On the WhatsApp Business Platform, a business can't message a customer whenever it wants — it's important to understand this rule, especially if you plan to reach out to customers on your own.
Once a customer sends a message, you (or AI) can reply as much as you want for the next 24 hours — this is boliqAI's core job, and it's always free.
If a customer has gone quiet for 24 hours and you want to message them first (e.g. a renewal reminder, an offer), you need a Meta-approved template message — a fixed piece of wording that has to be approved by Meta once.
For example: "Your [agent]'s renewal is coming up on [date]" — the bracketed spots get filled in each time, but the underlying wording is fixed and can't be changed. Once Meta approves it, you can reuse the same template again and again.
This rule doesn't apply to AI's everyday replies, because the customer has already messaged first. Only proactive notifications sent on your behalf need a template — we'll guide you through this when it's needed.
Have more questions about this? Just ask.
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