WhatsApp’s 72-hour free entry window and 24-hour service window

The 24-hour service window starts or resets when a customer messages your business. Meta also describes a 72-hour free entry window for conversations that meet its eligible entry point conditions, such as a click-to-WhatsApp ad. Keep the windows separate when you train an agent or budget a campaign.

Walk through one conversation

A customer messages on Monday morning after opening an ad. First, check whether the conversation met Meta’s free entry conditions. Then check when the customer last wrote to you. If you want to reply on Tuesday afternoon, that last inbound message matters for the template requirement. Check the current rules before deciding that a normal chat reply is available or that a template is free.

A customer who opens chat from a normal link on your product page can start a service window by writing to you. Use the source of the conversation and Meta’s conditions to determine whether free entry pricing applies.

Keep ad cost and messaging cost in separate columns

Record the ad spend, Meta messaging fees and any WhatFlow plan charges. A message may qualify for a Meta pricing exception while still falling within your app’s own usage terms. Pull actual delivery results before reconciling the bill.

For planning a Shopify campaign, use WhatFlow’s pricing calculator and the guide to campaign cost per order.