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Message Types

The Reepli assistant sends two types of messages on WhatsApp: free text when the conversation is open, and pre-approved Meta templates when it is closed. This distinction is not a Reepli choice — it is imposed by Meta's policy.

The 24-hour rule

WhatsApp limits outbound messages outside a 24-hour customer service window that starts from the customer's last received message. Within this window: anything goes. Outside it: only templates pre-approved by Meta can be sent.

Type 1 — Free text response​

This is the default mode, used as soon as a customer has just written and the assistant replies right away.

Characteristics​

  • The assistant writes a tailored text based on the context and history.
  • No prior Meta approval.
  • Can contain emojis, line breaks, numbers, links.
  • Limit: 4,096 characters per message (WhatsApp limit).

Example​

The customer sends: "Hello, I'd like some information."

The assistant replies:

Hello! Gladly, tell me which service interests you and we'll find a slot together.

The text is sent as-is to WhatsApp, then displayed in the conversation thread on the Messages page.

When the assistant chooses free text​

  • The customer wrote within the last 24 hours.
  • The reply can't be standardized (every case is different).
  • The tone of the conversation is conversational.

This is the most common case: 90% of Reepli's outbound messages.

Type 2 — Pre-approved Meta template​

When the 24-hour window is closed, free text can no longer be sent. You must use a template that Meta has approved in advance.

Characteristics​

  • Fixed text, submitted to Meta for approval.
  • Can contain placeholders {{1}}, {{2}}, etc., filled dynamically with the right values.
  • Must declare a category (MARKETING, UTILITY, AUTHENTICATION).
  • Can contain buttons (reminder, link, quick reply).

Template example​

Imagine an appointment reminder template:

Hello {{1}}, your appointment at {{2}} is scheduled for tomorrow at {{3}}.
Reply OK to confirm or CANCEL to free up the slot.

At send time, Reepli fills the placeholders with real values pulled from your context. The customer receives:

Hello Sophie, your appointment at Salon Émilie is scheduled for tomorrow at 10:30 a.m. Reply OK to confirm or CANCEL to free up the slot.

When the assistant chooses a template​

  • An automatic behavior that runs outside the 24-hour window (reminders, post-service follow-ups, review requests).
  • Re-engaging a dormant customer.
  • A quote follow-up several days after sending.

You can view and manage the library of approved templates from the WhatsApp template administration page (admin only).

Meta approval

A newly created template can only be used once it is approved by Meta. Approval takes from a few minutes to 24 hours. As long as the status is pending, the behavior that depends on this template will send nothing.

Type 3 — No response​

In some cases, the assistant decides to send nothing. The message stays displayed in the thread but no reply is generated.

Use cases​

  • The customer sends an off-topic message (spam, wrong recipient).
  • The conversation is in human active mode: an operator has already replied, the assistant hands off.
  • The message contains only an emoji or an acknowledgment ("👍", "ok thanks").

No WhatsApp message is sent. The contact receives silence — which is often the right response.

Choosing between free text and template — automatic​

You don't have to choose yourself between free text and template. The assistant evaluates the situation and decides according to these rules:

  1. Did the customer send a message within the last 24 hours? → free text.
  2. Otherwise, does the current behavior have an associated Meta template? → template.
  3. Otherwise → no response.
BehaviorAssociated Meta template
Welcome & qualificationnone (always free text)
Appointment bookingappointment confirmation
D-1 appointment reminderD-1 reminder
H-2 appointment reminderH-2 reminder
Post-service follow-upsatisfaction survey
Quote follow-up (D+2 / D+5 / D+10)payment reminders
Dormant customer re-engagementnone (sent only if the window is open)
Review requestGoogle review request
12-month loyaltynone

Attachments and media​

For now, the Reepli assistant replies in text only (or text template). Automatic sending of images, videos or documents by the assistant is not enabled.

You can, however, send media manually from the Messages page by replying to a customer yourself.

Receiving media

Images, audio and documents received from a customer are stored in the conversation. Audio is even transcribed automatically so the assistant can respond to the content of a voice message.

Interactive buttons​

WhatsApp lets you send buttons (quick replies, calls to action). On the Reepli side:

  • Free text responses: no buttons (the assistant produces plain text).
  • Templates: buttons are defined in the Meta template itself at the time of its creation/approval.

To add buttons to a behavior, you therefore need to create a Meta template with those buttons and get it approved. This operation is admin only.

WhatsApp limits to keep in mind​

ElementLimit
Free text per message4,096 characters
Maximum send delay for free text24 h after the customer's last message
Buttons per template3 (quick reply buttons)
Placeholders per templateup to 10 ({{1}} to {{10}})
Template categoriesMARKETING, UTILITY, AUTHENTICATION

Going further​