> For the complete documentation index, see [llms.txt](https://docs.sprinthub.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.sprinthub.com/en/topics/relate/message-templates-meta/maximum-support-time/72h-window-whatsapp-api-free-entry-point.md). # 72h Window - WhatsApp API - Free Entry Point Complete guide for leads coming from WhatsApp ads |

In one sentence

When a customer clicks on a Click-to-WhatsApp (CTWA) ad or a Facebook Page CTA button and sends a message, your business has 24 hours to respond. If it does respond, it automatically gets an additional 72-hour window in which all messages sent to that customer are free.

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## Flow overview The diagram below shows the complete journey of an ad-initiated conversation, from the customer's click to the end of the free 72-hour window. Use it as a quick reference; the details of each step are covered in the following sections.
Figure 1 — Flowchart of the 72-hour window for WhatsApp ad leads ## What is the 72-hour window (Free Entry Point) The 72-hour window, officially called by Meta the Free Entry Point Window (or FEP window), is a billing benefit created to encourage customer-initiated conversations from Meta advertising channels. It exists because Meta wants businesses to use ads to generate real conversations on WhatsApp, instead of blasting cold messages to lists. In practice, during this 72-hour period, your business can chat freely with the customer without paying per message, significantly extending the free relationship time that would normally be limited to just 24 hours. |

Important

The 72-hour window is only activated for customer-initiated messages on Android or iOS devices. Conversations initiated from WhatsApp Web or the desktop app do not trigger the FEP window, according to Meta's official documentation.

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## Which ads and buttons activate the window Only two types of entry point activate the 72-hour free benefit: * Click-to-WhatsApp (CTWA) ads: ads on Facebook or Instagram that take the user directly to a WhatsApp conversation when clicked. * Facebook Page CTA (Call-to-Action) buttons: the Send message button configured on a Facebook Page, which opens the company's WhatsApp. Messages initiated in other ways — such as a QR code, a typed wa.me link, or the customer saving the number and sending an unsolicited message — open only the standard 24-hour customer service window, without the 72-hour bonus. ## How it works, step by step ### Step 1: The customer clicks and sends a message The moment the customer clicks the CTWA ad or the Facebook Page CTA button and sends their first message to your business via WhatsApp, two independent timers start counting: * The 24-hour Customer Service Window (CSW), which counts from the customer's last message. * The right to a free reply that, if used within the next 24 hours, triggers the 72-hour FEP window. ### Step 2: The business must respond within 24 hours The business's first response must happen within the first 24 hours after the customer's message. This response can be of any type accepted by WhatsApp: * Manual reply from a human agent. * Automatic reply from a SprintHub flow. * Chatbot or AI agent response. * Approved templates, although they are not required at this stage. |

Warning

If the business does NOT respond within 24 hours, the service window closes automatically and the 72-hour bonus is lost. From then on, to speak with the customer, it will be mandatory to send an approved paid Meta template, and standard billing applies again.

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### Step 3: The free 72-hour window opens When the business responds within the initial 24 hours, three things happen at the same time: 1. The business's first response is free. 2. The 72-hour Free Entry Point window opens automatically. 3. The 72-hour timer starts counting from the exact moment of the business's response, not from the customer's original message. ### Step 4: What can be sent during the 72-hour window During the 72 hours in which the free window is open, your business can send any type of message without charge, but with one important nuance that many teams forget: | Situation | Allowed messages | Charge | | --------------------------------- | ------------------------------------------------------------------ | ------------------------- | | Within the initial 24h (CSW open) | Any type: plain text, image, audio, video, document, and templates | Free | | After 24h, but within the 72h FEP | Only approved templates (utility, marketing, or authentication) | Free | | After the 72h (FEP ended) | Only approved templates | Standard per-message rate |
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Golden tip

Each new customer message resets the 24-hour customer service timer. In other words, if the customer replies again at any time, the 24-hour period starts counting again from that new message — but the FEP 72-hour window is not renewed; it keeps its original deadline from the business's first response.

