diff --git a/app/javascript/dashboard/components/widgets/WootWriter/ReplyBottomPanel.vue b/app/javascript/dashboard/components/widgets/WootWriter/ReplyBottomPanel.vue
index e7a0b5995..636601dcb 100644
--- a/app/javascript/dashboard/components/widgets/WootWriter/ReplyBottomPanel.vue
+++ b/app/javascript/dashboard/components/widgets/WootWriter/ReplyBottomPanel.vue
@@ -80,7 +80,7 @@
         @click="toggleMessageSignature"
       />
       <woot-button
-        v-if="showWhatsappTemplatesButton"
+        v-if="hasWhatsappTemplates"
         v-tooltip.top-end="'Whatsapp Templates'"
         icon="whatsapp"
         color-scheme="secondary"
@@ -275,9 +275,6 @@ export default {
     showMessageSignatureButton() {
       return !this.isPrivate && this.isAnEmailChannel;
     },
-    showWhatsappTemplatesButton() {
-      return !this.isOnPrivateNote && this.hasWhatsappTemplates;
-    },
     sendWithSignature() {
       const { send_with_signature: isEnabled } = this.uiSettings;
       return isEnabled;
diff --git a/app/javascript/dashboard/components/widgets/conversation/MessagesView.vue b/app/javascript/dashboard/components/widgets/conversation/MessagesView.vue
index e291ecffe..0b5aba1e2 100644
--- a/app/javascript/dashboard/components/widgets/conversation/MessagesView.vue
+++ b/app/javascript/dashboard/components/widgets/conversation/MessagesView.vue
@@ -1,19 +1,11 @@
 <template>
   <div class="view-box fill-height">
     <banner
-      v-if="!currentChat.can_reply && !isAWhatsappChannel"
+      v-if="!currentChat.can_reply"
       color-scheme="alert"
-      :banner-message="$t('CONVERSATION.CANNOT_REPLY')"
-      :href-link="facebookReplyPolicy"
-      :href-link-text="$t('CONVERSATION.24_HOURS_WINDOW')"
-    />
-
-    <banner
-      v-if="!currentChat.can_reply && isAWhatsappChannel"
-      color-scheme="alert"
-      :banner-message="$t('CONVERSATION.TWILIO_WHATSAPP_CAN_REPLY')"
-      :href-link="twilioWhatsAppReplyPolicy"
-      :href-link-text="$t('CONVERSATION.TWILIO_WHATSAPP_24_HOURS_WINDOW')"
+      :banner-message="replyWindowBannerMessage"
+      :href-link="replyWindowLink"
+      :href-link-text="replyWindowLinkText"
     />
 
     <banner
@@ -159,7 +151,6 @@ export default {
     hasSelectedTweetId() {
       return !!this.selectedTweetId;
     },
-
     tweetBannerText() {
       return !this.selectedTweetId
         ? this.$t('CONVERSATION.SELECT_A_TWEET_TO_REPLY')
@@ -237,12 +228,6 @@ export default {
       }
       return '';
     },
-    facebookReplyPolicy() {
-      return REPLY_POLICY.FACEBOOK;
-    },
-    twilioWhatsAppReplyPolicy() {
-      return REPLY_POLICY.TWILIO_WHATSAPP;
-    },
     isRightOrLeftIcon() {
       if (this.isContactPanelOpen) {
         return 'arrow-chevron-right';
@@ -254,6 +239,41 @@ export default {
       const { contact_last_seen_at: contactLastSeenAt } = this.currentChat;
       return contactLastSeenAt;
     },
+
+    replyWindowBannerMessage() {
+      if (this.isAWhatsappChannel) {
+        return this.$t('CONVERSATION.TWILIO_WHATSAPP_CAN_REPLY');
+      }
+      if (this.isAPIInbox) {
+        const { additional_attributes: additionalAttributes = {} } = this.inbox;
+        if (additionalAttributes) {
+          const {
+            agent_reply_time_window_message: agentReplyTimeWindowMessage,
+          } = additionalAttributes;
+          return agentReplyTimeWindowMessage;
+        }
+        return '';
+      }
+      return this.$t('CONVERSATION.CANNOT_REPLY');
+    },
+    replyWindowLink() {
+      if (this.isAWhatsappChannel) {
+        return REPLY_POLICY.FACEBOOK;
+      }
+      if (!this.isAPIInbox) {
+        return REPLY_POLICY.TWILIO_WHATSAPP;
+      }
+      return '';
+    },
+    replyWindowLinkText() {
+      if (this.isAWhatsappChannel) {
+        return this.$t('CONVERSATION.24_HOURS_WINDOW');
+      }
+      if (!this.isAPIInbox) {
+        return this.$t('CONVERSATION.TWILIO_WHATSAPP_24_HOURS_WINDOW');
+      }
+      return '';
+    },
   },
 
