Quick answer
The free entry point window is a period during which Meta does not charge a business for WhatsApp messages to a customer who started the chat from a Click-to-WhatsApp ad. It opens when the business replies within 24 hours of the customer's first message. Meta long described it as 72 hours; its current pricing documentation says it may stay open for up to 7 days.
Key takeaways
- The free entry point (FEP) window applies to chats that start from a Click-to-WhatsApp ad, opened on WhatsApp's Android or iOS app.
- It opens when the business replies within the customer's 24-hour service window, timed from that reply.
- While it is open, Meta does not charge for marketing, utility, authentication or service messages to that customer.
- Meta long described the window as 72 hours; as of October 2026 its pricing page says it may stay open for up to 7 days.
- The window affects pricing only. The 24-hour rule for free-form messages and the opt-in rules still apply.
The free entry point window is a period in which Meta does not charge a business for the WhatsApp messages it sends to a customer who reached it through a Click-to-WhatsApp ad. It is Meta's way of rewarding businesses that bring conversations to WhatsApp through ads.
For a Kenyan business running Facebook or Instagram ads, it changes the cost of following up leads. This explainer covers how the window opens, how long it lasts, what it does and does not allow, and a worked example.
How does the free entry point window open?
The window opens in two moves. First, a customer taps your Click-to-WhatsApp ad on Facebook or Instagram and sends you a message from WhatsApp on their phone. That opens the normal 24-hour customer service window.
Second, your business replies within that 24 hours. According to Meta's WhatsApp pricing documentation, that reply is not charged and opens the free entry point window, starting from the moment you responded, not the moment the customer tapped.
Two details matter. Meta's documentation says the window applies to messages sent from WhatsApp's Android and iOS apps, not the desktop or web apps. And if you do not reply within 24 hours, there is no free entry point window at all.
How long does the free entry point window last?
Meta has described the free entry point window as 72 hours for most of its history, which is why many guides still call it "the 72-hour window". As of October 2026, Meta's pricing page says the window "may remain open for up to 7 days".
Meta revises WhatsApp pricing rules from time to time, so treat the current Meta pricing page as the source of truth rather than any blog post, this one included. In practice, plan your follow-up for the first few days, when the lead is warmest anyway.
What is free during the window, and what is not?
During the window, Meta does not charge for marketing, utility, authentication or service messages sent to that customer. That includes approved templates, such as a promotional carousel or an order confirmation.
What the window does not change:
- The 24-hour rule. You can send free-form messages only within 24 hours of the customer's last message. After that, even inside the free entry point window, you need an approved template.
- Consent. Promotions still need the customer's agreement to receive them. A chat started from an ad is not blanket permission for marketing.
- Your provider's fees. The window removes Meta's charge. Your WhatsApp provider may still charge for its service.
Our explainer on the 24-hour customer service window covers the free-form rule in detail.
How does chat.or.ke charge for messages in an ad chat?
chat.or.ke charges per message from a prepaid wallet, with Meta's fees included. Because Meta does not charge during the free entry point window, messages in a Click-to-WhatsApp ad chat are billed at a lower rate: KES 0.30 per message, compared with KES 0.75 for ordinary customer replies and KES 4.50 for promotions.
There is no monthly fee, and messages your customers send you are always free. See the pricing page for the full price list, and our explainer on WhatsApp Business API pricing for how Meta's categories work.
What does the free entry point window look like in practice?
Here is a worked example. A Mombasa tour operator runs an Instagram ad for a three-day Diani package with a "Send message" button.
- Saturday, 7:30pm. Hassan taps the ad on his phone and sends "Hi, is the Diani package available for December?" The 24-hour customer service window opens.
- 7:31pm. An automated greeting replies with buttons for dates, prices and "Talk to an agent". That reply falls within 24 hours, so Meta opens the free entry point window from this moment.
- 7:40pm. Hassan asks about a family room and gets prices and photos. He says he will confirm with his wife.
- Monday, 10:00am. More than 24 hours have passed since Hassan's last message, so the operator cannot send a free-form message. It sends an approved template with the December dates and a "Book now" button. Because the free entry point window is still open, Meta does not charge for it.
- Monday, 10:20am. Hassan replies and the 24-hour customer service window reopens, so the agent continues normally and confirms the booking.
Without the ad, that Monday template would have been billed as a marketing message. Inside the window, Meta does not charge for it.
How can you make the most of the window?
Make the most of it by replying fast and following up with purpose. The window only exists if you answer within 24 hours, and leads go cold far sooner than that.
- Greet instantly. In chat.or.ke, an automation flow can start from a Click-to-WhatsApp ad and greet every lead with buttons the moment they write.
- Answer from a shared inbox. Put the number in a shared WhatsApp inbox so whoever is on duty picks up ad chats, with assignment so nobody replies twice.
- Track the source. Leads from Click-to-WhatsApp ads are linked to the ad they came from, and each becomes a contact in the CRM pipeline, so you can see which ads lead to paying customers.
- Plan one or two follow-ups, such as a photo, a price or a reminder, while the window is open.
- Ask for opt-in if the customer would like future offers, and record it.
For the full ad setup, read how to run Click-to-WhatsApp ads.
Published 20 October 2026 Updated 20 October 2026 Plain-text version
