diff --git a/app/services/whatsapp/send_on_whatsapp_service.rb b/app/services/whatsapp/send_on_whatsapp_service.rb
index 20419c0cd..b8de35d1c 100644
--- a/app/services/whatsapp/send_on_whatsapp_service.rb
+++ b/app/services/whatsapp/send_on_whatsapp_service.rb
@@ -6,12 +6,10 @@ class Whatsapp::SendOnWhatsappService < Base::SendOnChannelService
   end
 
   def perform_reply
-    should_send_template_message = template_params.present? || !message.conversation.can_reply?
-    if should_send_template_message
-      send_template_message
-    else
-      send_session_message
-    end
+    return send_template_message if template_params.present?
+    return send_session_message if message.conversation.can_reply?
+
+    message.update!(status: :failed, external_error: I18n.t('errors.whatsapp.message_outside_messaging_window'))
   end
 
   def send_template_message
diff --git a/config/locales/en.yml b/config/locales/en.yml
index 735d52205..1efae55e1 100644
--- a/config/locales/en.yml
+++ b/config/locales/en.yml
@@ -154,6 +154,7 @@ en:
       invalid_token_permissions: 'The access token does not have the required permissions for WhatsApp.'
       phone_info_fetch_failed: 'Failed to fetch phone number information. Please try again.'
       phone_number_already_exists: 'Channel already exists for this phone number: %{phone_number}, please contact support if the error persists'
+      message_outside_messaging_window: 'Message not sent because the WhatsApp 24-hour customer service window is closed and no template parameters were provided. Send an approved template message instead.'
       reauthorization:
         generic: 'Failed to reauthorize WhatsApp. Please try again.'
         not_supported: 'Reauthorization is not supported for this type of WhatsApp channel.'
diff --git a/spec/services/whatsapp/send_on_whatsapp_service_spec.rb b/spec/services/whatsapp/send_on_whatsapp_service_spec.rb
index c27295b3e..850685718 100644
--- a/spec/services/whatsapp/send_on_whatsapp_service_spec.rb
+++ b/spec/services/whatsapp/send_on_whatsapp_service_spec.rb
@@ -72,6 +72,21 @@ describe Whatsapp::SendOnWhatsappService do
         expect(message.reload.source_id).to eq('123456789')
       end
 
+      it 'fails a free-form message without contacting the provider when outside the 24 hour limit' do
+        create(:message, message_type: :incoming, content: 'test', created_at: 25.hours.ago,
+                         conversation: conversation, account: conversation.account)
+        message = create(:message, message_type: :outgoing, content: 'test',
+                                   conversation: conversation, account: conversation.account)
+
+        expect(Whatsapp::TemplateProcessorService).not_to receive(:new)
+
+        described_class.new(message: message).perform
+
+        expect(message.reload.status).to eq('failed')
+        expect(message.external_error).to eq(I18n.t('errors.whatsapp.message_outside_messaging_window'))
+        expect(a_request(:post, 'https://waba.360dialog.io/v1/messages')).not_to have_been_made
+      end
+
       it 'marks message as failed when template name is blank' do
         processor = instance_double(Whatsapp::TemplateProcessorService)
         allow(Whatsapp::TemplateProcessorService).to receive(:new).and_return(processor)