Overview
When you send a message from your Spur connected number to any WhatsApp number, both Meta and Spur count it as a "conversation" or "ticket." However, there's an important difference between what this means technically for billing versus practically for messaging capabilities.
Technical Definition (Meta's Perspective)
Meta considers it a conversation as soon as any message is delivered from your business number, whether it's:
A template message
A free-form message
Any other message type
This affects your conversation billing with Meta immediately upon delivery.
Practical Definition (Your Messaging Capabilities)
Your actual ability to send messages depends on who initiated contact and when:
Customer-Initiated Conversations
When someone sends YOU a message:
24-hour window opens from their last message
You can send anything during this window:
Free-form messages ("hey," "hi," "hello")
Templates (though not usually needed in active conversation)
Any conversational replies
Business-Initiated Conversations
When YOU initiate contact (customer hasn't messaged in 24+ hours):
You can only send approved templates
Cannot send free-form messages until they respond
Even if your template is delivered, the conversation window doesn't open (you still get charged by Meta)
You must wait for them to:
Click a button/quick reply on your template, OR
Send any reply back to you
Only then can you send free-form conversational messages
Key Difference Summary
Meta's Billing: Conversation starts when message is delivered
Your Chat Abilities: Conversation starts when customer responds
Practical Example
You send a utility template: "Please let us contact you"
Meta perspective: Conversation started (you get billed)
Your messaging capability: Still restricted to templates only
Customer clicks button or replies: "Yes, contact me"
Now you can: Send "Hi! Thanks for responding..." and chat freely
This is why you might see conversations in your billing but still be limited to sending templates until the customer actually engages back.