Free entry point conversation
A conversation started from a click-to-WhatsApp ad or a Facebook page call-to-action, which Meta does not bill for a set period.
Meta treats conversations opened from certain entry points — notably click-to-WhatsApp ads and page CTAs — differently from ordinary business-initiated ones, giving a longer free window than the standard 24 hours.
The rules and durations here are Meta’s and have changed more than once, so check the current documentation before building a cost model on it. The general shape has held: ad-sourced conversations are cheaper to service than ones you start cold.
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Related terms
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Click-to-WhatsApp ad
A Facebook or Instagram ad whose call to action opens a WhatsApp conversation with your business.
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Service conversation
A conversation started by the customer, in which your free-form replies are not billed.
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Per-message pricing
Meta’s current billing model: you pay per delivered template message, priced by category and recipient country.