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WhatsApp Free Entry Point Window Extended to 7 Days – Know What's Changed?
Meta has extended the CTWA Free messaging window / WhatsApp Free Entry Point (FEP) window from 72 hours to up to 7 days, effective September 28, 2026.
For businesses running Click-to-WhatsApp (CTWA) ads, this means more time to follow up with potential customers, answer their questions, and convert leads without additional Meta messaging fees on eligible messages.
But how does the new 7-day window work, which messages are free, and what are the conditions?
Let's break down what's changed and what it means for your business.
TL;DR – Key Takeaways
- Extended Free Messaging Window: Effective September 28, 2026, Meta extended the WhatsApp Free Entry Point (FEP) window from 72 hours to up to 7 days
- Eligibility: The window applies to qualifying Click-to-WhatsApp (CTWA) ad conversations initiated through WhatsApp on Android or iOS
- 24-Hour Reply Requirement: Businesses must respond within 24 hours of the customer’s message to activate the FEP window, which starts from the qualifying reply
- Free Message Types: Marketing, utility, authentication, and service messages incur no Meta messaging fees while the FEP window is active, but Meta Business Agent charges still apply
- 24-Hour Customer Service Rule: Regular replies are allowed only during an open 24-hour customer service window; approved templates are required once it closes, even if the FEP window remains active
What Is the WhatsApp Free Entry Point Window?
The WhatsApp Free Entry Point (FEP) window is a period during which businesses can send eligible WhatsApp messages to customers without paying Meta messaging fees.
To qualify, a customer must start a conversation through a Click-to-WhatsApp (CTWA) ad and the business must reply within 24 hours.
Once the business responds, the free messaging window opens and can remain active for up to 7 days, starting from the time of that reply.
What Has Changed in Meta’s WhatsApp Free Entry Point Window?
Effective September 28, 2026, Meta extended the WhatsApp Free Entry Point (FEP) window from 72 hours to up to 7 days for eligible Click-to-WhatsApp (CTWA) conversations.
This means businesses now have more time to follow up with ad-generated leads without paying Meta messaging fees for eligible messages.
Here’s a quick comparison of the old and new rules:
Comparison | Previous Rule | New Rule |
| Free messaging window | 72 hours | Up to 7 days |
| Eligible conversations | Qualifying CTWA conversations | No change |
| Business reply requirement | Within 24 hours | No change |
| Eligible message categories | Marketing, Utility, Authentication, Service | No change |
| Meta messaging charges | Free during the 72-hour window | Free during the active FEP window, up to 7 days |
What’s the biggest change?
Businesses can now send eligible follow-up messages on Days 4–7 without additional Meta messaging fees, provided the FEP window is still active.
How Does the WhatsApp 7-Day Free Messaging Window Work?
The WhatsApp 7-day Free Entry Point window opens when a business responds to an eligible Click-to-WhatsApp (CTWA) conversation within 24 hours.
Here’s how it works, step by step:
- Customer sends a message: A customer clicks your CTWA ad on Facebook or Instagram and starts a WhatsApp conversation using the Android or iOS app.
- The 24-hour window opens: The customer’s message starts the standard 24-hour customer service window.
- Business responds within 24 hours: Your team or chatbot sends a qualifying reply, activating the free messaging window.
- The 7-day countdown begins: The FEP window starts from the time of your first qualifying reply, not when the customer initially messaged you.
- The free window expires: Once the FEP window closes, standard WhatsApp Business API pricing rules apply.
For Example:
A customer clicks your CTWA ad and messages your business on Monday at 10 AM. You reply at 11 AM the same day.
Your free messaging window starts at 11 AM on Monday and can remain open until 11 AM the following Monday.
During this period, eligible messages incur no Meta messaging fees. However, after 24 hours without a new customer message, you must use approved templates for follow-ups.
Let us simplify this with another example. A customer clicks a CTWA ad and asks about a product. The business responds with a marketing template, followed by customer support and an order confirmation.
