WhatsApp's Free Messaging Window for Click-to-WhatsApp Ads Is Extended to 7 Days
Table of Contents
Since 28 September 2026, conversations that start from a Click-to-WhatsApp ad can stay free for up to 7 days, up from 72 hours. Once you reply to the customer, every service or template message you send them in that window is free, including marketing, utility and authentication templates.
The 24-hour customer service window still runs separately: it decides when you can send freeform messages, while the 7-day window decides what you pay.
How does the free window start?
- A customer taps your ad and messages you. This opens the usual 24-hour customer service window. The chat needs to start from the WhatsApp app on Android or iOS.
- You reply within 24 hours. Your reply is free, and the free window starts from the moment you send it.
- Every message is free for up to 7 days. That covers your replies and any approved template you send to that customer.
Is the 7-day window the same as the 24-hour service window?
No. The two run independently. The customer service window opens, or resets, each time the customer messages you, and while it’s open you can send freeform messages.
Once 24 hours pass without a new message from the customer, you can only send approved templates. If the free window is still open, those templates cost nothing.
| Service window (24h) | Free window (up to 7 days) | What you can send | Cost |
|---|---|---|---|
| Open | Open | Freeform and templates | Free |
| Closed | Open | Approved templates only | Free |
| Closed | Closed | Approved templates only | Standard pricing |
What to do with the extra days
A customer who asks a question on Tuesday and comes back on Friday is still inside the free window. That gives you room to answer, send a quote, remind and close without paying for any of it.
A clinic can confirm a consultation booked from an ad, a store can follow up on products the customer asked about, and a travel agency can confirm a booking and offer an upgrade later in the week.
Two things make this work in practice:
- Reply fast. An automated first reply makes sure you never miss the 24 hours that open the free window.
- Have templates approved before the campaign starts. From day 2 your follow-ups will usually need to be templates, so prepare them in advance.
If you use Meta Business Agent, its replies are charged and aren’t covered by the free window.
FAQ
Do I need templates after the first day?
Yes, once 24 hours have passed since the customer’s last message. Approved templates are free while the free window is open.
Does the 7-day window apply when customers message me without an ad?
No. It only applies to conversations started from an ad that clicks to WhatsApp, Messenger or Instagram Direct.
Are Meta Business Agent replies free inside the window?
No. Meta Business Agent replies are charged separately.
What happens when the free window closes?
Standard per-message pricing applies, and outside the 24-hour service window you can only send templates.
Build your 7-day follow-up in WOZTELL
Set up instant replies for your ad leads and get your follow-up templates approved in WOZTELL before your next Click-to-WhatsApp campaign goes live.
