WhatsApp Business Platform

Direct Send FAQ

Updated: Jul 31, 2026
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How does Direct Send work with the session-based pricing model?

Sending a Direct Send utility message follows the same session logic as sending a utility template message. When you send a Direct Send utility message, the system checks whether an open utility conversation already exists between you and the WhatsApp user:
  • If an open utility conversation exists: no new conversation is started, and the message is delivered within the existing session.
  • If no open utility conversation exists: a new utility conversation opens and lasts 24 hours from the first message.
Note: utility conversations are separate from service conversations and are billed independently. Learn more about pricing on the WhatsApp Business Platform.

I received a warning email about misusing utility messages as marketing messages. Can I request a review?

Yes. If you believe a template was flagged in error, you can request a review of it.
See Request a review of a flagged template for the full process. You can submit the request in Business Support Home⁠ under the Direct Send template updates tab. Navigate there directly, or use the Request a review link in WhatsApp Manager⁠, which redirects you to Business Support Home.
Find the affected templates with this request:
GET /<WABA_ID>/message_templates?source=AUTO_GENERATED&correct_category=MARKETING
If you don’t yet see the in-product review option, open a Direct Support ticket with the names and/or IDs of the flagged template(s). If you’re an end-client of a Solution Partner or managed partner, contact your partner for support directly.

If a template pause notification doesn’t include template information, how do I identify which messages will be blocked?

The pause webhook includes both the template name and language. Use that template name to view the paused template’s content:
GET /<WABA_ID>/message_templates?source=AUTO_GENERATED&name=<TEMPLATE_NAME>
Messages that match or closely resemble the paused template’s content are blocked during the specified time window.

Why does Direct Send auto-generate templates?

Templates are created so that you keep access to insights and granular troubleshooting, helping ensure messages sent through Direct Send comply with utility category guidelines.

How are auto-generated templates cleaned up?

Auto-generated templates are cleaned up in two phases:
  1. Templates created but never used to send a message are deleted after 24 hours.
  2. Templates previously used but inactive for a while (based on a configurable threshold) are archived periodically.

What happens if the template_name conflicts with an existing template?

If a template with the same name already exists but was not created by Direct Send, you receive error code 132021 asynchronously via the error webhook. Choose a different template_name. The name must be unique within your WABA, and non–Direct Send templates can’t be used to send Direct Send messages.

Do template_name templates fall back to onboarding templates?

No. Unlike the standard Direct Send flow, template_name templates do not fall back to onboarding templates. If template creation fails, the message is retried up to 3 times. If all retries are exhausted, you receive error code 131000 via the error webhook.

Can I use the same template_name across different WABAs?

Yes. The template_name uniqueness constraint is per-WABA, so you can reuse the same name in different WhatsApp Business Accounts without conflict.

What are the naming rules for template_name?

The template_name must use only lowercase alphanumeric characters and underscores (regex: ^[a-z0-9_]+$) and must not exceed 512 characters. If the format is invalid, you receive a synchronous error code 100 in the API response.