Summary
This article provides a detailed overview of the changes to the messaging limits for Click-to-WhatsApp Ads (CTWA), effective March 1st, 2023. It explains how these changes impact businesses, particularly focusing on the cost structure for conversations initiated through CTWA. Additionally, the article highlights important considerations for businesses to optimize their CTWA campaigns while adhering to the new messaging limits.
Instructions
The messaging limit for Click-to-WhatsApp Ads (CTWA) has changed, effective March 1st, 2023. This article aims to clarify what these changes mean and how they impact your business.
What Changed
Free Initiating Conversations
When a user initiates a conversation using the call-to-action button on "Click to WhatsApp Ads", the initiated conversation will be free of charge for the first 72 hours if the business responds within 24 hours. This means you can communicate with your users for the initial 72 hours without incurring costs.
Charging for Subsequent Conversations
Subsequent conversations with the same user after 72 hours will be charged according to the conversation-based pricing model.
Key Takeaways
The first 72 hours of initiated conversations are free.
Responses within 24 hours must occur during this initial period to avoid charges.
Conversation pricing applies to subsequent interactions after the initial 72-hour window.
Chatbot sessions triggered from CTWA messages will still incur costs, regardless of chat expiry time.
Chat expiry time will remain 24 hours from the last message sent by the user.
Important Notes
The ad itself is not free; only the conversation initiated by the user is initially covered.
Updated Messaging Limit for CTWA
By understanding these changes, you can ensure a smoother experience for your users while maintaining the effectiveness of your Click-to-WhatsApp Ads campaigns.
Frequently Asked Questions (FAQs)
Free Initiating Conversations
1. What does the 72-hour free messaging window mean?
→ When a user starts a conversation by clicking on a Click-to-WhatsApp Ad (CTWA), businesses can reply for free within the first 72 hours, as long as they respond within 24 hours of the user's message.
2. Does the free messaging window apply to all conversations?
→ No, it only applies to conversations initiated through a Click-to-WhatsApp Ad. Regular WhatsApp conversations are subject to standard pricing.
3. What happens if I reply after 24 hours?
→ If you don't respond within 24 hours, the free messaging period expires, and any further messages will be charged based on the conversation-based pricing model.
Charging for Subsequent Conversations
4. When do I start getting charged for conversations?
→ After the 72-hour free messaging window ends, any new messages sent to the same user will be charged based on the conversation category (marketing, utility, authentication, or service).
5. Does the free conversation period reset if the user messages again?
→ No, the 72-hour free window does not reset if the user sends another message within that period. Charges only apply once the 72-hour window expires.
6. Will chatbot interactions during the free period incur charges?
→ Yes, chatbot sessions triggered by CTWA messages will still incur costs, even if they happen within the free messaging window.
Important Considerations
7. Is the Click-to-WhatsApp Ad itself free?
→ No, businesses still need to pay for the ad placement. The free messaging window only applies to conversations initiated by users who click on the ad.
8. How can I track the cost of my Click-to-WhatsApp conversations?
→ You can monitor conversation-based charges through your WhatsApp Business API dashboard or Meta Business Suite analytics.
9. How can I optimize my CTWA campaigns under this new model?
→ To maximize engagement while minimizing costs:
Ensure quick responses within 24 hours to qualify for free messaging.
Use chatbots strategically for automated follow-ups.
Encourage meaningful interactions to build customer relationships before the free period ends.