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When a customer starts a conversation by tapping a Click-to-WhatsApp ad or a Facebook/Instagram Page button, Meta grants a longer free messaging window than the standard 24-hour service window — Gallabox calls this the Ad Engagement Window.

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How it’s different from the standard window

The standard 24-hour service window rolls forward — every new message from the customer resets the clock to another 24 hours. The Ad Engagement Window works differently:
  • It’s granted once, when the customer first messages you from the ad or Page button.
  • It runs for up to 72 hours in total (an initial 24-hour window, extended by an additional 48 hours that Meta grants specifically for these ad-originated conversations).
  • It’s static, not rolling — it does not extend further no matter how many times the customer replies within it. Once the 72 hours are up, it’s over, even mid-conversation.
Gallabox reflects the window status that Meta reports for the conversation — the countdown you see follows Meta’s own timing rather than being recalculated locally.

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What’s free during the window

Any message you send — free-form text or any template category — is free for the duration of the Ad Engagement Window.

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After it expires

Once the Ad Engagement Window closes, standard pricing rules apply again: you’re back to the regular 24-hour service window and category-based template pricing.