Understanding the 72-Hour Free Messaging Window for CTWA Leads
When a user clicks on your Click to WhatsApp Ad (CTWA) or Facebook Page CTA button from their mobile app and sends you a message:
🕒 Step-by-step Flow:
📩 Message Initiation:
A WhatsApp user sends you a message via your CTWA Ad or Facebook Page CTA.
This opens a 24-hour Customer Service Window (standard rule).
✅ Your Response Within 24 Hours:
If you respond within 24 hours using any type of message (template or session message), Meta grants you a Free Entry Point (FEP) window.
This FEP window is valid for 72 hours from the time of your response.
💬During the 72-Hour FEP Window:
You can send any message type (template or non-template) to that user at no charge.
But remember: if the 24h Customer Service Window closes and you're beyond 24h from the user's last message, you can only send template messages — though they are still free within the 72h FEP window.
🔁 Quick Example:
A user clicks your CTWA Ad and messages you at 12:00 PM Monday.
You reply at 3:00 PM Monday → this reply activates the 72h Free Entry Point window.
You can now message them for free (any type) until 3:00 PM Thursday.
If you had replied after the 24h mark, no FEP window would be opened, and normal charges apply.
📌 Pro Tips for Success
Keep all assets (Page, Ad Account, WABA) under the same Meta Business Portfolio
Use precise audience targeting to maximize ROI
Set up CTWA Journeys to engage users automatically
Use DoubleTick Analytics to track campaign results, replies, and conversion
Start your first CTWA campaign today and watch high-intent leads flow straight into your DoubleTick dashboard — ready to convert!
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