WhatsApp Pricing

Overview

This guide explains how WhatsApp pricing works, including the updates effective July 1, 2025.

What’s Changing from July 1, 2025

WhatsApp is moving to per-message pricing for template messages instead of conversation-based pricing.

Key updates:

• Template messages are charged per message, not per conversation
• Each template message is charged when it is successfully delivered
• Utility templates sent within the 24-hour customer service window are free
• Volume-based pricing applies to Utility and Authentication templates
• Meta may reclassify templates, and pricing will follow the updated category
• Service Conversations remain unchanged (still conversation-based)

Service Conversations

A Service Conversation is the free messaging window that starts when a customer messages you and you reply within 24 hours.

How it works:

• When a customer sends you a message, a 24-hour window opens

• If you reply within this window:

  • You can send regular messages (free-form)
  • All messages during this window free
  • There is no limit to the number of messages

• If you don’t reply:

  • No Service Conversation is opened

After the 24-hour window ends:

• You cannot send regular messages anymore

• To continue the conversation, you have two options:

  • Send a template message (this will be charged based on its category)
  • Wait for the customer to message you again

• Once the customer replies:

  • A new 24-hour window starts
  • You can send free messages again

Template Messages (Per-Message Pricing)

Starting July 1, 2025:

• Each template message is charged when it is delivered
• Pricing depends on the template category

Marketing Templates

Used for promotions, offers, and updates.

• Charged per message delivered
• Pricing applies regardless of any conversation window

Utility Templates

Used for transactional messages such as:

• Order confirmations
• Shipping updates
• Billing notifications
• Free if sent within the 24-hour window
• Charged per message delivered if sent outside the window

Authentication Templates

Used for user verification, such as:

• Login codes (OTP)
• Charged per message delivered

Volume-Based Pricing

Meta applies tiered pricing for Utility and Authentication templates based on your monthly usage.

• The more messages you send, the lower the cost per message
• Pricing is calculated based on your total monthly volume
• The correct pricing tier is applied automatically — no action is required

Template Reclassification

Meta may review and update a template’s category based on its content.

• If a template is reclassified, its category will be updated automatically
• Pricing will then be applied based on the new category

Free Tier Conversations

Since November 1, 2024:

You can open unlimited Service Conversations for free.

What does this mean?

• When a customer messages you and you reply within 24 hours:

  • A Service Conversation starts
  • All regular messages during this window are free
• There is no limit on the number of Service Conversations you can open

Free Entry Point Conversations

This is a free messaging window that starts when a customer contacts you through specific entry points, such as:

• Click to WhatsApp Ads
• Facebook Page CTA buttons

How it works:

Step 1: Customer starts the conversation

The customer messages you through one of these entry points.

Step 2: You must reply within 24 hours

• If you reply within 24 hours → a 72-hour free window starts
• If you don’t reply → you lose the free window

Step 3: During the 72-hour window

• You can send any type of message for free:

  • Regular messages
  • Template messages (Marketing, Utility, Authentication)
• There are no charges during this period

How Messages Are Charged

Summary:

• Service Conversations → per conversation
• Marketing Templates → per message delivered
• Utility Templates → free within 24h, otherwise per message delivered
• Authentication Templates → per message delivered
• Free Entry Point Conversations → free for 72 hours

Key Points

• Each template message is charged individually when delivered
• Template conversation windows no longer apply to pricing

• Pricing depends on:

  • Template category
  • Recipient country (based on the user’s phone number)

FAQ

Are Utility templates always free?

No. They are only free if sent within the 24-hour customer service window.

If I send multiple templates, how am I charged?

Each template message is charged separately, even if sent within the same conversation.

What happens if a template is reclassified?

The category is updated automatically, and the correct pricing is applied.

What is volume-based pricing?

It’s a tiered pricing model based on monthly usage — higher usage results in lower cost per message.

Are Free Entry Point Conversations affected?

No. They remain unchanged and provide a 72-hour free window.