⚡Quick answer -
A free-entry point window starts when a customer messages you from a Click-to-WhatsApp ad or a Facebook Page button and your business replies within 24 hours. It lasts 72 hours from your reply, and during those 72 hours, Meta does not charge for any message you send.
During the 72 hours you can send template and non-template (free-form) messages without restriction.
Messages outside a free-entry window follow the normal pricing rules (see the pricing structure FAQ).
The 72-hour free-entry window and the 24-hour customer service window run side by side. For how the 24-hour window opens, resets, and closes, see the
Customer Service Window FAQ.
1. What qualifies as a free‑entry point?
A free‑entry conversation occurs when both are true:
- The customer messages you from a Click‑to‑WhatsApp Ad or Facebook Page CTA; and
- Your business replies within 24 hours of that message.
2. Duration and what’s allowed
- Length: 72 hours from the time of your qualifying reply.
- Charges: Messages are not billed during the 72‑hour window.
- Messages: All message types are allowed (template and non-template both).
3. When are non‑template messages allowed during free‑entry?
You can send non‑template messages if all are true:
- A free‑entry conversation was triggered (ad/Page CTA).
- The customer messaged you first, opening the window.
- You reply within 24 hours of the customer’s most recent message.
When are non‑template messages not allowed?
- The customer has not messaged you yet.
- If the client replies via CTWA or the Facebook CTA button and the business doesn't reply within 24‑hours.
- The user opted out/blocked your number (non‑template and templates may be blocked).
- You need to send media outside the window (requires a media‑enabled template).
- You sent a business‑initiated template, and the customer hasn’t replied (templates don’t open the window).
4. What happens during the 72 hours?
When the free‑entry window opens:
- The free-entry window stays open for 72 hours from your qualifying reply.
- Messages (template and non-template both) you send in this 72-hour window are not charged.
5. Before vs after: behaviour & billing
| Situation | Without a free-entry window | Inside a free-entry window |
|---|
| Template (Marketing, Utility, Authentication) | Billed per delivered message by category. Utility templates inside an open 24-hour window are also billed from 1 Oct 2026. | Free, for up to 72 hours |
| Free-form reply | Only inside the 24-hour window; the first 1,000 each month per business phone number are free, then billed as service messages from 1 Oct 2026 (see the pricing structure FAQ) | No restriction during the 72 hours; free |
| New customer message | Restarts the 24-hour window | Restarts the 24-hour window; the 72-hour window keeps its original end time |
| Window length | 24 hours from the customer's last message | 72 hours from your qualifying reply (fixed) |
6. Edge cases & limitations
- Customer hasn’t messaged yet: Free‑entry requires a customer message from an eligible entry point and your reply within 24h.
- Opt‑out/Block: Respect user preferences; both non‑template and templates may be blocked.
- Media/interactive: Allowed; if the 24‑hour service window is closed, send via a template that supports media.
- Time zones: Timers use message timestamps, not the agent’s local time.
7. Support & Escalation
If behaviour differs from this FAQ or you can’t send as expected during free‑entry, open a Support ticket from your admin portal (include message IDs, timestamps, and screenshots), or contact your Customer Success Manager.