Conversations

Most often you will come into contact with a 24-hour conversation window that starts the moment the business sends one of the approved Template Messages. There are 2 main types of conversations.

User (client)-initiated conversations

If there is an active client service window (i.e., a client has sent a message and created a customer service window) and no conversation sessions in progress, a business can send a response to that end-user. Once this message is delivered, a User-initiated conversation, which lasts 24 hours, begins. Facebook charges for the first response (sent by the business) that initiates the conversation at the User-initiated conversation rate. Any new messages that the business sends to the same end-user during the 24-hour period do not incur additional charges, regardless of whether or not the end-user sends additional replies. The business can send as many messages to the end-user as desired during this 24-hour period.

Business-initiated conversations

If there is an active customer service window (i.e., a client has sent a message and created a customer service window) and no conversation sessions in progress, a business can send a response to that end-user. Once this message is delivered, a User-initiated conversation, which lasts 24 hours, begins. Facebook charges for the first response (sent by the business) that initiates the conversation at the User-initiated conversation rate. Any new messages that the business sends to the same end-user during the 24-hour period do not incur additional charges, regardless of whether or not the end-user sends additional replies. The business can send as many messages to the end-user as desired during this 24-hour period.

There is an exception (72-hour conversation window). See below for more details.

The 24-hour conversation window starts even in the case when a client contacts a business. This time, there is no Template Message involved. There is a fee for this conversation.

a) 24-hour conversation window

It's the most common case you come into contact with. It's closely tied to the Template Messages. The price of the conversation depends on the Template Message type used for the conversation initiating. If you decide to combine multiple Template Messages during a communication with a client, it will result in higher costs and more open conversations (See the examples in the Pricing section).

b) 72-hour conversation window

In this case, the conversation is initiated by clicking on a so-called "Free Entry Point". It's about clicking on the aforementioned Facebook or WhatsApp ad. At this moment, a new 72-hour time frame is initiated.

You create this ad within Meta Business Manager for a specific Facebook page. You have the option to choose:

  • form (image, etc.),

  • the components of which it will be composed,

  • use the Send Message Button (through which the client contacts the company via WA),

  • the target group,

  • budget, etc.

Examples of paid advertising on Facebook and Instagram

This is the so-called "Free Entry Point". After clicking on the "Send Message" button or via the "Send WhatsApp Message" link, the client is connected to the company. In WhatsApp terminology, this is a "Call-to-action Ad".

As you can see, there is much more time for a resolution of a client's request. In addition, you can combine multiple Template Messages categories without initiating new paid conversions.

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