Support teams
WhatsApp for customer support teams
Support on WhatsApp breaks in a specific way: one number, several people, and no idea who is already replying. Then it breaks a second way, when somebody tries to answer a customer whose window closed overnight and the message silently never arrives.
One number, a whole team
Every conversation is a thread in a shared inbox, with the contact's full history attached — including the campaigns they were sent and anything your own backend sent them through the API. Threads are assigned, so two people do not answer the same customer, and updates arrive live rather than on a refresh.
How the inbox worksThe 24 hour window, where you can see it
WhatsApp lets you reply freely for 24 hours after a customer messages you, and refuses free-form messages after that. The inbox shows the window on the thread rather than letting somebody discover it by sending into silence, and offers the approved template that will reach them when it has closed.
Answering is free
A reply inside the window costs nothing, on either plan. WhatsApp stopped charging for service messages in July 2025 and we did not keep charging for them. Only the templates that start a conversation are counted, so a team that answers a lot is not a team that costs more.
What is countedThe questions you answer forty times a day
A flow can answer the common ones before a person sees them — where is my order, what are your hours, how do I return this — and hand over to the inbox the moment somebody asks something it does not know. The handover carries the conversation with it, so the customer does not repeat themselves.
Replies and handoverAlso