   watch: {
diff --git a/app/models/channel/api.rb b/app/models/channel/api.rb
index 0902fb5dd..eb28d7b03 100644
--- a/app/models/channel/api.rb
+++ b/app/models/channel/api.rb
@@ -26,8 +26,22 @@ class Channel::Api < ApplicationRecord
 
   has_secure_token :identifier
   has_secure_token :hmac_token
+  validate :ensure_valid_agent_reply_time_window
 
   def name
     'API'
   end
+
+  def messaging_window_enabled?
+    additional_attributes.present? && additional_attributes['agent_reply_time_window'].present?
+  end
+
+  private
+
+  def ensure_valid_agent_reply_time_window
+    return if additional_attributes['agent_reply_time_window'].blank?
+    return if additional_attributes['agent_reply_time_window'].to_i.positive?
+
+    errors.add(:agent_reply_time_window, 'agent_reply_time_window must be greater than 0')
+  end
 end
diff --git a/app/models/channel/facebook_page.rb b/app/models/channel/facebook_page.rb
index ed599e6e2..3737279f8 100644
--- a/app/models/channel/facebook_page.rb
+++ b/app/models/channel/facebook_page.rb
@@ -32,7 +32,7 @@ class Channel::FacebookPage < ApplicationRecord
     'Facebook'
   end
 
-  def has_24_hour_messaging_window?
+  def messaging_window_enabled?
     false
   end
 
diff --git a/app/models/channel/twilio_sms.rb b/app/models/channel/twilio_sms.rb
index 5f4f26048..aae67ed47 100644
--- a/app/models/channel/twilio_sms.rb
+++ b/app/models/channel/twilio_sms.rb
@@ -34,7 +34,7 @@ class Channel::TwilioSms < ApplicationRecord
     medium == 'sms' ? 'Twilio SMS' : 'Whatsapp'
   end
 
-  def has_24_hour_messaging_window?
+  def messaging_window_enabled?
     medium == 'whatsapp'
   end
 end
diff --git a/app/models/channel/whatsapp.rb b/app/models/channel/whatsapp.rb
index 149fd7144..a97dcc930 100644
--- a/app/models/channel/whatsapp.rb
+++ b/app/models/channel/whatsapp.rb
@@ -57,7 +57,7 @@ class Channel::Whatsapp < ApplicationRecord
     { 'D360-API-KEY' => provider_config['api_key'], 'Content-Type' => 'application/json' }
   end
 
-  def has_24_hour_messaging_window?
+  def messaging_window_enabled?
     true
   end
 
diff --git a/app/models/concerns/channelable.rb b/app/models/concerns/channelable.rb
index e60066d5f..e54d5f3a6 100644
--- a/app/models/concerns/channelable.rb
+++ b/app/models/concerns/channelable.rb
@@ -6,7 +6,7 @@ module Channelable
     has_one :inbox, as: :channel, dependent: :destroy_async
   end
 
-  def has_24_hour_messaging_window?
+  def messaging_window_enabled?
     false
   end
 end
diff --git a/app/models/conversation.rb b/app/models/conversation.rb
index cd45adf7b..4791ba924 100644
--- a/app/models/conversation.rb
+++ b/app/models/conversation.rb
@@ -93,23 +93,24 @@ class Conversation < ApplicationRecord
   delegate :auto_resolve_duration, to: :account
 
   def can_reply?
+    channel = inbox&.channel
+
     return can_reply_on_instagram? if additional_attributes['type'] == 'instagram_direct_message'
 
-    return true unless inbox&.channel&.has_24_hour_messaging_window?
+    return true unless channel&.messaging_window_enabled?
 
