WhatsApp has categorized outbound (brand-to-user) messages into two major types. Here is a table summarizing the differences between the message types.



Session MessagePost-Session Message
1. Definition
Any message which is sent within 24 hours from the user's last message. Any message which is sent after 24 hrs from the user's last message.
2. NatureYou can send any nature of messages - promotional, transactional, conversational, etc. There is no need for approval from the WhatsApp team.Only messages of transactional nature are allowed. Also, only the message templates which are pre-approved by the WhatsApp team can be sent.
3. Initiate ConversationYou can't initiate a conversation with a new user. User have to initiate the conversation with you.You can initiate a conversation with a new user but only after getting his consent.
4. Content TypesYou can send rich-text (bold, italics, strike, monospace), image/video/audio, PDF/documents, location, contact messages.You can send rich-text (bold, italics, strike, monospace) messages.
5. PersonalizationPossible using dynamic parametersPossible using dynamic parameters
6. LimitThere is no limit within 24 hours. When the user replies again the 24 hours window resets.There is a limit on total messages you can send per day. The limit starts from 1000 msgs/day can be increased to 100,000 msgs/day. 
7. CostFreeWhatsApp charges brand for these messages.


Some more important features of WhatsApp Business messages:

  1. How does the 24-hour limit works?
  2. How the promotional nature of messages is decided?
  3. What are the different ways to initiate the conversation?
    1. User-Initiated Conversations
    2. Brand-Initiated Conversations
  4. What are different Message Content Types?
  5. How you can personalize the messages?
  6. How do the limits work?
  7. How much does WhatsApp charge?