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Free entry point conversation
A WhatsApp conversation started when a customer taps a click-to-WhatsApp ad or a Facebook Page call-to-action. Meta gives these an extended free window to encourage ad-driven chat.
One term from the WhatsApp Business Platform glossary. Last updated 2026-07-25.
When someone arrives from a click-to-WhatsApp ad or a Facebook Page CTA, Meta opens a longer free window than the standard 24-hour service window. The business can converse without per-message template charges for that period.
This is a direct subsidy of ad-driven conversation, and it is a large part of why click-to-WhatsApp campaigns perform economically for lead generation: the qualifying conversation after the click costs nothing in messaging fees.
Related terms
- Click-to-WhatsApp ads (CTWA)
- Facebook and Instagram ads whose call to action opens a WhatsApp chat with your business, passing a referral payload you can attribute.
- Service conversation
- A WhatsApp conversation the customer starts, handled inside the 24-hour customer service window. Service replies are not charged per template message.
- Referral payload
- Attribution data attached to the first message of a conversation that started from a click-to-WhatsApp ad, identifying the ad, campaign and source that produced it.
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