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### Step 5: What happens after 72 hours When the 72-hour timer reaches the end, the free window is permanently closed for that specific conversation. From that moment on: * The standard WhatsApp Business pricing applies again. * Billing is done per delivered message, according to the template category (marketing, utility, or authentication). * Prices vary according to the customer's destination country code. * To reopen the conversation, it will be necessary to send a Meta-approved template, and that message will have a cost. * If the customer messages again on their own, a new 24-hour window opens — but, unless it is through a CTWA or CTA ad, there is no new 72-hour FEP window. ## Complete practical example To make everything clearer, let's follow a real journey of a lead coming from a Click-to-WhatsApp ad: | Time | Action | Active window | Charge | | ----------------- | ----------------------------------------------------------------------------------- | -------------------- | --------------------------- | | 10:00 AM | Customer clicks a CTWA ad on Instagram and sends: "I want to know about the course" | Starts 24h window | No cost (customer message) | | 10:15 AM | SprintHub chatbot automatically replies introducing the course | Opens 72h FEP window | Free | | 12:00 PM | Human agent sends audio explaining the modules | Both open | Free | | Next day 11:00 AM | 24h CSW ends (customer did not reply) | Only FEP continues | Only templates from here on | | Day 2 at 2:00 PM | Company sends a marketing template with a discount | FEP active | Free (within FEP) | | Day 4 at 10:15 AM | FEP expires (72h after initial response) | No window | Standard rate returns | | Day 4 at 4:00 PM | Company sends a marketing template to try to recover the lead | No window | Normal per-message charge |
## Best practices to make the most of the window ### 1. Set up an immediate automated reply The first response triggers the FEP window. The faster you reply, the more total free time you will have. Set up a welcome flow in SprintHub that responds within seconds to any message coming from a CTWA ad, even if it is just an initial acknowledgment while a human agent takes over. ### 2. Plan a messaging cadence for the 72 hours Use the free window to build relationships and qualify the lead with a planned sequence. Suggested cadence: * 0 to 2 hours — Right after the initial response: quick introduction and qualification. * 2 to 24 hours — Delivery of valuable content, social proof, or a demo. * 24 to 48 hours — Offer, supporting materials, or meeting scheduling. * 48 to 72 hours — Final engagement attempt and final marketing templates. ### 3. Keep the conversation active to reset the initial 24h Ask open-ended questions and use interactive elements (quick reply buttons, lists, catalogs) to encourage the customer to respond. Each customer reply resets the 24-hour window, allowing you to keep sending plain-text messages without needing to use templates. ### 4. Use the right type of template after the initial 24 hours After the 24h CSW window closes (but still within the 72h FEP), only templates can be sent. Even though they are free at that point, they must be classified correctly. Misclassifying a template may result in rejection by Meta or future billing issues. ### 5. Track conversion metrics within the window Track how many CTWA-initiated conversations convert within the 72 hours. This is the most important KPI for justifying paid media investment in Click-to-WhatsApp ads. ## Frequently asked questions #### Can the 72-hour window be renewed? No. The FEP window has a fixed term from the business's first response and is not renewed by new customer messages. To open a new 72-hour window, the customer must click a new CTWA ad or CTA button and start a new conversation. #### What if I send a template before the customer replies to the ad? Templates sent outside an open window are charged according to the standard rate. The FEP window is only activated when the sequence is: customer clicks the ad, customer sends a message, business responds within 24h. #### What counts as a response to open the FEP window? Any message sent by the business to that customer within the initial 24 hours counts as a response, including automatic messages, chatbot replies, templates, or messages from human agents. #### Do messages initiated by QR Code or wa.me link activate the 72h window? No. Only paid Click-to-WhatsApp ads on Facebook or Instagram and CTA buttons configured on Facebook Pages activate the 72-hour benefit. Other entry points open only the standard 24-hour customer service window. #### What if the customer deletes the conversation or blocks my number? If the customer blocks the company's number, all messages sent will be rejected by WhatsApp, even within the free window. If the customer only deletes the conversation, the windows remain active on Meta's server — you can continue sending messages normally. #### Does the window work in conversations started on WhatsApp Web? No. According to Meta's official documentation, the FEP window is only activated by customer-initiated messages on Android or iOS devices. Conversations started on the web or desktop apps do not trigger the 72-hour benefit. #### Do marketing templates within the FEP window count toward the per-user limit? Marketing templates sent within an open CSW window do not count toward Meta's daily per-user marketing message limit. This is another strategic advantage of keeping conversations active within the 72-hour window. ## Executive summary |

The 5 points every agent needs to know

1. Messages from CTWA ads or Facebook CTA buttons are opportunities for up to 72 hours of free communication.

2. The business has 24 hours to send the first response, or the benefit is lost forever in that conversation.

3. The 72-hour window starts counting from the business's response, not from the customer's message.

4. Within the 72 hours, all messages are free: plain text in the first 24 hours and templates from the 25th to the 72nd hour. 5. After 72 hours, standard per-message pricing applies again.

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In short: responding quickly to ad leads is not just good customer service practice — it is direct, measurable savings in messaging costs, and it is what separates a profitable Click-to-WhatsApp strategy from a cost trap. ## Official sources * Pricing on the WhatsApp Business Platform — Meta's official developer documentation. Available at developers.facebook.com. * Service messages and customer service windows — Specification of the behavior of the 24-hour customer service window. This article was prepared based on Meta's official documentation in effect in May 2026. Since Meta updates its pricing policy quarterly, it is recommended to consult the official documentation whenever there are doubts about specific rules.