The WhatsApp Business Platform charges you per message, not per conversation. You are charged when a template message is delivered to a WhatsApp user, and the price depends on the template's category and the recipient's country. This document explains which messages are paid, which are free, and how the customer service window affects both.
Every message you send falls into one of two groups:
Template messages — the only way to start a conversation, and the only messages you pay for. Each template belongs to one category:
Non-template messages — plain text, images, documents, interactive messages and any other free-form reply. They can only be sent inside an open customer service window, and they never start a conversation.
When a WhatsApp user messages you, a 24-hour timer called the customer service window starts. Each new message from the user restarts it. While the window is open you can reply with free-form messages; once it closes, the only way to reach that user again is a template message.
Non-template messages are free, with no monthly cap, as long as they are sent inside an open customer service window. Utility templates delivered inside an open customer service window are free as well.
Template messages let you contact customers outside the 24-hour customer service window. They must be approved by Meta before use, and they are charged each time one is delivered — there is no longer any "one charge per 24 hours" grouping, so sending two utility templates to the same customer on the same day is two charges.
The one exception is a utility template delivered while a customer service window is open, which is free.
A free entry point window opens when (1) a customer messages you through a Click to WhatsApp Ad or a Facebook Page Call-to-Action button, and (2) you respond within 24 hours. If you do not respond within 24 hours, no free entry point window opens and you must use a template to reach the customer, which is charged normally.
Your reply is itself free, and the window opens as soon as it is delivered and lasts 72 hours. Inside it, every message you send is free, including template messages of any category.
The customer service window runs independently of the free entry point window. If it closes while the free entry point window is still open, you can only send template messages — those remain free for the rest of the 72 hours. For example, if the customer messages you through a Click to WhatsApp Ad at 10am and you reply with a template at 10pm the same day:
A customer messages you at 9:31, opening a 24-hour customer service window. You reply with free-form messages (free) and later, at 16:30, deliver a marketing template. Result: one marketing message charge. The free-form replies cost nothing.
A customer messages you at 9:00 and you deliver a utility template at 11:00, while the window is still open. Result: no charge, because utility templates inside an open customer service window are free.
You deliver a utility template at 9:00 and another utility template at 11:00 to a customer who has not messaged you, so no customer service window is open. Result: two utility message charges. Under per-message pricing, the second template is not covered by the first.
You deliver a template whose content is both utility and marketing under Meta's template guidelines. Whenever marketing content is identified in a template, Meta categorizes the template as marketing. Result: one marketing message charge.
Rates vary by message category and by the recipient's country or region. Utility and authentication messages also have volume tiers: the more chargeable messages of that category you send in a market during a calendar month, the lower the per-message rate becomes. Volume is counted across every WhatsApp Business account in your business portfolio, and the tiers reset monthly.
You can browse the rates interactively on the WhatsApp Business pricing page, or download the rate cards as CSV or PDF from Meta's pricing documentation.
To send paid messages you need a payment method on your WhatsApp Business account under Billing & payments. Without one, paid messages will not be delivered.
You pay for messaging with a credit or debit card, which must allow international online charges. Digital wallets such as PayPal are not accepted. Card payment is available if you are located in one of the supported countries.
To add a card to your WhatsApp Business Platform account:
The card is now attached to your WhatsApp Business Platform account, and you can review it in the Settings tab.
No. Messages a customer sends you are never charged.
No, as long as they are sent inside an open 24-hour customer service window.
Three, one per delivered template — unless they fall inside a free entry point window, or they are utility templates delivered while a customer service window is open.
No. The charge applies on delivery.