Template Message Pricing
Conversation Categories
The category is determined by the type of template that initiated the communication:
- Marketing — promotions, offers, news (anything that does not fall under other categories).
- Authentication — identity verification, one-time passwords, access recovery.
- Utility — request and transaction processing (receipts, order notifications, payment updates).
Conversations initiated by the client are classified under the «Support» category.
When connecting WhatsApp Cloud API in Meta, a payment card must be added.
Funds for sent template messages are automatically charged from the specified card once per month.
The full pricing plan and current rates are published on the official website.
Detailed pricing information is also available via the provided link.
Free «Support» Conversations
Starting November 1, 2024, conversations in the «Support» category become free of charge.
All incoming client messages are not billed.
A company may send non-template messages and conduct free-form communication if:
- the client initiated the conversation; or
- the client replied to the company’s template message.
Changes in Template Pricing
Starting July 1, 2025:
Utility category templates become free if sent within an active 24-hour window.
Meta transitions from conversation-based pricing to per-message template pricing.
Charges apply to each delivered template message, rather than to the entire conversation.
Example
A company sends a user:
- 1 Marketing message;
- 2 Utility messages.
Billing scenarios:
- If the Utility messages are sent outside the 24-hour window → all 3 messages are billed.
- If the Utility messages are sent within the active window → only the Marketing message is billed.
Free Utility Templates
Starting April 1, 2025:
- Utility templates sent within a 24-hour session are free of charge;
- Templates sent after the window closes are billed.
Example:
A client requested delivery status.
The company may send a Utility template response free of charge within 24 hours after the request.
What Is a Conversation
A conversation is a 24-hour session of message exchange between a company and a client.
A conversation is initiated in two cases:
- the company replies to an incoming client message;
- the company sends a template message to the client.
The conversation window remains open for 24 hours from the client’s last activity.
While the conversation is open, any messages are allowed.
After the window closes, only template messages may be sent.
How to View the Number of Conversations
Go to WhatsApp Manager:
- open «Business portfolio settings»;
- select «WhatsApp accounts»;
- select the company and navigate to WhatsApp Manager.
In the opened window, select the phone number.
The «Chat statistics» section will open, displaying information about conversations.
