Glossary
A free conversation window opened when a customer messages via a Click-to-WhatsApp ad or Facebook Page CTA.
A free entry point conversation is a special pricing benefit under Meta's model where conversations initiated through certain entry points — such as Click-to-WhatsApp ads or a call-to-action button on a Facebook Page — are free for an extended window. When a customer starts the chat through these entry points, the business can message back without conversation charges for a defined period.
This incentive rewards businesses for driving conversations from ads and Page CTAs, making CTWA campaigns more cost-effective. The exact terms and duration are set by Meta and have evolved over time.
Understanding free entry points helps marketers route conversations through the most cost-efficient channels.
Free entry point conversations cut the cost of ad-driven chats, making Click-to-WhatsApp campaigns substantially more cost-efficient.
Defuser AI maximizes free entry point value by automating CTWA conversations end to end on your WhatsApp Business API.
A free conversation window opened when a customer messages via a Click-to-WhatsApp ad or Facebook Page CTA.
Free entry point conversations cut the cost of ad-driven chats, making Click-to-WhatsApp campaigns substantially more cost-efficient.
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