Here’s how Meta charges for each message during the active FEP window:
Message Content | Sender | Message Type | Message Category | Charges Incurred |
| User messages from a CTWA ad: “Do you have this in white?” | User | – | – | – |
| Interactive media carousel message to showcase available colors for that product | Business | Template | Marketing | No charge. Opens FEP window |
| “Do you have this in size small?” | User | – | – | – |
| Customer service rep responds to user’s question | Business | Non-template | Service | No charge in open FEP window |
| Order confirmation | Business | Template | Utility | No charge in open FEP window |
Total charges | 0 charges |
The takeaway: Marketing, utility, and service messages in this example incur zero Meta messaging charges because they open or are sent within the active FEP window.
WhatsApp 24-Hour Customer Service Window vs. 7-Day Free Entry Point Window
The 24-hour Customer Service Window and the 7-day Free Entry Point (FEP) window serve different purposes.
- 24-hour Customer Service Window: Opens whenever a customer sends a message and allows businesses to send regular replies and approved templates for 24 hours
- 7-day Free Entry Point Window: Opens after a qualifying business reply to an eligible CTWA lead and waives Meta messaging fees for eligible messages for up to 7 days
Here’s how both windows work together:
Customer Service Window | FEP Window | Allowed Messages | Meta Messaging Charges |
| Open | Open | Regular replies and approved templates | Free for eligible messages |
| Closed | Open | Approved templates only | Free for eligible templates |
| Open | Closed | Regular replies and approved templates | Standard pricing rules apply |
| Closed | Closed | Approved templates only | Standard pricing rules apply |
Important: Every new customer message resets the 24-hour customer service window, but it does not restart or extend the 7-day FEP window.
Which WhatsApp Messages Are Free During the 7-Day FEP Window?
During an active 7-day Free Entry Point (FEP) window, Meta does not charge messaging fees for eligible marketing, utility, authentication, or service messages.
Here’s a quick breakdown:
Message Type | Example | Meta Messaging Charges |
| Marketing templates | Promotional offers, product recommendations, follow-ups | Free |
| Utility templates | Order confirmations, shipping updates, appointment reminders | Free |
| Authentication templates | OTPs and verification codes | Free |
| Service messages | Customer support replies and general inquiries | Free (within an open 24-hour customer service window) |
Important: Meta Business Agent messages remain chargeable even during the FEP window. Also, the free messaging benefit covers only Meta’s eligible messaging fees, not Click-to-WhatsApp ad spend, BSP fees, or platform subscription charges.
Who Qualifies for the WhatsApp 7-Day Free Entry Point Window?
To qualify for the WhatsApp 7-day Free Entry Point (FEP) window, businesses must meet these conditions:
- Eligible entry point: The customer must start a conversation through a Click-to-WhatsApp (CTWA) ad on Facebook or Instagram
- Mobile app requirement: The customer must send the message using WhatsApp on Android or iOS, not WhatsApp Web or Desktop
- Customer-initiated conversation: The customer must send the first message after clicking the ad
- Business reply within 24 hours: The business must respond within the customer service window to activate the FEP window
Important: Conversations started through regular website WhatsApp links, QR codes, or direct messages do not qualify for this benefit.
Facebook Page WhatsApp CTA buttons have also been listed as eligible entry points, but Meta’s current 7-day documentation specifically mentions CTWA ads.
Businesses should verify Page-button eligibility before assuming those conversations qualify for the extended window.
How Does the New 7-Day Window Affect WhatsApp Business API Pricing?
Meta introduced two important WhatsApp Business API pricing changes, effective October 1, 2026:
- Service messages are now chargeable: Businesses get 1,000 free service messages per phone number each month. After that, Meta charges per delivered message
- Utility templates are now chargeable: Utility templates sent within the 24-hour customer service window are no longer free by default
However, businesses can still send eligible marketing, utility, authentication, and service messages without Meta messaging fees during an active 7-day FEP window.
Learn more about the WhatsApp API Message Pricing Change Effective October 1, 2026 HERE
Example – How the New 7-Day Window Saves Messaging Costs
Suppose a customer contacts your business through a CTWA ad on Monday, and you reply within 24 hours.
You send an approved marketing template to follow up on Friday (Day 5).
