A free entry point is a customer interaction that opens a 72-hour window during which a business can exchange messages on WhatsApp without per-message charges. It is triggered when a user starts a conversation by tapping a Click-to-WhatsApp ad or a call-to-action button on a Facebook Page.
This window is longer than the standard 24-hour service window that opens when a customer messages a business directly. Meta introduced free entry points to reward businesses for driving conversations from their own ad and page placements. The window resets each time a new qualifying entry point is used.
For teams optimizing messaging cost, free entry points are a practical lever: routing acquisition campaigns through Click-to-WhatsApp ads captures intent at the moment it is highest and lowers the cost of the follow-up conversation that closes the loop. For example, an e-commerce brand runs Click-to-WhatsApp ads for a seasonal promotion; each click opens a 72-hour free window, letting support and sales answer product questions and confirm the first order at no conversation cost.
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