> ## Documentation Index
> Fetch the complete documentation index at: https://docs.cura.so/llms.txt
> Use this file to discover all available pages before exploring further.

# Messaging windows by channel

> Some channels only let you send a free-form reply for a set time after the customer's last message. This is set by the platform, not by Cura — here's the limit for each channel and what to do.

Some channels only let you send a free-form reply for a limited time after the customer's last message. Once that window closes, your reply — whether typed by you, sent by the AI, or fired by a workflow — is blocked until the customer messages again.

This is **not a Cura setting and not an error**. It's a rule set by the platform (Meta for WhatsApp, Messenger, and Instagram) to protect people from businesses messaging them out of the blue. Cura simply follows it.

<Info>
  This page is about **by-design platform windows**, not connection problems. If a reply fails and the channel has no window (LINE, Telegram, website), see [A customer didn't receive my message](/faqs/message-not-received) instead.
</Info>

***

## The window for each channel

| Channel            | Free-form reply window                    | After the window        | Set by    |
| ------------------ | ----------------------------------------- | ----------------------- | --------- |
| **WhatsApp**       | 24 hours from the customer's last message | Blocked — no exceptions | Meta      |
| **Messenger**      | 24 hours free-form, then up to 7 days     | Blocked after 7 days    | Meta      |
| **Instagram**      | 24 hours free-form, then up to 7 days\*   | Blocked after 7 days    | Meta      |
| **LINE**           | Always open                               | —                       | No window |
| **Telegram**       | Always open                               | —                       | No window |
| **Website widget** | Always open                               | —                       | No window |

<Note>
  \*Instagram's 24-hour-to-7-day window relies on a Meta feature (the Human Agent tag) that Meta must approve for your connected account. Until it's approved, replies sent between 24 hours and 7 days fail with a *"pending Meta approval"* message. See [Instagram: the extra approval step](#instagram-the-extra-approval-step) below.
</Note>

***

## Why the window exists

The short version: **Meta doesn't want businesses messaging people who haven't messaged them recently.** The clock starts on the customer's **last inbound message** and resets every time they send you a new one.

* **WhatsApp** gives you a hard **24-hour** service window. There's no extension — once 24 hours pass with no new message from the customer, free-form replies are blocked.
* **Messenger and Instagram** give you **24 hours** to reply freely, then a longer **7-day** window for genuine human follow-up (a support agent picking the conversation back up). After 7 days, even that closes.
* **LINE, Telegram, and the website widget** have **no window at all** — you can reply whenever you like.

<Warning>
  There is no owner-side setting that reopens a closed window. Cura does not send WhatsApp template or broadcast messages, so on WhatsApp the only way back in is for the customer to send a new message.
</Warning>

***

## What you'll see when a window is closed

When you (or the AI) try to reply after the window has closed, the message shows **failed** in the conversation, with a plain-language reason:

* **WhatsApp:** *"WhatsApp only allows free-form replies within 24 hours of the customer's last message."*
* **Messenger / Instagram:** a notice that replies are only allowed within 7 days of the customer's last message.

In the reply box you may also see a **Response Window Closed** notice before you even send. See [Replying to a customer](/inbox/replying-to-a-customer).

***

## What to do

<Steps>
  <Step title="Check when the customer last messaged you">
    Open the conversation and look at the customer's most recent inbound message. Compare its time against the limit for that channel in the table above.
  </Step>

  <Step title="Wait for the customer to message again">
    Any new message from the customer **reopens the window** — a fresh 24 hours on WhatsApp, or 24 hours / 7 days on Messenger and Instagram. Once they've messaged, your reply will send.
  </Step>

  <Step title="Reply promptly next time">
    The single best way to avoid a closed window is speed. Fast first responses keep you well inside the window — which is exactly what your AI is for.

    <Tip>
      Leave your AI on for these channels so the first reply lands in seconds, not hours. A conversation answered quickly almost never runs into a closed window.
    </Tip>
  </Step>
</Steps>

***

## Instagram: the extra approval step

Instagram's 24-hour-to-7-day window depends on Meta's **Human Agent** feature, which Meta must approve for your connected Instagram account through its app-review process.

* **Until it's approved:** replies within the first 24 hours work normally, but a reply sent between 24 hours and 7 days fails with *"this Instagram account is pending Meta approval for replies outside the 24-hour window. Contact support."*
* **The fix:** reply within 24 hours wherever you can. To unlock the 24-hour-to-7-day window, Meta needs to approve the Human Agent feature for the connected app — [contact support](mailto:support@cura.so) so we can complete Meta app review with you. Include your workspace name and the Instagram handle.

<Note>
  WhatsApp and Messenger don't need this extra approval. Only Instagram's extended window depends on Meta's Human Agent review.
</Note>

***

### Related articles

* [A customer didn't receive my message](/faqs/message-not-received)
* [My AI isn't replying — what do I check?](/faqs/ai-not-replying)
* [Replying to a customer](/inbox/replying-to-a-customer)
* [Frequently asked questions](/faqs/frequently-asked-questions)