Previous 72-Hour Rule | New 7-Day Rule |
| Day 5 follow-up falls outside the free window | Day 5 follow-up can remain inside the free window |
| Standard marketing template charges apply | No Meta messaging fee if FEP is still active |
The takeaway: Businesses now have more time to follow up with CTWA leads without additional Meta messaging fees, helping reduce WhatsApp messaging costs while keeping conversations going.
Why the Extended Free Messaging Window Matters for Businesses
The extended 7-day Free Entry Point window gives businesses more time to engage with CTWA leads while reducing Meta messaging costs.
Here are the key benefits:
- More time to convert leads: Follow up with potential customers who need extra time to compare products, review offers, or make purchasing decisions
- Lower messaging costs: Send eligible follow-up messages for up to 7 days without additional Meta messaging fees
- Flexible customer follow-ups: Share quotations, confirm appointments, and answer product inquiries without rushing conversations
- Better lead nurturing: Send relevant product details, reminders, and offers based on customer interests
- Support for longer sales cycles: Give B2B buyers more time to discuss proposals, confirm budgets, and get internal approvals
For example: An ecommerce brand can follow up on an abandoned purchase, a clinic can send appointment reminders, and a B2B sales team can check in on a pending quotation, all without Meta messaging fees, provided the FEP window remains active and the messages are eligible.
How to Make the Most of WhatsApp’s 7-Day Free Messaging Window
To make the most of the WhatsApp 7-day free messaging window, businesses should focus on timely responses, relevant follow-ups, and keeping track of customer conversations.
Here are some practical tips:
- Respond quickly to CTWA leads: Use chatbots, AI-Agents or automated replies to respond within 24 hours and activate the FEP window
- Prepare approved message templates: Keep marketing, utility, and authentication templates ready for follow-ups after the 24-hour customer service window closes
- Plan your follow-ups: Schedule messages based on where customers are in their buying journey rather than sending unnecessary reminders
- Personalize conversations: Share relevant product information, quotations, and offers based on each customer’s needs
- Track leads and conversions: Monitor customer responses, sales progress, and FEP expiry to avoid unexpected messaging charges
- Avoid excessive messaging: Just because eligible messages are free doesn’t mean customers should receive frequent or irrelevant follow-ups
Example – A Simple 7-Day WhatsApp Follow-Up Journey
Here’s how a business can engage a CTWA lead during an active FEP window:
Day | Action | Message Type |
| Day 1 | Respond to the customer’s inquiry and share product details | Regular reply |
| Day 2 | Follow up with additional information or a quotation | Approved template* |
| Day 3 | Answer questions if the customer responds | Regular reply |
| Day 5 | Check whether the customer needs help making a decision | Approved marketing template* |
| Day 6 | Send a relevant reminder or appointment confirmation | Approved template* |
| Day 7 | Review the conversation and plan the next step | No message required |
Approved templates are required when the 24-hour customer service window is closed. Regular replies are allowed only while that window is open.
Remember: The FEP window lasts up to 7 days, so check whether it is still active before sending follow-ups. Meta messaging fees are waived only for eligible messages sent while the window remains open.
Common Mistakes Businesses Should Avoid With the 7-Day FEP Window
While the extended FEP window offers more time for free messaging, businesses should avoid these common mistakes:
- Replying too late: Failing to respond within 24 hours of the customer’s initial message can prevent the free window from opening
- Sending regular messages after 24 hours: The 7-day FEP window doesn’t extend the 24-hour customer service window. Once it closes, approved templates are required
- Assuming all WhatsApp conversations qualify: Chats started through regular website links, QR codes, or direct messages don’t automatically qualify for FEP benefits
- Assuming 7 days are guaranteed: Meta states that the window can remain open for up to 7 days, so businesses should track its actual expiry
- Ignoring messaging restrictions: Marketing templates must still follow Meta’s messaging limits and WhatsApp Business policies, even during the free window
- Assuming everything is free: The FEP window waives eligible Meta messaging fees, but CTWA ad spend, platform charges, and Meta Business Agent fees may still apply
The takeaway: Respond on time, use the right message types, and monitor your FEP window to avoid missed opportunities and unexpected charges.
Manage WhatsApp Ad Leads and Follow-Ups With YCloud
The extended 7-day FEP window gives businesses more time to follow up with CTWA leads. But managing conversations, responding on time, and tracking follow-ups still require the right tools.
