AI, explained
Can AI answer customer messages on WhatsApp?
The technology has not been the hard part for years. Meta's messaging rules are what actually shape the build.
The rule that shapes everything: the 24 hour window
When a customer messages you, a 24 hour customer service window opens. Inside it you can reply freely with whatever text, images or buttons the conversation needs, and an AI agent can handle that end to end. Once the window closes you can no longer send free text. You may only send a message template that Meta has approved in advance, in a defined category.
| Situation | What you can send | Notes |
|---|---|---|
| Customer messaged in the last 24 hours | Any free form reply | This is where an AI agent does its work |
| More than 24 hours since their last message | Pre-approved templates only | Templates are submitted and reviewed before use |
| Outbound marketing | Marketing category template | Requires opt in, and is the most expensive category |
| Order updates, reminders, alerts | Utility category template | The workhorse for transactional messaging |
Meta has changed how it prices these categories more than once, so check current rates before you model the cost of a campaign. The structural point holds regardless: replying is cheap and easy, initiating is regulated and priced.
What number you need
The number has to be registered to the WhatsApp Business Platform and cannot already be in use on the consumer WhatsApp app or the standalone Business app. Your business goes through verification and your display name is reviewed. Plan for a few days of administration before a single message flows, and decide early whether you are moving your existing number or standing up a new one, because moving it is one way.
What to automate first
Start with the five questions you answer most often. Opening hours, availability, price ranges, location and how to book usually cover more than half of inbound volume on their own. After that, order or booking status, document collection, and appointment reminders with a reschedule option. Each of these has a clear right answer, which is what makes it safe to automate.
Handover is the part people skip
An agent that cannot hand over is a complaint generator. Define the triggers explicitly: two failed attempts at the same question, an explicit request for a human, anything touching money, health, legal matters or a cancellation, and any message where the customer is clearly annoyed. When it hands over, the person picking it up needs the full history in front of them rather than a fresh conversation. Log every exchange, because at some point you will need to show what was said.
Digiton builds these on the official platform and then runs them, in Portuguese, English and French. A short AI audit looks at your actual message volume and tells you what share of it is safely automatable.
Frequently asked questions
Can AI answer WhatsApp customer messages automatically?
Yes, using the official WhatsApp Business Platform. Inside the 24 hour window that opens when a customer writes to you, an AI agent can reply freely in any language and at any hour. Outside that window you can only send message templates that Meta approved in advance, in a defined category.
What is the WhatsApp 24 hour window?
It is the period that starts when a customer sends you a message. During those 24 hours you can respond with free form content, which is where automated replies operate. After it closes you may only send pre-approved templates, and each new customer message reopens the window.
Do I need a new phone number for WhatsApp automation?
You need a number registered to the WhatsApp Business Platform, and it cannot be active on the consumer app or the standalone Business app at the same time. You can migrate an existing number, though that is a one way move, or register a new one. Either way, allow time for business verification and display name review.
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