Understanding the 7-day free messaging window for CTWA leads
Learn how the 7-day free entry point window works for Click to WhatsApp ad leads, how to open it by replying within 24 hours, and what you can send for free while it is open.
When a customer messages you from a Click to WhatsApp (CTWA) ad, Meta gives you a free messaging window if you reply quickly. This window is called the Free Entry Point (FEP) window, and it now stays open for up to 7 days instead of 72 hours. This article explains how to open it, what you can send during it, and how it is different from the normal 24-hour customer service window.
What's covered
What is the free entry point window
A free entry point window is a period during which you can message a customer at no charge. It applies to customers who start a chat with you by clicking your Click to WhatsApp ad or the call-to-action button on your Facebook Page, from their mobile app. Earlier, this window lasted 72 hours. Meta has now extended it, so it can stay open for up to 7 days.
How the window opens
A customer clicks your CTWA ad or Facebook Page button and sends you a message. This opens the standard 24-hour customer service window.
You reply within 24 hours. The reply can be a template or a regular message, and it can come from a bot, a team member, or an AI agent.
Your first reply opens the free entry point window. The 7 days start counting from the time of your reply, not from the time the customer messaged you.
For example, if the customer messages you at 1:00 PM and you reply at 2:00 PM, the 7 days start at 2:00 PM. If you reply after 24 hours, the free entry point window does not open, and normal charges apply.
What you can send during the window
While the window is open, you can send any type of message to that customer at no charge. This includes templates and regular messages such as text, images, and documents.
One thing to keep in mind: if the 24-hour customer service window has closed and it has been more than 24 hours since the customer's last message, you can send only template messages. These templates are still free as long as the free entry point window is open.
Free entry point window vs customer service window
These are two separate windows, and they work side by side.
Customer service window: Opens for 24 hours whenever the customer messages you. This window is unchanged.
Free entry point window: Opens when you reply to a CTWA lead within 24 hours. It now lasts up to 7 days and makes your messages free during that time.
Example
A customer clicks your CTWA ad and messages you at 12:00 PM on Monday. You reply at 3:00 PM on Monday, and this reply opens the free entry point window. You can now message the customer for free, with any message type, until 3:00 PM on the following Monday. If you had replied after the 24-hour mark, the free entry point window would not have opened, and normal charges would apply.
Tips to get the most out of it
Reply to every CTWA lead within 24 hours. A bot or AI agent reply counts, so set up an automatic first reply for leads that come in at odd hours.
Keep your Facebook Page, ad account, and WhatsApp Business Account (WABA) under the same Meta Business Portfolio.
Use precise audience targeting to get better results from your ad spend.
Set up CTWA journeys to engage new leads automatically.
Use DoubleTick analytics to track campaign results, replies, and conversions.
Key takeaways
The free entry point window for CTWA leads now lasts up to 7 days, instead of 72 hours.
It opens when you reply to the lead within 24 hours, and the 7 days start from your reply.
A reply from a bot, a team member, or an AI agent all count.
During the window, you can send any type of message to the customer at no charge.
The 24-hour customer service window is separate and has not changed.
If you reply after 24 hours, the free window does not open, and normal charges apply.
Frequently asked questions
Related articles
How to create your CTWA ad in META ads managerLast updated