# Initiate WhatsApp conversations You need to follow the below guidelines when initiating conversations with your customers via the WhatsApp channel. ## Business-initiated conversations When initiating a conversation with customers via WhatsApp, you have to use a WhatsApp [message template](https://guides.clickatell.com/whatsapp-channel/channel-capabilities/whatsapp-message-templates). This starts the conversation, but the customer needs to respond to the message template to give consent for the interaction and open the conversation window. Once the conversation window is open, your business can freely communicate with the customer using free text messages (i.e., not a template) for a period of 24 hours. {% hint style="info" %} WhatsApp message templates go through an approval process before they can be used for sending. Find out more about WhatsApp message templates, template types, and how they are used [here](https://guides.clickatell.com/whatsapp-channel/channel-capabilities/whatsapp-message-templates). {% endhint %} Business-initiated conversations via template messages can be used for: * Time-sensitive notifications, e.g., flight status changes * Shipping order or delivery status updates * Two-factor authentication codes * Payment updates * And many more ## Customer-initiated conversations When customers initiate conversations with your WhatsApp Business account, a message template is **not** required. The fact that the customer initiated the conversation automatically provides consent for interaction between them and your business. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://guides.clickatell.com/whatsapp-channel/getting-started/initiate-whatsapp-conversations.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.