Messaging limit for Click-to-WhatsApp Ads (CTWA)

Helpdesk Updated by Helpdesk

After March 1st 2023, Meta has released an update on how conversations will be priced for your 'Click-to-WhatsApp-Ads' or 'Call-To-Action-Buttons'.

What will CHANGE

  • If a user initiates a conversation using 'Click-to-WhatsApp-Ads' or 'Call-To-Action-Buttons' in Facebook ads, the current validity will increase from 24 hours to 72 hours
  • This means that you will be able to communicate with your users for 72 hours. and the entire conversation is still counted as one single conversation.


  • Free conversations limit is not changed, and will remain at 1000 every month
  • Conversations are still charged as per this conversation based pricing model
  • Each conversation has a 24 hrs window, after which it is considered to be a new conversation

How did we do?

Broadcast Sequence Sheet Add-on

How to allow users to Opt-Out or Unsubscribe from Broadcasts?