Meta charges for replies. But it gave you 7 free days to sell.
The free window for Click-to-WhatsApp ads went from 72 hours to up to 7 days. Here is what changed, how it is triggered and why replying fast is worth more than ever.
72 hours Up to 7 days with no per-message cost from an ad, if you reply within 24 h
In short: since October 1, Meta charges for every reply a business sends through the WhatsApp Business API within the 24-hour window. The first 1,000 per month per number are still free. But there is good news: according to official Meta partners, since September 28 the free window for Click-to-WhatsApp ads, the Free Entry Point (FEP), went from 72 hours to up to 7 days. [1] [2] [3]
In plain terms: if a customer messages you from an ad and you reply in time, you can talk with them for up to a week without paying per message. If you sell on WhatsApp, that changes the strategy.
How we got here
- August 1, 2026
Meta's AI agent starts charging
Meta Business Agent replies are billed per token.
- September 28, 2026
The free ad window gets longer
The Free Entry Point goes from 72 hours to up to 7 days for conversations that start on a Click-to-WhatsApp ad.
- October 1, 2026
Replying is no longer free
Replies within the 24-hour window and utility templates are billed per message, after the first 1,000 of the month.
How the 7-day window is triggered
- 01
The customer taps your ad
From a Click-to-WhatsApp ad or the WhatsApp button on your Facebook page, in the mobile app.
- 02
You reply within 24 hours
With any type of message. That reply is free and opens the window.
- 03
You chat with no per-message cost
While the window is open, up to 7 days, your messages are not billed, templates included.
Heads up: if you do not reply within the first 24 hours, the free window does not open. Reply late, and you pay. [2]
Your store · came from an ad
Day 1
Hi, I saw your ad. Do you have these sneakers in size 38?
Hi! Yes, we still have size 38. Want me to hold them for you?
Day 3
Sorry for the delay. Are they still available?
Yes, I kept them for you. Shall I send you the payment link?
Day 5
Hi! Your order has shipped. It arrives tomorrow.
Before, the window had already closed by day three. Now the whole conversation can continue with no per-message cost while the window is open.
The math, at a glance
| Situation | Before | Now |
|---|---|---|
| Customer comes from an ad and you reply within 24 h | Free for 72 hours | Free for up to 7 days |
| Replies within the 24-hour window (no ad) | Free | Billed after 1,000 per month |
| Utility templates within the 24-hour window | Free | Billed |
| Templates within the ad window | Free | Free |
| Meta Business Agent replies | Per token | Per token (separate) |
Per-country rates published by Meta; Meta may update them up to once per quarter. [1]
What to do this week
-
Try a Click-to-WhatsApp ad
It is the cheapest way in to talk with new customers.
-
Reply in minutes, not hours
The free window depends on answering within 24 hours.
-
Follow up within the week
Reminders, questions and the payment link all fit inside the window.
-
Track where each conversation comes from
Separate what comes from ads from what comes in directly. They do not cost the same.
Replying fast is worth more now.
A Daguito agent replies in seconds, at any hour. That way no free window slips away and every customer who arrives from your ad gets an answer right away.
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