Free Entry Point

What is a free entry point?

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.

Once that window closes, further messages fall under WhatsApp Business API pricing rules rather than being free. This is explored further in BSG's WhatsApp Marketing Strategies That Actually Convert.

How does a free entry point work?

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.

Why do free entry points matter?

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.