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.
On top of that, there is an exception. It's a special type of conversation initiated from a client side by clicking on Facebook or WhatsApp ads.
Either a 24-hour or 72-hour conversation window can't be extended! The only way how to do it is to combine multiple Template Message types within the particular Conversation, which only results in more conversations and higher costs (See the use cases)!
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.
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.
From 1st March 2023 conversations that start from a free entry point (Click to WhatsApp ads) will be free for 72 hours instead of 24 hours. This means if a customer starts a conversation from a Facebook ad a business can respond with any WhatsApp message (including marketing templates) for free for 72 hours.
The 72-hour conversation window is not the best thing. In addition, the first click on the Add, made by a particular client, is free. So you don't have to pay for this specific type of conversation!
Based on the Meta company policy, only the first client contact made by clicking on the Add is considered as free! The second and any later click on the same ad by the same client is paid!
If you decide to combine multiple Template Messages categories, you will spend more money by creating multiple Conversations (See the Use cases).
Last updated
