2. Templates and their categories

To message someone first, or after the window closes, you need a template Meta has approved. There are three categories:

• Marketing: anything promotional, such as a new launch invitation or "still looking?".
• Utility: specific to the person or essential to them, and non-promotional, such as acknowledging the enquiry they just made. Meta says utility templates must contain no "promotional or persuasive intent"; a template that mixes in promotion counts as marketing, and Meta re-checks categories over time.
• Authentication: one-time passcodes.

3. What it costs

Meta has charged per message since 1 July 2025, with rates by category and country. Meta has also announced that from 1 October 2026 it charges per message for service messages, the free-form replies inside the window. Rates and free allowances change, so check Meta's pricing page and service message pricing for the current figures. Meta bills these fees to the owner of the WhatsApp Business account.

4. Why marketing templates sometimes aren't delivered (error 131049)

Meta limits how many marketing template messages one person receives from businesses. If a person is at their limit, your template isn't delivered and you see error 131049, "not delivered to maintain healthy ecosystem engagement". The limit "adapts automatically over time based on a person's recent engagement levels". Retrying straight away makes it worse; Meta advises waiting at least 24 hours. Marketing messages sent inside an open customer service window don't count towards the limit.

In practice: a cold first message by marketing template often won't arrive. Getting the lead to message you first, through a "Chat on WhatsApp" button on your website or a Click-to-WhatsApp ad, opens the window and avoids the problem.

5. Opt-in comes first

Meta requires businesses to obtain opt-in before messaging people on WhatsApp, naming your business and making clear the person agrees to receive messages from you. Singapore's Do Not Call rules also apply: see PDPA and DNC for WhatsApp marketing.

6. Official platform only

Unofficial tools that automate a normal WhatsApp account can break WhatsApp's terms and put your number at risk. A WhatsApp Business Platform number is separate from your personal WhatsApp and built for automation.

How ORQADOS handles this

ORQADOS runs on Meta's WhatsApp Business Platform. It chooses the right approved template for each first contact (a utility reply to a fresh enquiry, a marketing template otherwise), enforces the 24-hour window, explains error 131049 in plain words and blocks same-day resends, and lets Chloe reply freely the moment a lead messages first. See the WhatsApp assistant.

Sources: Meta: sending messages and the customer service window; template categorisation; per-user marketing limits.

This guide summarises official sources as at 9 October 2026 and is not legal advice. Rules change; check the linked source, and your agency's compliance team, before relying on it.