Click-to-WhatsApp ads (CTWA) let customers start a WhatsApp conversation with your business directly from a Facebook or Instagram ad.
When a customer clicks a CTWA ad and sends your business a message, Meta may open a 72-hour free entry point window. During this window, eligible messages sent in the conversation are free of charge.
This article explains the key terms, rules, and examples you need to understand how CTWA conversations are charged and what types of messages you can send.
Key terms
Term |
Meaning |
Click-to-WhatsApp ads (CTWA ads) |
Facebook or Instagram ads that open a WhatsApp chat with your business when a customer clicks “Send Message”. |
Customer service window |
A 24-hour period that starts when a customer sends your business a message. During this window, you can send free-form messages or approved message templates. |
Free-form message |
A normal WhatsApp message written by your team or sent by automation without using a pre-approved template. Free-form messages can only be sent within an open customer service window. |
Message template |
A WhatsApp message format that has been reviewed and approved by Meta. You must use a message template when the customer service window is closed. |
72-hour free entry point window |
A 72-hour period that may apply when a customer starts a WhatsApp conversation from a CTWA ad. During this window, eligible messages are free of charge. |
Pricing window |
A period that determines whether a message or conversation is charged. In this article, this refers to the 72-hour CTWA free window. |
Standard WhatsApp pricing |
Meta’s normal WhatsApp Business Platform pricing that applies when a message is not covered by the 72-hour CTWA free window. |
Conversation |
A WhatsApp messaging thread between a customer and your business. In this article, a conversation may be affected by both the 24-hour customer service window and the 72-hour CTWA free window. |
What is Click-to-WhatsApp (CTWA)?
Click-to-WhatsApp ads, also known as CTWA ads, are ads on Facebook or Instagram that open a WhatsApp chat with your business.
Instead of sending customers to a website or form, the ad uses a Send Message call-to-action. When the customer clicks the ad and sends a message, the conversation starts in WhatsApp.
For example:
- A customer sees your Facebook ad.
- They click Send Message.
- WhatsApp opens with a chat to your business.
- The customer sends their first message.
- Your business can reply in WhatsApp.
What is the 72-hour free entry point window?
The 72-hour free entry point window is a billing benefit provided by Meta for conversations that start from certain entry points, including Click-to-WhatsApp ads.
When the window applies, messages sent during the 72-hour period are free of charge. This can include both free-form messages and approved message templates.
The 72-hour window starts when the customer starts the WhatsApp conversation from the Click-to-WhatsApp ad.
Example
A customer clicks your Instagram ad at 10:00 AM on Monday and sends your business a WhatsApp message.
If the 72-hour free entry point window applies, the conversation may stay free until 10:00 AM on Thursday.
During this period, messages sent in the conversation are free of charge. However, the type of message you can send still depends on the 24-hour customer service window.
24-hour customer service window vs. 72-hour CTWA free window
The 24-hour customer service window and the 72-hour CTWA free window run at the same time, but they control different things.
24-hour customer service window |
72-hour CTWA free window |
|
What it controls |
The type of message you can send |
Whether messages are charged |
When it starts |
When a customer sends your business a message |
When a customer starts a conversation from a Click-to-WhatsApp ad |
During the window |
You can send free-form messages or approved message templates |
Messages sent within the window are free of charge |
After the window ends |
You must use an approved message template to message the customer |
Standard WhatsApp pricing applies |
The key difference is:
- The 24-hour customer service window controls whether you can send a free-form message.
- The 72-hour CTWA free window controls whether the message is free of charge.
This means the 72-hour free window does not let you send free-form messages at any time. If the customer has not messaged you in the last 24 hours, you must still use an approved message template.
How the two windows work together
Use the examples below to understand what you can send and whether the message is charged.
Example 1: Customer replies within 24 hours
A customer clicks your CTWA ad and sends a message at 10:00 AM on Monday.
You reply at 3:00 PM on Monday.
Since the customer messaged you within the last 24 hours, you can send free-form messages. Since you are also within the 72-hour CTWA free window, the message is free of charge.
Time |
What you can send |
Cost |
Within 24 hours of the customer’s message |
Free-form message or approved message template |
Free, if still within the 72-hour CTWA free window |
Example 2: Customer has not replied for more than 24 hours, but you are still within 72 hours
A customer clicks your CTWA ad and sends a message at 10:00 AM on Monday.
You want to follow up at 12:00 PM on Tuesday.
More than 24 hours have passed since the customer last messaged you, so you cannot send a free-form message. You must use an approved message template.
However, you are still within the 72-hour CTWA free window, so the template message is free of charge.
Time |
What you can send |
Cost |
24–72 hours after the customer starts the CTWA conversation |
Approved message template only |
Free, if still within the 72-hour CTWA free window |
Example 3: The 72-hour free window has ended
A customer clicks your CTWA ad and sends a message at 10:00 AM on Monday.
You want to follow up at 11:00 AM on Thursday.
The 72-hour CTWA free window has ended. If the customer has not messaged you again in the last 24 hours, you must use an approved message template. The message will be charged according to standard WhatsApp pricing.
Time |
What you can send |
Cost |
After the 72-hour CTWA free window ends |
Approved message template, unless the customer has messaged you again within the last 24 hours |
Paid at standard WhatsApp rates |
Message format and pricing by scenario
Use this table to understand which message format you can use and whether the message may be charged.
Scenario |
What you can send |
Cost |
The customer messaged you within the last 24 hours, and you are still within the 72-hour CTWA free window |
Free-form message or approved message template |
Free |
The customer has not messaged you in the last 24 hours, but you are still within the 72-hour CTWA free window |
Approved message template only |
Free |
The 72-hour CTWA free window has ended, and the customer has not messaged you again in the last 24 hours |
Approved message template only |
Paid at standard WhatsApp rates |
The 72-hour CTWA free window has ended, but the customer has messaged you again within the last 24 hours |
Free-form message or approved message template |
Standard WhatsApp pricing applies unless another free entry point applies |
Note: The 24-hour customer service window controls whether you can send a free-form message. The 72-hour CTWA free window controls whether the message is free of charge.
What this means for your messaging strategy
The 72-hour CTWA free window can help you follow up with leads from Click-to-WhatsApp ads without standard WhatsApp charges during the free period. However, you still need to follow WhatsApp’s message format rules.
Plan your first reply within 24 hours
If the customer has messaged you within the last 24 hours, you can send free-form messages or approved message templates.
Use this period to answer questions, qualify the lead, or guide the customer to the next step.
Use templates for Day 2 or Day 3 follow-ups
If more than 24 hours have passed since the customer’s last message, you must use an approved message template.
If you are still within the 72-hour CTWA free window, the template message can still be free of charge. This is useful for follow-ups such as:
- reminding the customer about an offer
- sharing product recommendations
- following up on an abandoned inquiry
- inviting the customer to continue the conversation
Review your timing after the 72-hour window ends
After the 72-hour CTWA free window ends, standard WhatsApp pricing applies.
If you send a template message after this window, it may open a new paid conversation according to Meta’s pricing rules. Make sure your follow-up timing and automation logic account for this.