User-Initiated Conversation
A conversation started when a customer messages a business first, opening a 24-hour window for free-form replies at a lower cost.
How it works
A user-initiated conversation (UIC) starts when a customer sends the first message to your WhatsApp Business number. This opens a 24-hour service window during which you can reply with any message type: text, media, interactive messages, without needing pre-approved templates. User-initiated conversations are billed at a lower rate than business-initiated ones, and in some markets, Meta provides a certain number of free service conversations per month. These conversations are the backbone of customer support operations on WhatsApp. Strategies to increase user-initiated conversations include click-to-WhatsApp ads, QR codes on packaging, website chat widgets, and wa.me links in email signatures, all of which encourage customers to message first.
Related terms
Business-Initiated Conversation
A conversation started by a business sending a template message to a customer, billed at a higher rate than user-initiated conversations.
Session Message
A free-form message that businesses can send within 24 hours of a customer's last message, without needing a pre-approved template.
Click-to-WhatsApp (CTWA)
A Meta ad format on Facebook and Instagram that opens a WhatsApp conversation with your business when clicked, bypassing landing pages.
Learn more in our docs
Explore guides, tutorials, and API references for building on the WhatsApp Business platform with SuperWaba.