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.
Businesses needs to respond to incoming CTWA messages within 24 hours 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.
How to enable the 72-hour free window with CTWA
Respond within 24 hours: When you receive a message from a user via CTWA, make sure to reply within 24 hours. Your response will start the 72-hour free messaging window.
Notifications: We’ll notify you when the 72-hour window opens and also when it’s about to expire (see attached images for reference).
Win back inactive leads: If the user doesn’t reply and the 24-hour chat window ends, you can still re-engage the lead for free by sending a template message.
Frequently Asked Questions (FAQs)
CTWA messaging limits
1. What are the new messaging limits for Click-to-WhatsApp Ads (CTWA)?
The first 72 hours of a conversation initiated via CTWA are free if the business responds within 24 hours. After 72 hours, conversation-based pricing applies.
2. When does the 72-hour free messaging window start?
The 72-hour free window starts when the business responds to a user’s message within the first 24 hours of the conversation being initiated.
3. What happens after the 72-hour free window ends?
Subsequent messages after the 72-hour window are charged according to the conversation-based pricing model.
4. Do chatbot sessions triggered by CTWA messages incur costs?
Yes. Chatbot sessions triggered from CTWA messages incur costs regardless of the 72-hour free window or chat expiry time.
5. What is the chat expiry time for CTWA messages?
The chat expiry time is 24 hours from the last message sent by the user.
6. Is the CTWA ad itself free?
No. Only the conversation initiated by the user is free for the first 72 hours if the business responds within 24 hours.
Enabling the 72-hour free messaging window
7. How can I enable the 72-hour free messaging window?
To enable the 72-hour free window, respond to the user’s CTWA message within 24 hours of receiving it. Notifications will indicate when the window opens and when it is about to expire.
8. Can I re-engage users who didn’t reply within the 24-hour chat window?
Yes. You can win back inactive leads for free by sending a template message even after the initial 24-hour chat window has ended.
9. Why is it important to respond within 24 hours?
Responding within 24 hours ensures that the conversation qualifies for the 72-hour free messaging window, helping you avoid charges and maximize engagement with users.