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WhatsApp defines two types of outbound messages: template messages and session messages. Which type is required depends entirely on whether an active 24-hour conversation window exists. Getting this distinction right is essential for both compliance and deliverability — using the wrong message type will result in delivery failure.

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What this covers

  • The difference between template and session messages
  • When each type is required
  • Where templates are mandatory in Galantis
  • Practical implications for agents and automation builders

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Message type comparison

Template MessageSession Message
Requires Meta approvalYes — must be approved before useNo — free-form content
When it can be sentAny time, inside or outside the windowOnly within an active 24-hour window
ContentFixed structure with optional dynamic variablesFree-form text, images, documents
Use in campaignsRequiredNot permitted
Use in automationsRequiredNot permitted
Use in Inbox (window open)Optional — session message preferredPermitted
Use in Inbox (window closed)RequiredNot permitted

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Template messages

Template messages are pre-approved by Meta before they can be sent. They have a fixed structure — header, body, footer, and buttons — with dynamic variables that are populated at send time from customer or order data. Templates are required for:
  • All campaign broadcasts
  • All automation-triggered messages
  • Any proactive outbound message to a customer when no active conversation window exists
  • Inbox agent replies when the 24-hour window has closed
Templates must be submitted and approved via Templates → New Template before they can be used. Approval typically takes minutes to a few hours. A template in DRAFT or REJECTED status cannot be sent.
The template category must accurately reflect the message content. Submitting a marketing message as a Utility template to bypass restrictions is a policy violation and a common cause of template rejection. Meta actively reviews category compliance.

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Session messages

Session messages are free-form and do not require approval. They can only be sent within an active 24-hour conversation window — meaning the customer must have sent an inbound message within the last 24 hours. Session messages are available to:
  • Inbox agents replying to an active inbound conversation Automation Action Nodes always send approved WhatsApp templates. Template messages are required for all automation-triggered messages.
Session messages support free-form text and rich media, giving agents flexibility to respond naturally to customer questions without needing a pre-approved template.

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Practical implications

For campaign builders — every campaign requires a template. There is no session-message equivalent for broadcast sends. Plan template creation and approval time into your campaign scheduling. For automation builders — every Action node sends a template. When building flows, ensure the template assigned to each Action node has APPROVED status before activating the automation. Automations with unapproved templates are flagged and cannot be activated. For Inbox agents — the Inbox reflects the current window state. When a window is active, agents can type freely. When it is closed, they must select an approved template to re-open the conversation. Agents do not need to manually determine which mode applies.