Short answer: Since 28 September, conversations that start from a Click to WhatsApp ad get a free entry point window of up to 7 days, up from 72 hours. Inside that window every message you send is free, including marketing templates. At the same time, from 1 October, normal service messages on the WhatsApp Business Platform are charged per message after 1,000 free per number per month. The result: chats that come from Meta ads are now much cheaper to work than chats from any other source, so businesses that sell on WhatsApp should push more leads through Click to WhatsApp ads.
Who this affects
This change applies to the WhatsApp Business Platform (the API), used through providers such as Wati, respond.io or your own integration. If you only use the free WhatsApp Business app on your phone, your messaging costs do not change. The ad itself is still paid through Ads Manager as normal.
What changed
| Change | Before | Now |
|---|---|---|
| Free window from Click to WhatsApp ads | 72 hours | Up to 7 days, from 28 September |
| Service messages (free form replies) | Free | Charged per message after 1,000 free per number per month, from 1 October |
| Messages inside the free entry point window | Free | Still free, including marketing, utility and service messages |
How the 7 day window works
- A customer taps your Click to WhatsApp ad and sends a message from the WhatsApp app on Android or iOS.
- That opens the normal 24 hour customer service window.
- You must reply within those 24 hours. Your reply opens the free entry point window.
- The window can stay open for up to 7 days. Meta calls 7 days a maximum, so do not plan on every chat getting the full week.
- If you do not reply within 24 hours, the chat never gets the free window.
Chats from a website chat button, a QR code, a wa.me link or an email do not qualify. Only chats that start from the ad do.
What is still charged
- Replies from Meta Business Agent are billed by tokens, even inside the window.
- After 24 hours without a customer message, you can still only send approved templates. The free window makes them free; it does not remove the template rule.
- Meta’s per user limit on marketing templates still applies.
How to use this in your Meta Ads
- Reply fast. Set up an instant greeting or a quick team reply so every ad lead gets a response well inside 24 hours.
- Plan a 7 day follow up. Use the week for product details, a price, a reminder and a final offer, all at no messaging cost.
- Move lead generation to Click to WhatsApp ads. If you get WhatsApp leads from links on your website or posts, consider sending more budget to ads with the WhatsApp destination instead.
- Track sales, not just conversations. Tag each chat that turns into an order so you can see the real cost per sale from each ad.
- Check your provider’s dashboard. Messages sent inside the free window should show as free entry point messages.
Why this matters for Bangladesh and other WhatsApp heavy markets
Many businesses in Bangladesh, India and the Middle East close sales in chat rather than on a checkout page. For them, a free week of follow up on every ad lead lowers the cost of each sale and rewards fast, organised replies. Businesses that answer slowly lose the free window and pay more.
Frequently asked questions
What is the WhatsApp free entry point window?
Does the 7 day window start when the customer messages me?
Do I pay for messages in the WhatsApp Business app?
Are service messages free now?
Do chats from my website WhatsApp button get 7 days free?
Who can set up Click to WhatsApp ads for my business?
Want more sales from WhatsApp ads?
I can build Click to WhatsApp campaigns with fast reply flows and sales tracking. See my Meta Ads management service or request a free ads audit. For another Meta change this month, read Meta Will Make You Responsible for Its AI Ad Edits.