1. The 24-hour window is closed
WhatsApp only allows free-form messages within 24 hours of the contact’s last message to you. Outside that window — and always for a new contact who never wrote to you — only a pre-approved template message is delivered. Anything else is silently discarded by WhatsApp. What to do:- In iZap, failed messages show a red indicator with the reason. When the reason is the closed window, use the send template action to reopen the conversation.
- Create and submit templates in Dashboard → My Contents → Message templates.
Choose the Marketing category to introduce your business, or Utility
for transactional follow-ups. Meta usually approves within minutes (up to
24h). Every
{{1}}-style variable needs an example value for approval.