What is Meta's 24-hour messaging window?

Meta's 24-hour messaging window is the rule that a business can send messages to a person on Instagram or Facebook freely for 24 hours after that person's last message. Each new message from the person restarts the clock. Outside the window, only specific, approved message types may be sent.

Why does the 24-hour window exist?

The window exists to protect people from spam. Meta's platforms are personal inboxes first, and the rule guarantees that businesses can only hold a conversation while the person is actually engaging in it. When the person stops replying, the business's ability to keep messaging expires with the window.

What happens when the window closes?

When 24 hours pass without a new message from the person, standard replies are no longer allowed through Meta's APIs. Businesses are limited to narrowly defined, pre-approved message types, and ordinary sales follow-up is not one of them. The reliable way to continue the conversation is for the person to re-engage — a reply, a comment, a story reaction — which opens a fresh window.

What does the window mean for DM sales teams?

For a sales team, the 24-hour window makes speed the whole game. A warm lead who commented on a post or replied to a story is reachable right now; the same lead two days later may not be reachable at all. Teams that respond in minutes book more calls than teams that respond tomorrow — not because of persuasion, but because of platform math.

It also changes what "follow-up" means. Follow-up on Instagram and Facebook is not an email drip you fire whenever you like. It has to be timed while the window is open, and it has to invite re-engagement rather than assume it.

How does Winly work within the 24-hour window?

Winly is built to operate inside Meta's rules, not around them. Winly connects through Meta's official APIs, and every automated workflow starts from an action a real person took — a comment, a story reply, a message. Scheduled follow-ups send only when the messaging window allows them, and when a window is closing, the play is speed: Winly's AI Copilot drafts the next reply so a rep can respond while the conversation is still open. No cold DMs, no messages to scraped follower lists — those are not part of how Winly works.