WhatsApp Business Platform offers both free and paid tiers based on the number of conversations and its categories. There are specific policies that WhatsApp enforces regarding the use of free and paid messages. This document aims to explain the usage of both free and paid messages and how they work.
Conversations are categorized with one of the following categories:
Marketing, utility can only be opened with template messages. Service conversations can only be opened with free messages.
When a WhatsApp user messages you, a 24-hour timer called a customer service window starts. during that time you can reply back to the customer with free messages, when that time ends you can only send paid template messages to the customer.
A service conversation is opened when a free message is delivered to your customer within the customer service window and no open conversation of any category exists between you and the customer.
Each WhatsApp Business Account gets 1,000 free service conversations each month across all of its business phone numbers. This number is refreshed at the beginning of each month, based on WhatsApp Business Account time zone.
Marketing, utility conversations are not part of the free tier.
Template conversation offer a way to contact with your customers outside the 24-hour service window, it can be for transactional (utility template) or promotional (marketing template). Template messages are paid unless it is sent within 24-hour of a same category-based conversation, in that case no new conversation is opened, and you are not charged for it (see examples).
A free entry point conversation is opened if (1) a customer using a device running Android or iOS messages you via a Click to WhatsApp Ad or Facebook Page Call-to-Action button and (2) you respond within 24 hours. If you do not respond within 24 hours, a free entry point conversation is not opened and you must use a template to message the customer, which opens a marketing, or utility conversation, per the category of the template.
The free entry point conversation is opened as soon as your message is delivered and lasts 72 hours. When a free entry point conversation is opened, it automatically closes all other open conversations between you and the customer, and no new conversations will be opened until the free entry point conversation expires.
Once the free entry point conversation is opened, you can send template messages to the customer without incurring additional charges. However, you can only send service messages if there is an open customer service window between you and the customer.
For example, if the customer messages you via a Click to WhatsApp Ad at 10am and you respond via a template message at 10pm the same day:
The free-entry point conversation starts at 10pm and lasts 72 hours.
You can send template messages at no charge in those 72 hours.
You can send free-form messages until 10am the next day, at which point the customer service window closes, as it is independent of the free entry point conversation (if the customer messages you again, however, it opens another 24-hour customer service window in which you can send free-form messages).
A service conversation is opened at 9:31 when a business response to a customer message is delivered. A marketing template is delivered while this service conversation is still open at 4:30. This opens a separate marketing conversation. The result is one charge for a service conversation and one charge for a marketing conversation.
A marketing conversation is opened at 3:40 when a marketing template message is delivered. Later, with the marketing conversation still open, a utility template is delivered at 6:00. This opens a separate utility conversation. The result is one charge for a marketing conversation and one charge for a utility conversation.
A utility conversation is opened at 9:00 when a utility template message is delivered. Later, with the utility conversation still open, another utility template message is delivered at 11:00. There is no new conversation charge because the template category used within the open conversation window did not change. The result is one utility conversation charge.
A template that includes content that is both utility and marketing based on WhatsApp template guidelines is delivered at 11:59. Whenever marketing content is identified in a template, the template will be categorized as marketing. The result is one marketing conversation charge.
Rates vary based on conversation category and country/region rate. You can download the rate card below that corresponds to your WhatsApp Business Account's currency to see our rates by country/region for each conversation category.
Rate Cards
In order to send template message or to exceed the free tier of 1000 conversations per month you need to add a payment method to your WhatsApp Business account in Billing & payments. If your business doesn’t have a payment method and has exceeded 1,000 service conversations per month, you will not be able to send or receive any conversations.
You can pay for messaging with a credit card via Visa or Mastercard. Whatsapp currently does not accept American Express or digital payments such as PayPal. Credit card payment method is available if you’re located in one of the supported countries.
To add a credit card to your WhatsApp Business Platform account:
The credit card is added to your WhatsApp Business Platform account. You can view the added credit card in the Settings tab.
It is possible to have multiple open conversations between you and a customer. This can happen in the following situations: