What is the 7-Day Free Entry Point (FEP)?

When a potential customer clicks on a Click-to-WhatsApp ad on Facebook or Instagram, or a Call-to-Action button on your Facebook Page / Instagram profile, Meta opens a 7-day Free Entry Point window. During this entire 7-day period, every message your business sends to this customer (including order confirmations, follow-ups, and marketing) is 100% free of Meta message charges.

Why do I need to add a payment method in Meta WhatsApp Manager?

Meta requires all WhatsApp Business Platform accounts (WABA) to have a valid payment method on file in Meta WhatsApp Manager (Business Settings > Payments). Even if 100% of your conversations are free (under the 7-day FEP window or the 1,000 free monthly service messages tier), having a payment method attached is mandatory to verify your business, keep your WhatsApp API active, and prevent message delivery interruptions.

How does this affect COD (Cash-on-Delivery) sellers?

For most COD and e-commerce stores, over 70% to 90% of WhatsApp conversations start directly from Click-to-WhatsApp ads. Because these conversations fall inside the 7-day FEP window, virtually all your order lead qualifications and initial confirmations incur zero ($0.00) Meta fees.

Does Replyk add any hidden fees on WhatsApp messages?

No. Replyk charges zero markup on WhatsApp messages. All WhatsApp API charges are billed directly by Meta via the payment method attached to your Meta WhatsApp Business Account (WABA).

What happens when a message is sent outside the 7-day free window?

If a conversation did not originate from a Click-to-WhatsApp ad, or if you message a customer after the 7-day window has expired, standard per-message rates apply. These rates vary by the recipient's country: from 1 October 2026 a service or utility message to a Moroccan number costs $0.0230 and a marketing message $0.0414, once the 1,000 free monthly service messages for that phone number are used up.

Is Meta raising prices in Morocco on 1 October 2026?

Yes, and by a lot. Morocco leaves its regional rate grid for standalone pricing on 1 October 2026: utility and authentication messages go from $0.0040 to $0.0230 each, a 475% rise, and marketing from $0.0225 to $0.0414, a rise of 84%. On the same date service messages stop being free everywhere and are billed at the same rate as utility, after 1,000 free delivered service messages per business phone number per month. Utility templates also lose the free status they have inside the open 24-hour window. The one thing that does not change is the 7-day Free Entry Point, which still costs $0.00.

How do I ensure my WhatsApp bills stay as close to $0 as possible?

1) Run Click-to-WhatsApp ads so conversations open with a 7-day free window. 2) Use Replyk's automated AI agent to respond instantly and confirm orders within the first few hours. 3) Send tracking and shipping confirmations during the active window whenever possible.

Meta Official Pricing Guide · Effective October 1st

WhatsApp Business Pricing: What You Need to Know

Meta is updating the WhatsApp Business Platform rate structure starting October 1st. Here is how it works, why the 7-Day Free Entry Point (FEP) keeps your ad conversations 100% free, and how to maximize your savings.

Good News: Ad Conversations (7-day FEP) + First 1,000 Service Messages are 100% Free

All Click-to-WhatsApp ad conversations remain 100% free for 7 days under Meta's Free Entry Point policy. Additionally, Meta includes 1,000 free service messages every single month for every business account.

1. The 7-Day Free Entry Point (FEP)

The most valuable feature for COD and e-commerce stores

Under Meta's policy, when a customer starts a chat by clicking an ad that leads to WhatsApp (CTWA) or a call-to-action button on your Facebook page or Instagram profile:

Free Entry Point

Your first reply to the customer's incoming message opens a 7-day free window automatically.

All Message Types Free

During this 7-day window, you can send service messages, utility templates, or marketing messages at $0.00 cost.

Ideal for COD Orders

Order qualification, address verification, and delivery confirmation all finish well within the 7-day window.

Why this matters for your store: Because most COD orders come directly from paid ads, your core sales pipeline operates with zero Meta messaging overhead.

2. How Message Categories Work (Effective October 1st)

Transparent per-message rates applied when messaging outside free windows

Meta organizes WhatsApp business messaging into four distinct categories starting October 1st. Rates are charged per message and vary by the recipient's country code:

100% Free

Free Entry Point

Conversations started from Click-to-WhatsApp ads and Facebook/Instagram profile CTAs.

$0.00 / message

1,000 Free / Mo

Service Messages

First 1,000 messages each month are free; then ~$0.010–$0.018/msg outside FEP.

First 1,000 Free

Transactional

Utility Templates

Outbound order receipts, tracking updates, and account alerts.

~$0.012 – $0.025 / msg

Promotional

Marketing Broadcasts

Outbound product promotions, sales announcements, and offers.

~$0.025 – $0.070 / msg

3. Payment Method Required in Meta WhatsApp Manager

Essential requirement for all WhatsApp Business API accounts

Even if your business solely uses Click-to-WhatsApp ad conversations (100% Free under FEP) and stays within the 1,000 free monthly service messages tier, Meta requires an active payment method on file in your WhatsApp Manager.

1Open WhatsApp Manager

Go to Meta Business Manager and navigate directly to WhatsApp Manager.

Open WhatsApp Manager

2Add Payment Method

Click Account Tools > Payment Methods (or Business Settings > Payments) and attach your card.

Business Payment Settings

3Continuous Delivery

Having a valid payment method prevents account pauses and guarantees uninterrupted messaging.

Account in Good Standing

No upfront charge: Meta will not bill your card for conversations within the 7-day Free Entry Point or your first 1,000 free service messages. Your card is only billed if and when you send paid outbound templates outside free windows.

Go to WhatsApp Manager

4. Four Ways to Keep WhatsApp Costs Near Zero

Best practices for COD store owners and e-commerce operators

Use Click-to-WhatsApp Ads

Set your Facebook & Instagram campaign destination to WhatsApp. Every lead who clicks triggers the 7-day Free Entry Point window.

Confirm Orders Fast with AI

Replyk's automated AI agent engages leads in seconds. Closing orders within minutes keeps all exchanges inside the free window.

Send Updates in the Active Window

Send shipping and dispatch notices while the initial 7-day window is active to avoid utility message charges.

Segment Broadcast Campaigns

When sending marketing broadcasts, target high-intent buyers rather than cold lists to maximize conversion ROI.

Free Interactive Tool

Calculate Your Store's WhatsApp Cost

Enter your country, monthly conversation volume, and ad percentage to see your exact estimated Meta fees and total 7-day FEP savings.

Open Free Calculator

Paying for fewer messages in the first place

Meta bills per delivered message, so the shape of your replies decides your bill as much as the rate card does. See the eight things Replyk does automatically to send fewer billed messages and to close the sale before the free window expires.

How Replyk lowers your WhatsApp bill

Frequently Asked Questions

Meta's updated rate cards and per-message pricing model take effect starting October 1st. Ad conversations (7-day Free Entry Point) and the first 1,000 monthly service messages remain 100% free of charge.