Summary
If you promote content that includes a WhatsApp button, you may notice that some conversations are free for 72 hours, 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.
Type | What it is | Free 72-hour 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 72-hour free entry point window
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 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 72-hour 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 72-hour free entry point window, 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. Why are some WhatsApp conversations free for 72 hours while others are charged?
Some WhatsApp conversations are free for 72 hours because they start from Click-to-WhatsApp ads (CTWA). Conversations that start from Click-to-WhatsApp posts (CTWP) do not qualify for the free window and are charged as standard WhatsApp conversations.
2. What is a Click-to-WhatsApp ad (CTWA)?
A Click-to-WhatsApp ad (CTWA) is a paid advertisement designed to start conversations on WhatsApp. It is created with the Messages objective and WhatsApp selected as the destination.
3. What happens when a customer clicks a Click-to-WhatsApp ad?
When a customer clicks a Click-to-WhatsApp ad and starts a WhatsApp conversation, the conversation qualifies for the 72-hour free entry point window. During this window, messages exchanged with that customer are not charged as a conversation.
Click-to-WhatsApp posts
4. What is a Click-to-WhatsApp post (CTWP)?
A Click-to-WhatsApp post (CTWP) occurs when an existing post that contains a WhatsApp button is boosted using an objective other than Messages, such as Engagement, Reach, Traffic, or other non-message objectives.
5. Why are conversations from boosted posts charged?
Conversations from boosted posts are charged because Meta does not classify boosted posts using non-message objectives as Click-to-WhatsApp ads. As a result, the 72-hour free conversation window does not apply, and the conversations are billed at the standard WhatsApp conversation rate.
6. How can you identify a conversation that started from a boosted post?
A conversation that started from a boosted post can be identified in the webhook data because the referral shows source_type = "post".
Eligibility for the free conversation window
7. What conditions are required for a conversation to qualify for the 72-hour free window?
A conversation qualifies for the 72-hour free entry point window when it starts from a Click-to-WhatsApp ad created with the Messages objective and WhatsApp selected as the destination.
8. Why can Click-to-WhatsApp posts be confused with Click-to-WhatsApp ads?
Click-to-WhatsApp posts can be confusing because boosted posts may appear in Ads Manager, include a WhatsApp call-to-action button, and allow customers to start a WhatsApp conversation, which makes them look similar to Click-to-WhatsApp ads.
9. How can businesses ensure their conversations qualify for the free window?
Businesses can ensure their conversations qualify for the 72-hour free entry point window by:
Creating ads with the Messages objective and selecting WhatsApp as the messaging destination
Directing users to the WhatsApp CTA button on their Facebook Page