Summary
If you promote content that includes a WhatsApp button, you may notice that some conversations have a free messaging window of up to 7 days, while others are charged as normal conversations.
This usually happens because of the difference between Click-to-WhatsApp ads (CTWA) and Click-to-WhatsApp posts (CTWP).
Although both can include a WhatsApp button and appear in Ads Manager, they are treated differently by Meta for billing.
Important: Starting September 28, 2026, the free messaging window for CTWA conversations changed from 72 hours to up to 7 days.
Type | What it is | Free 7-day conversation window |
CTWA (Click-to-WhatsApp ads) | Ads created with the Messages objective and WhatsApp as the destination |
Yes |
CTWP (Click-to-WhatsApp posts) | Boosted posts with a WhatsApp button but using other objectives such as Engagement or Reach |
No |
Instructions
What is a Click-to-WhatsApp ad (CTWA)?
A Click-to-WhatsApp ad is a paid ad specifically designed to start conversations on WhatsApp.
To create a CTWA ad, the ad must be set up with:
Objective: Messages
Destination: WhatsApp
When a customer clicks the ad and starts a WhatsApp conversation:
The conversation qualifies for the free messaging window of up to 7 days.
Previously, this free window was 72 hours. It changed to up to 7 days starting September 28, 2026.
During this window, messages exchanged with that customer are not charged as a conversation.
What is a Click-to-WhatsApp post (CTWP)?
A Click-to-WhatsApp post (CTWP) happens when you boost an existing post that contains a WhatsApp button, but the boost uses an objective other than Messages.
For example:
Engagement
Reach
Traffic
Other non-message objectives
Even though:
The post appears in Ads Manager
The post includes a WhatsApp CTA button
Meta does not classify it as a CTWA ad.
In these cases:
The webhook shows
source_type = "post"The 7-day free window does not apply
Conversations are charged at the standard WhatsApp conversation rate
Why this can be confusing
From an advertiser’s perspective, boosted posts with a WhatsApp button often look identical to Click-to-WhatsApp ads because:
They appear in Ads Manager
They include a WhatsApp call-to-action button
Customers can start a WhatsApp conversation by clicking the button
However, Meta determines whether the conversation qualifies for the free window based on the campaign objective, not just the presence of a WhatsApp button.
How to make sure your conversations qualify for the free window
To ensure your conversations are eligible for the free messaging window of up to 7 days, use one of the following options:
Create ads with the Messages objective and select WhatsApp as the messaging destination.
Direct users to the WhatsApp CTA button on your Facebook Page.
These methods are treated as Click-to-WhatsApp ads (CTWA) by Meta.
Frequently Asked Questions (FAQs)
Click-to-WhatsApp Ads and Posts
1. What is the difference between CTWA and CTWP?
CTWA (Click-to-WhatsApp ads) are ads created with the Messages objective and WhatsApp as the destination. They qualify for a free messaging window of up to 7 days.
CTWP (Click-to-WhatsApp posts) are boosted posts with a WhatsApp button that use an objective other than Messages, such as Engagement or Reach. They do not qualify for the 7-day free messaging window.
2. What is a Click-to-WhatsApp ad (CTWA)?
A Click-to-WhatsApp ad is a paid ad designed to start conversations on WhatsApp. The ad must use the Messages objective and WhatsApp as the destination.
3. How long is the free messaging window for CTWA conversations?
Starting September 28, 2026, CTWA conversations have a free messaging window of up to 7 days. Before September 28, 2026, the free window was 72 hours.
4. What is a Click-to-WhatsApp post (CTWP)?
A Click-to-WhatsApp post is a boosted existing post that contains a WhatsApp button but uses an objective other than Messages, such as Engagement, Reach, or Traffic. Meta does not classify these posts as CTWA ads.
5. Do CTWP conversations qualify for the 7-day free messaging window?
No. CTWP conversations do not qualify for the 7-day free messaging window and are charged at the standard WhatsApp conversation rate. The webhook for these conversations shows source_type = "post".
Eligibility for the Free Window
6. Does having a WhatsApp button make a campaign eligible for the 7-day free window?
No. Meta determines eligibility based on the campaign objective, not just the presence of a WhatsApp button. A boosted post can appear in Ads Manager and include a WhatsApp CTA button without qualifying for the 7-day free window.
7. How can I make sure my conversations qualify for the 7-day free window?
Create an ad with the Messages objective and select WhatsApp as the messaging destination, or direct users to the WhatsApp CTA button on your Facebook Page. These methods are treated as Click-to-WhatsApp ads (CTWA) by Meta.