> ## Documentation Index > Fetch the complete documentation index at: https://docs.linkiasoft.com/llms.txt > Use this file to discover all available pages before exploring further. # Meta's rules for Messenger and Instagram > The 24-hour messaging window on Messenger and Instagram DMs, why there is no template to reopen a closed conversation, and what each send error means. WhatsApp lets you pay to reopen a conversation that has gone quiet, using an approved template. **Messenger and Instagram do not have that.** Once their window closes, there is no paid way back in — you wait for the customer. That single difference is behind almost every "why can't I reply to this chat?" on these two channels.

The 24-hour standard messaging window

Every message a customer sends you on Messenger or Instagram opens a **24-hour window**, and every new message from them restarts it. Inside the window you reply normally — text, images, voice notes, whatever the conversation needs. Outside it, Meta refuses free-form messages and the send fails in the inbox with a message explaining why. The clock runs from the **customer's** last message, not from yours. Ten replies from your side do not extend anything. ## How the three Meta channels compare | | WhatsApp Business | Messenger | Instagram | | ---------------------------- | ---------------------------------------------------------------------------------------------------- | --------------------------- | --------------------------- | | What opens the window | An inbound customer message | An inbound customer message | An inbound customer message | | Window length | 24 hours | 24 hours | 24 hours | | Inside the window | Anything, free | Anything | Anything | | Outside the window | An approved [template](/help/campaigns/template-approval), charged | Nothing you can rely on | Nothing you can rely on | | Broadcasts | Yes | No | No | | Comments | No | Yes | Yes | | Free 72-hour window from ads | Yes, from [Click-to-WhatsApp](/help/campaigns/meta-pricing-and-windows#the-72-hour-free-entry-point) | No | No | The row that matters operationally is the fourth one. On WhatsApp, a slow reply costs money. On Messenger and Instagram, a slow reply costs the conversation. ## What happens when you reply outside the window Meta does allow a few narrow exceptions — **message tags** — for things like order updates and customer feedback, and a **Human Agent** tag that extends the window to seven days for a real person answering a real question. Linkiasoft attempts a tagged send rather than blocking you locally, so if a tag is available to your Page you get your message out. But tags are approved per app and per Page by Meta, and the Human Agent one requires Meta App Review. When Meta refuses, the failure appears on the message in the inbox. | What you see | What it means | What to do | | -------------------------------------- | -------------------------------------------------------------------------- | ----------------------------------------------------------------------- | | *Outside the 24-hour messaging window* | The customer has not written for over a day. | Wait for them to message again. Nothing you send now will be delivered. | | *Outside the 7-day tagged window* | A tag was accepted before, but even the extended window has now closed. | Wait for them to message again. | | *Human Agent tag not approved* | This Page has not been granted the Human Agent feature by Meta App Review. | Reply inside 24 hours, or complete App Review for the Page. | | *Meta rejected the tag* | The tag reached Meta and was refused for this kind of message. | Treat the chat as closed until the customer writes again. | Do not plan around tags. They are a narrow exception for specific message types, not a general "reply late" mechanism, and using them for marketing is what gets a Page restricted. The reliable strategy on Messenger and Instagram is to answer inside 24 hours. ## Comments follow different rules Comments on your posts and ads are **not** bound by the DM window: * **Public replies** can be posted at any time. * **A private reply** — the one that turns a comment into a DM — is allowed **once per comment, within 7 days of it**. It buys you a single message, not a conversation: only when the person answers does a normal 24-hour window open. Full detail, including what happens when a private reply is refused, is in [Comments and posts](/help/inbox/comments-and-posts) and [Comment automations](/help/automation/comment-automations). ## Instagram specifics * The account must be a **Business or Creator** account linked to a Facebook Page. A personal account cannot be connected — see [Messenger & Instagram](/help/channels/facebook-instagram). * Instagram is stricter than Messenger about what it accepts outside the window, and refuses it with its own error rather than a Messenger-style one. The practical effect is the same: wait for the customer. * There are no Instagram templates and no Instagram broadcasts. For anything scheduled or bulk, use [WhatsApp, email or SMS](/help/campaigns/broadcasts). ## Replying from Meta's own apps breaks your reporting A reply typed in Meta Business Suite or the Pages app still reaches the customer, but it arrives here with no agent behind it: the response clock keeps running and nobody gets credit in [Agent KPIs](/help/analytics/agent-kpis). Pick one place to answer from. ## What this means day to day On WhatsApp a missed window is a bill. Here it is a lost customer, because there is no way to reach them again until they choose to write. A private reply is your one chance to convert a commenter into a conversation, and it expires after 7 days. There is no broadcast and no template on these channels. A list of Messenger contacts is not a marketing list. Windows close overnight and at weekends. The heatmap in [Analytics](/help/analytics/overview) shows exactly when yours are closing unanswered. Meta's own reference: the [Messenger Platform policy overview](https://developers.facebook.com/docs/messenger-platform/policy/policy-overview) and the [Instagram messaging documentation](https://developers.facebook.com/docs/messenger-platform/instagram). ## Related Connecting a Page and an Instagram Business account. The WhatsApp equivalents, and what each message type costs. Public replies, private replies and hiding. Every send failure and its cause.