-    return false if last_incoming_message.nil?
-
-    last_message_less_than_24_hrs?
+    messaging_window = inbox.api? ? channel.additional_attributes['agent_reply_time_window'].to_i : 24
+    last_message_in_messaging_window?(messaging_window)
   end
 
   def last_incoming_message
     messages&.incoming&.last
   end
 
-  def last_message_less_than_24_hrs?
+  def last_message_in_messaging_window?(time)
     return false if last_incoming_message.nil?
 
-    Time.current < last_incoming_message.created_at + 24.hours
+    Time.current < last_incoming_message.created_at + time.hours
   end
 
   def can_reply_on_instagram?
@@ -120,7 +121,7 @@ class Conversation < ApplicationRecord
     if global_config['ENABLE_MESSENGER_CHANNEL_HUMAN_AGENT']
       Time.current < last_incoming_message.created_at + 7.days
     else
-      last_message_less_than_24_hrs?
+      last_message_in_messaging_window?(24)
     end
   end
 
diff --git a/spec/models/channel/twilio_sms_spec.rb b/spec/models/channel/twilio_sms_spec.rb
index 8aab34a7a..493c644ac 100644
--- a/spec/models/channel/twilio_sms_spec.rb
+++ b/spec/models/channel/twilio_sms_spec.rb
@@ -7,7 +7,7 @@ RSpec.describe Channel::TwilioSms do
     let!(:whatsapp_channel) { create(:channel_twilio_sms, medium: :whatsapp) }
 
     it 'returns true' do
-      expect(whatsapp_channel.has_24_hour_messaging_window?).to eq true
+      expect(whatsapp_channel.messaging_window_enabled?).to eq true
       expect(whatsapp_channel.name).to eq 'Whatsapp'
       expect(whatsapp_channel.medium).to eq 'whatsapp'
     end
@@ -17,7 +17,7 @@ RSpec.describe Channel::TwilioSms do
     let!(:sms_channel) { create(:channel_twilio_sms, medium: :sms) }
 
     it 'returns false' do
-      expect(sms_channel.has_24_hour_messaging_window?).to eq false
+      expect(sms_channel.messaging_window_enabled?).to eq false
       expect(sms_channel.name).to eq 'Twilio SMS'
       expect(sms_channel.medium).to eq 'sms'
     end
diff --git a/spec/models/conversation_spec.rb b/spec/models/conversation_spec.rb
index e83ee5195..1b1e84ea5 100644
--- a/spec/models/conversation_spec.rb
+++ b/spec/models/conversation_spec.rb
@@ -545,6 +545,54 @@ RSpec.describe Conversation, type: :model do
         end
       end
     end
+
+    describe 'on API channels' do
+      let!(:api_channel) { create(:channel_api, additional_attributes: {}) }
+      let!(:api_channel_with_limit) { create(:channel_api, additional_attributes: { agent_reply_time_window: '12' }) }
+
+      context 'when agent_reply_time_window is not configured' do
+        it 'return true irrespective of the last message time' do
+          conversation = create(:conversation, inbox: api_channel.inbox)
+          create(
+            :message,
+            account: conversation.account,
+            inbox: api_channel.inbox,
+            conversation: conversation,
+            created_at: Time.now - 13.hours
+          )
+
+          expect(api_channel.additional_attributes['agent_reply_time_window']).to eq nil
+          expect(conversation.can_reply?).to eq true
+        end
+      end
+
+      context 'when agent_reply_time_window is configured' do
+        it 'return false if it is outside of agent_reply_time_window' do
+          conversation = create(:conversation, inbox: api_channel_with_limit.inbox)
+          create(
+            :message,
+            account: conversation.account,
+            inbox: api_channel_with_limit.inbox,
+            conversation: conversation,
+            created_at: Time.now - 13.hours
+          )
+
+          expect(api_channel_with_limit.additional_attributes['agent_reply_time_window']).to eq '12'
+          expect(conversation.can_reply?).to eq false
+        end
+
+        it 'return true if it is inside of agent_reply_time_window' do
+          conversation = create(:conversation, inbox: api_channel_with_limit.inbox)
+          create(
+            :message,
+            account: conversation.account,
+            inbox: api_channel_with_limit.inbox,
+            conversation: conversation
+          )
+          expect(conversation.can_reply?).to eq true
+        end
+      end
+    end
   end
 
   describe '#delete conversation' do