--- title: "What Is WhatsApp Template Message Billing and How Does It Work?" description: "A quick walkthrough on how the pricing works in WhatsApp" url: https://help.zixflow.com/en/articles/65-what-is-whatsapp-template-message-billing-and-how-does-it-work collection: "WhatsApp Campaigns" updated: 2025-06-30 language: en --- # What Is WhatsApp Template Message Billing and How Does It Work? A quick walkthrough on how the pricing works in WhatsApp ## How Does the New WhatsApp Pricing Model Work? ## _(Effective from July 1, 2025)_ 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. ### User-Initiated Conversations (Customer Service Window) 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** ## Business-Initiated Messages (Template-Based Pricing) 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 ✅ Free if sent during CSW
Authentication	OTPs or verification codes for login, signup, account recovery, etc.	💲 Charged per message

> ⚠ Charges apply per **template message**, not per conversation window. ![](https://staticfiles.gleap.io/ghelparticle/zaGdgWdxhqjBmJKKroGeiKpQ9BFZxEUGnqE292FcDw4JZNCysgYx5BtITFssapkSCmHWZbINOGg.jpg) ## Important Points to Remember 1. **Charges are based on the end-user’s country code.** – WhatsApp calculates rates depending on the country code of the user's phone number. 2. **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. * * * ## Messaging Windows & Free Sessions - **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. [WhatsApp Pricing](https://help.zixflow.com/en/articles/94-whatsapp-pricing-usd.md) Note - If you have large volumes and to get competitive pricing, please get in touch with our support team on support@zixflow.com ## Refunds You only pay for delivered messages; undelivered messages will be automatically refunded. Our pricing includes Meta WhatsApp rates. ![](https://staticfiles.gleap.io/ghelparticle/rgVWbGM8Vs1B4q0VfoSuOA4chGHjXPyxjYP6dn1I4rGsgJvh1lXFqqBN8HHZWdqZi1FkGJdAiec.svg)