Summary
This article provides an overview of the messaging limits for Click-to-WhatsApp Ads (CTWA) and explains how they impact businesses.
Important: Starting September 28, 2026, conversations started through CTWA have a free messaging window of up to 7 days. Previously, this free window was 72 hours.
Instructions
The free messaging window for conversations initiated through Click-to-WhatsApp Ads (CTWA) changed from 72 hours to up to 7 days, effective September 28, 2026.
This article explains what this change means and how it impacts your business.
What Changed
Free messaging window extended to 7 days
When a user initiates a conversation using the call-to-action button on a Click-to-WhatsApp Ad, the conversation has a free messaging window of up to 7 days, provided the business responds within 24 hours.
Previously, this free messaging window was 72 hours.
This means businesses can communicate with users within the 7-day window without incurring charges for the conversation.
Charging for subsequent conversations
After the 7-day free messaging window ends, subsequent conversations with the same user are charged according to the applicable conversation-based pricing model.
Key Takeaways
Starting September 28, 2026, the free messaging window for conversations initiated through CTWA is up to 7 days.
Previously, the free messaging window was 72 hours.
Businesses need to respond to incoming CTWA messages within 24 hours to open the free messaging window.
Conversation pricing applies to subsequent interactions after the 7-day free window ends.
Chatbot sessions triggered from CTWA messages will still incur costs, regardless of chat expiry time.
The chat expiry time remains 24 hours from the last message sent by the user.
Important
The ad itself is not free; only the conversation initiated by the user is initially covered.
The 7-day free messaging window applies to conversations started through CTWA from September 28, 2026.
Updated Messaging Limit for CTWA
The free messaging window for CTWA conversations has changed from 72 hours to up to 7 days, effective September 28, 2026.
Understanding this change can help you manage conversations started through CTWA and plan your customer communications accordingly.
How the free messaging window works for CTWA ads
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 7-day free messaging window.
Monitor the free window: We’ll notify you when the 7-day window opens and when it’s about to expire.
Win back inactive leads: If the user doesn’t reply and the 24-hour chat window ends, you can still re-engage the lead by sending a template message.
Send messages during the free window. All message types are free during this window, including template messages and service messages.
Note: The conversation can still close after 24 hours without a new customer message. If it closes, you must send a template message to reopen it. The template message is free when sent within the active CTWA free messaging window.
Frequently Asked Questions (FAQs)
CTWA Free Messaging Window
1. What is the free messaging window for Click-to-WhatsApp Ads (CTWA)?
Starting September 28, 2026, conversations initiated through Click-to-WhatsApp Ads (CTWA) have a free messaging window of up to 7 days, provided the business responds to the user's first message within 24 hours. Previously, the free messaging window was 72 hours.
2. How do I activate the 7-day free messaging window for a CTWA conversation?
Reply to the user's first message within 24 hours of receiving it through a Click-to-WhatsApp Ad (CTWA). Your response activates the free messaging window of up to 7 days.
3. Which message types are free during the CTWA free messaging window?
All message types, including template messages and service messages, are free during the active 7-day CTWA free messaging window.
4. Do I have to pay for CTWA conversations after the 7-day free messaging window ends?
Yes. After the 7-day free messaging window expires, subsequent conversations with the same user are charged according to the applicable conversation-based pricing model.
CTWA Chat Expiry and Costs
5. Does the 7-day free messaging window change the CTWA chat expiry time?
No. The chat expiry time remains 24 hours from the last message sent by the user. If the conversation closes after 24 hours without a new customer message, you must send a template message to reopen it. The template message is free if sent while the CTWA free messaging window is still active.
6. Are chatbot sessions triggered by CTWA messages free during the 7-day window?
No. Chatbot sessions triggered by CTWA messages still incur costs, regardless of the chat expiry time.
7. Is the Click-to-WhatsApp Ad itself free during the 7-day messaging window?
No. The ad itself is not free. Only the conversation initiated by the user is initially covered by the free messaging window.