With YCloud’s WhatsApp Business API, businesses can manage these activities from one platform using:
- Shared Team Inbox: Manage customer conversations in one place and assign chats to the right team members
- Chatbot Automation: Automatically respond to incoming inquiries and handle common customer questions
- WhatsApp Campaigns: Send approved message templates for lead nurturing, reminders, and follow-ups
- AI Agents: Automate routine conversations and assist customers with relevant information
- Customer Segmentation: Organize contacts using tags and attributes for more relevant follow-ups
YCloud helps businesses manage their WhatsApp conversations more efficiently while making use of Meta’s extended free messaging window for eligible CTWA leads.
Want to simplify your WhatsApp lead management?
Get started with YCloud and manage your customer conversations and follow-ups from one place.
Wrapping Up!
Meta’s extension of the WhatsApp Free Entry Point window from 72 hours to up to 7 days gives businesses more time to engage CTWA leads without additional Meta messaging fees on eligible messages.
However, the 24-hour customer service window still applies, so businesses must respond on time and use approved templates when required.
By responding quickly, planning relevant follow-ups, and keeping conversations organized, businesses can make better use of this extended window to convert potential customers.
With YCloud’s WhatsApp Business API, shared team inbox, and automation tools, managing these conversations becomes easier.
Get started with YCloud to simplify your WhatsApp lead management and follow-ups.
Frequently Asked Questions
What is the WhatsApp Free Entry Point window?
The WhatsApp Free Entry Point (FEP) window allows businesses to send eligible messages to customers without Meta messaging fees for up to 7 days after responding to a qualifying Click-to-WhatsApp (CTWA) conversation.
Is WhatsApp’s free messaging window now 7 days instead of 72 hours?
Yes. Effective September 28, 2026, Meta extended the Free Entry Point window from 72 hours to up to 7 days for eligible CTWA conversations.
Who qualifies for the WhatsApp 7-day free messaging window?
Customers must initiate a conversation through an eligible Click-to-WhatsApp ad using WhatsApp on Android or iOS. The business must respond within the 24-hour customer service window to qualify.
When does the WhatsApp 7-day free window start?
The FEP window starts when the business sends its first qualifying reply within the 24-hour customer service window, not when the customer initially sends a message.
Can businesses send free WhatsApp messages after 24 hours?
Yes. Businesses can send approved message templates without Meta messaging fees while the FEP window remains active. Regular replies require an open 24-hour customer service window.
What happens if a business replies after 24 hours?
If the business misses the qualifying 24-hour reply window, the FEP window will not open. The business must follow standard WhatsApp messaging rules and applicable pricing.
Has WhatsApp’s 24-hour customer service window changed?
No. The 24-hour customer service window remains unchanged. It opens or resets whenever a customer sends a new message.
Do businesses need to activate the new 7-day free messaging window?
No manual activation is required. Meta automatically opens the FEP window when a conversation meets the eligibility requirements.
Does a chatbot or AI agent reply open the free entry point window?
Yes. A qualifying automated reply from a chatbot or AI agent can open the FEP window if sent within the required customer service window. However, Meta Business Agent messages remain separately chargeable.
Which WhatsApp messages are free during the 7-day FEP window?
Eligible marketing, utility, authentication, and service messages are free of Meta messaging fees while the FEP window is active. Regular service replies still require an open 24-hour customer service window.
Are marketing messages free during the WhatsApp 7-day window?
Yes. Approved marketing templates can be sent without Meta messaging fees during an active FEP window, subject to Meta’s messaging policies and limits.
Does the 7-day FEP window apply to all WhatsApp conversations?
No. It applies only to conversations that meet Meta’s eligible entry-point and reply requirements. Regular WhatsApp chats, website links, and QR code conversations do not automatically qualify.
What happens after the WhatsApp Free Entry Point window expires?
Once the FEP window closes, standard WhatsApp Business API pricing rules apply. Businesses must use approved templates if the 24-hour customer service window is also closed.
Are Meta Business Agent messages free during the FEP window?
No. Meta Business Agent messages remain chargeable even during an active FEP window and are billed separately from eligible WhatsApp messaging fees.
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