🚪 Free-Entry Point Conversation Overview

A Free‑Entry Point (FEP) conversation gives you 72 hours of free billing once a customer messages via a Click‑to‑WhatsApp Ad or Facebook Page CTA and you reply within 24 hours. However, the 24‑hour customer service window still controls whether you can send non‑template (free‑form) messages.

• ≤ 24h since customer’s last message: You can send non‑template messages (and templates) — free under FEP.
• > 24h and < 72h: The service window is closed → you must use a template. Billing is still free while FEP is active.
• ≥ 72h: FEP has expired → any business‑initiated template opens a paid conversation by its category. Non‑template still requires a new customer message to re‑open the 24‑hour window.

Quick navigation

• Key concepts: 24h vs 72h
• Scenario table: What you can send & what it costs
• How to verify in your UI
• API / logs (copy‑paste samples)
• Edge cases & limitations
• Expected outcomes
• Related FAQs
• Support & escalation

Key concepts: 24h vs 72h

• Free‑Entry Point (FEP) window — 72h (billing): Starts when a customer messages through an eligible entry point and you reply within 24h. All traffic during these 72h is not billed.
• Customer service window — 24h (message type): A rolling 24h timer from the customer’s most recent message that determines if non‑template messages are allowed.

Important: After 24h, non‑template messages are blocked even if the FEP window is still active. Send a template instead; it remains free while FEP is active.

Scenario table: What you can send & what it costs

How to verify in your UI

A) Meta WhatsApp Inbox (example UI)

1. Go to Inbox → open the conversation.
2. Verify the Free Entry Point — Active badge with a countdown (e.g., 2d 03h left).
3. Check Customer Service Window: Active (non‑template allowed) or Closed (non‑template blocked).

Screenshot — Free‑entry active (Meta Inbox)

Caption: FEP badge shows remaining 72h time; service window timer controls non‑template.

B) Your provider’s dashboard (typical)

1. Open the ticket/conversation in your provider inbox.
2. Look for labels like Free Entry Point, $0 charge, or a 72h timer.
3. If the service window is closed, non‑template sends will show a composer warning; switch to a template.

Screenshot — Attempt to send non‑template after 24h

Caption: Composer warns that non‑template is blocked after 24h; use a template (still free under FEP).

C) Mobile app (iOS/Android) — if supported

• Find FEP and service window badges in the conversation header or info panel (ℹ️).
• Some apps place the 24h timer next to the composer; a red banner appears when non‑template is blocked.

Mobile quick callout (iOS vs Android)

iOS

1. Open the conversation → tap the name/header.
2. In the Info sheet, confirm Free Entry Point — Active with a days:hours timer.
3. Check Customer Service Window status: Active (non‑template allowed) / Closed (non‑template blocked).
4. If closed, sending free‑form shows a toast: Use a template to continue.

Android

1. Open the conversation → tap ⋮ Menu → Details (or Info).
2. Confirm Free Entry Point — Active with remaining hh:mm.
3. Verify Customer Service Window: Active / Closed.
4. If closed, the composer displays a banner and a Template shortcut.

API / logs (copy‑paste samples)

Field names vary by provider. Use these as patterns for parsing and alerts.

1) Webhook/log example (FEP active, service window open){ "event": "message", "conversation": { "type": "FREE_ENTRY", "origin": "click_to_whatsapp_ad", "expires_at": "2025-12-31T23:59:59Z" }, "service_window": { "open": true, "seconds_remaining": 21600 }, "pricing": { "category": "FREE_ENTRY", "billable": false }, "customer": { "wa_id": "+15551234567" }}

2) Webhook/log example (FEP active, service window closed){ "event": "message_send_attempt", "conversation": { "type": "FREE_ENTRY" }, "service_window": { "open": false }, "error": { "code": "NON_TEMPLATE_NOT_ALLOWED", "message": "Customer service window closed. Use a template or wait for customer reply." }}

3) Template send (Cloud API) — copy/paste{ "messaging_product": "whatsapp", "to": "+15551234567", "type": "template", "template": { "name": "follow_up_request", "language": { "code": "en" }, "components": [ { "type": "body", "parameters": [ { "type": "text", "text": "Alex" } ] } ] }}

Edge cases & limitations

• Customer hasn’t messaged yet: FEP requires an eligible inbound and your reply within 24h.
• Opt‑out/Block: Respect user preferences; both non‑template and templates may be blocked.
• Media/interactive outside 24h: Use a template that supports media if the service window is closed.
• Agent handoff: Changing agents won’t extend 72h or re‑open 24h.
• Time zones: Timers use message timestamps, not the agent’s local time.
• Provider variance: Some UIs hide category chips during FEP; others show them as inactive.

Expected outcomes

• ≤24h & FEP active: Non‑template and templates send; no charge.
• >24h & <72h: Non‑template blocked; templates send free while FEP lasts.
• ≥72h: Templates open a paid conversation (by template category). Non‑template remains blocked until the customer messages again.

Visual: 24h vs 72h timeline

Caption: The 24h service window governs non‑template permissions; the 72h FEP window governs billing.

Related FAQs

• What is the 24‑hour customer service window and how do I check it?
  /help/whatsapp/customer-service-window
• How does a Free‑Entry conversation affect other open conversations?
  /help/whatsapp/fep-overrides
• When is a WhatsApp conversation free?
  /help/whatsapp/when-is-conversation-free
• How do I create a Click‑to‑WhatsApp Ad?
  /help/whatsapp/create-ctwa

Support & escalation

If behavior differs from this FAQ or sends fail unexpectedly, open a Support ticket from your admin portal (include message IDs, timestamps, and screenshots), or contact your Customer Success Manager. Typical response time: 1 business day.