WhatsApp now uses a template-based billing model, replacing the earlier conversation-based pricing. This means you are charged for each template message sent, based on its category.
When a user messages your business first (e.g., asking a question or replying to a message), it opens a 24-hour Customer Service Window (CSW).
Within this window:
✅ Utility templates and free-form replies are free
❌ Marketing and Authentication templates are chargeable
Whenever a business initiates contact with the user, each template message is billed based on its category. Here's how it works:
Template Type | Description | Pricing |
Marketing | Promotions, offers, product launches, seasonal campaigns, etc. | 💲 Charged per message |
Utility | Transactional messages (order status, receipts, billing info, etc.) | 💲 Charged per message |
Authentication | OTPs or verification codes for login, signup, account recovery, etc. | 💲 Charged per message |
⚠ Charges apply per template message, not per conversation window.
Charges are based on the end-user’s country code.
– WhatsApp calculates rates depending on the country code of the user's phone number.
Charges depend on who initiated the conversation.
– Business-initiated messages are billed per template message, while user-initiated messages fall under the Customer Service Window, which may include free messaging.
User-Initiated (Customer Service Window):
– When a customer sends the first message, it opens a 24-hour service window.
– During this window:
✅ Utility templates and free-form replies are free of charge
❌ Marketing and Authentication templates are chargeable
Business-Initiated Messages:
– Each template message sent is charged individually, based on its category (Marketing, Utility, or Authentication).
– There is no 24-hour flat conversation fee anymore.
Note - If you have large volumes and to get competitive pricing, please get in touch with our support team on [email protected]
You only pay for delivered messages; undelivered messages will be automatically refunded. Our pricing includes Meta WhatsApp rates.
