What is Session Messages?
Session Messages are free-form WhatsApp messages sent within 24 hours of a customer's last message, without requiring pre-approved templates. They enable natural conversation flow for instant customer support and sales interactions.
Session Messages Explained
Session Messages are WhatsApp messages that businesses can send freely within 24 hours of receiving a customer's message, without needing pre-approved message templates. Also known as service conversations or user-initiated conversations, these messages allow natural, real-time communication between businesses and customers.
For Indian businesses, Session Messages are crucial because they enable instant customer support and sales conversations. Unlike template messages that require WhatsApp approval, Session Messages can be personalized and conversational. Studies show that 67% of Indian customers expect responses within an hour on WhatsApp, making this 24-hour window critical for customer satisfaction.
Once the 24-hour window expires, businesses must use pre-approved template messages to re-engage customers, making Session Messages valuable for maintaining conversation momentum.
Examples
A Mumbai-based fitness studio receives a WhatsApp inquiry about membership packages at 2 PM. They can freely respond with pricing, schedule calls, share videos, and answer follow-up questions until 2 PM the next day without templates. A Delhi wedding planner gets a last-minute venue question from a bride. Within the 24-hour Session Messages window, they can share multiple venue options, coordinate with vendors, and provide real-time updates. A Bangalore dental clinic receives a booking request and can immediately confirm appointments, share location details, and send preparation instructions—all as natural conversation flows.
How It Works
Session Messages activate automatically when a customer sends any message to your business WhatsApp number. From that moment, you have exactly 24 hours to send unlimited free-form messages without restrictions. During this window, you can send text, images, documents, voice notes, and videos naturally. The conversation feels like chatting with a friend—no rigid templates required. If the customer replies during the 24 hours, the window resets, giving you another 24 hours of free messaging. Once the window expires without customer response, you must use pre-approved template messages to re-engage them.
Best Practices
- Respond within the first 2 hours for maximum engagement
Indian customers expect quick responses. Replying immediately shows professionalism and keeps conversations active within the 24-hour window.
- Ask follow-up questions to extend the conversation naturally
Encourage customer responses to reset the 24-hour timer. Ask about preferences, requirements, or clarifications to maintain the session.
- Share rich media like images and videos during sessions
Use the template-free window to send personalized content. Share product photos, demo videos, or location screenshots without approval delays.
- Track session expiry times to plan follow-ups
Monitor when 24-hour windows close. Prepare template messages in advance to seamlessly continue conversations after session expiry.
Common Mistakes to Avoid
- Sending promotional content instead of conversational responses
Fix: Use Session Messages for genuine customer service. Save promotional broadcasts for template messages to avoid appearing spammy.
- Missing the 24-hour window and losing conversation momentum
Fix: Set reminders or use automation tools to ensure responses within the session period before requiring templates.
- Treating all messages the same without session awareness
Fix: Understand when you're in a session vs. when you need templates. Train your team on the different messaging rules.
How Kraya Handles Session Messages
Kraya AI maximizes Session Messages effectiveness through its AI Qualification Agent that responds instantly within the 24-hour window, keeping conversations active. The platform automatically tracks session timings and sends intelligent bump-up messages before the window expires. Kraya's Follow-Up Sequences seamlessly transition from Session Messages to template-based nurturing when sessions end. The WhatsApp CRM overlay shows session status in real-time, helping sales teams prioritize active conversations and plan template message timing perfectly.
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Written by Abhyank Srinet
Founder & CEO, Kraya AI · ESCP Europe alumnus · Bootstrapped 3 companies · LinkedIn
Related Terms
WhatsApp Business API
WhatsApp Business API is Meta's official interface that allows businesses to send automated messages, handle customer service, and integrate WhatsApp with CRM systems at scale.
Template Messages
Template Messages are pre-approved message formats for WhatsApp Business API that allow businesses to initiate conversations with customers outside the 24-hour session window.
Team Inbox
A Team Inbox is a shared messaging workspace where multiple team members can view, respond to, and manage customer conversations from a single WhatsApp number or messaging channel.