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Time-To-Live (TTL) for WhatsApp Templates: Customization, Defaults, and Compatibility
TTL is the time period during which a WhatsApp marketing message can be delivered after it is sent. If the person you’re sending it to is not available, WhatsApp will try to deliver the message about 3–5 times in the first 24 hours. If it still isn’t delivered, WhatsApp can keep trying for up to 30 days (depending on the message category and TTL you set).
Understanding TTL helps make sure your marketing messages reach people at the right time, stay relevant, and follow WhatsApp rules.
Example:
Imagine sending a payment reminder template:
"Hi user, your payment of ₹100000 is due on 5 Sep 2025. Please pay to avoid service interruption."
If TTL is set to 2 days (48 hours) and you send the message on 3 Sep 2025, WhatsApp will try to deliver it until 5 Sep 2025.
If the customer is offline during this period and does not come online by 5 Sep, the message will expire automatically.
Benefit: This ensures the reminder is delivered only while it is relevant and prevents sending outdated payment notices, giving the customer a better experience.
1. Default TTL
Template Type | Default TTL |
|---|---|
All messages except authentication templates | 30 days |
Authentication templates | 10 minutes |
Important: Authentication templates created before October 23, 2024, have a default TTL of 30 days.
2. TTL: Defaults, Min/Max Values, and Compatibility
Category | Default TTL | Customizable Range | Compatibility |
|---|---|---|---|
Authentication | 10 minutes | 30 seconds – 15 minutes | Cloud API + On-Premise API |
Utility | 30 days | 30 seconds – 12 hours | Cloud API only |
Marketing | 30 days | 12 hours – 30 days | Marketing Messages (MM) Lite API |
Authentication : Authentication messages have a default TTL of 10 minutes. The TTL can be customized within the range of 30 seconds to 15 minutes. This applies to both Cloud API and On-Premise API, ensuring flexibility and compatibility across platforms.
Utility: Utility messages have a default TTL of 30 days. The TTL can be customized within the range of 30 seconds to 12 hours. This option is supported only on the Cloud API, and is not available for On-Premise API
Marketing: Marketing messages have a default TTL of 30 days. The TTL can be customized within the range of 12 hours to 30 days. Currently, this is supported only via the Marketing Messages (MM) Lite API, not through the Cloud API.
3. Behavior When TTL is Exceeded
Messages not delivered within the default or customized TTL are dropped.
If no delivered message webhook is received before TTL expires, assume the message was dropped.
Minor delays in webhook may occur; consider a small buffer before marking the message as dropped.
4. TTL Support: API Comparison
Feature | MM Lite API | Cloud API |
|---|---|---|
Marketing Template TTL | Supported | Not supported |
Authentication & Utility TTL | Supported | Supported |
Note: Webhooks are not sent after TTL expires. Manual failure handling is required.
5. Key Points & Questions
Marketing Template TTL: Only allowed via MM Lite API; not via Cloud API.
Authentication TTL range: 30 seconds – 15 minutes
Utility TTL range: 30 seconds – 12 hoursTTL Management: Currently, TTL is supported for authentication and utility templates only.
User Input: TTL is user-defined within allowed ranges.
Existing Templates: TTL can be added to existing templates.