> For the complete documentation index, see [llms.txt](https://docs.mluvii.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.mluvii.com/en/for-administrators/tenant-management/settings/whatsapp/template-messages/conversations.md).
# 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.
{% hint style="info" %}
*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.*
{% endhint %}
{% hint style="success" %}
*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*](https://docs.360dialog.com/partner/account-management/driving-users-to-whatsapp/ads-that-click-to-whatsapp-c2wa)*.*
{% endhint %}
{% hint style="warning" %}
*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***](/en/for-administrators/tenant-management/settings/whatsapp/pricing.md#use-cases)***)!***
{% endhint %}
### a) 24-hour conversation window
It's the most common case you come into contact with. It's closely tied to the [Template Messages](/en/for-administrators/tenant-management/settings/whatsapp/template-messages.md). 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](/en/for-administrators/tenant-management/settings/whatsapp/pricing.md)).
### 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](https://www.facebook.com/business/ads). 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"**](https://www.facebook.com/business/help/465446147173921?id=280494269500057\&content_id=8WY9yF93xCTIRWT\&ref=sem_smb\&utm_term=dsa-1722060752368\&gclid=Cj0KCQjwuLShBhC_ARIsAFod4fIHI5OyxhzsLkMvJWglc8-FHlHpW2HL_BPJDNwDE06tQd-5cVy1zMcaAtvgEALw_wcB)**.**
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.**
{% hint style="success" %}
*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.***
{% endhint %}
{% hint style="success" %}
*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!***
{% endhint %}
{% hint style="warning" %}
*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!***
{% endhint %}
{% hint style="danger" %}
*If you decide to combine multiple T*[*emplate Messages categories*](/en/for-administrators/tenant-management/settings/whatsapp/template-messages.md#template-message-categories)*, **you will spend more money by creating multiple Conversations** (See the* [*Use cases*](/en/for-administrators/tenant-management/settings/whatsapp/pricing.md#use-cases)*).*
{% endhint %}