How WhatsApp Business works in the CRM

In two lines: MB Suite connects with the official WhatsApp Business platform. Everything is organized around the 24-hour window: inside it you reply with free text; outside it, only with a template approved by Meta.

What is the 24-hour window?

It's the central rule of WhatsApp Business, and Meta set it, not MB Suite. Every time a contact writes to you, a 24-hour window opens during which you can reply with free text messages, at no per-message cost.

Inside the window (the contact wrote less than 24 h ago): you chat normally, writing from the inbox.
Outside the window (more than 24 h have passed, or you want to start the conversation yourself): you can no longer send free text. You need a template approved by Meta.

That's why templates exist: they're the only way to write to someone when the window is closed. How to create and get them approved: WhatsApp templates: create, categories, and Meta approval.

How much does WhatsApp cost?

The price of messages is set by Meta, it changes by country and by conversation type, and it's billed outside of the MB Suite plan (against your WhatsApp Business account). Replying inside the 24-hour window usually has no per-message cost; starting with a template does.

Since Meta updates its prices frequently, we don't reproduce them here so as not to give you an outdated figure. The current rate is always on the official page:

- WhatsApp Business pricing: business.whatsapp.com/products/platform-pricing

What can and can't I send?

What content is allowed, how templates must look, and which practices can affect your number's quality are also defined by Meta in its policies. It's worth reading them before building your templates, because a message that breaks them can be rejected or lower your line's quality:

- WhatsApp Business policies: business.whatsapp.com/policy

Take care of your number's quality: write only to those who gave you their contact and keep your templates clear and honest. If many contacts block or report you, Meta can limit how many messages you send per day.

Where do I go next?

To get your number working: Connect or buy your WhatsApp line: the 3 modes.
To write and reply day to day: Reply in the WhatsApp Inbox: owner, salesperson, or AI agent.

Still have questions?

Ask MIA, the MB Suite AI assistant: open it with the MB AI button (⌘J) in the top bar. MIA knows the section you're in, so you can ask it about what you see on screen — and it can also answer how-to questions about using MB Suite.