WhatsApp Pricing
Conversation-Based Pricing
The WhatsApp Business API employs a conversation-based pricing model, where businesses are charged based on the type and number of conversations they have with customers. A conversation begins when a message sent by the business to a customer is delivered and spans a 24-hour window during which messages can be exchanged freely. This model applies regardless of the number of messages sent or received within the conversation.
Types of WhatsApp Conversations
Conversations are categorized based on their purpose and type of interaction. Below are the four key conversation types:
Service Conversations
Service conversations occur when a business responds to a customer’s message within the 24-hour customer service window. During this window, there is no charge for any number of messages exchanged. However, if the business does not reply to the customer’s message, no charges are incurred. It’s important to note that sending a template message within an open service conversation will initiate a new conversation, and charges will apply based on the category of the template used.
Marketing Conversations
Marketing conversations begin when a business uses message templates to send promotions, special offers, or informational updates to customers. These conversations are specifically designed to market products or services to customers who have opted in to receive such communications, ensuring targeted and effective engagement.
Utility Conversations
Utility conversations are initiated when businesses send message templates for transactional updates, including post-purchase notifications, shipping details, or billing statements. Their primary purpose is to keep customers informed about essential transaction-related updates, ensuring clear and timely communication.
Authentication Conversations
Authentication conversations are used by businesses to verify customers during the login or account recovery process by sending passcodes. Their purpose is to ensure secure and seamless authentication, facilitating account registration or recovery while maintaining customer trust and data security.
Free Conversations
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Free conversations start when a customer messages a business via a Click-to-WhatsApp Ad or a Facebook Page Call-to-Action button.
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Business-initiated conversations, such as marketing or utility, are not included in the free tier.
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Businesses must respond within 24 hours to activate a 72-hour free conversation window.
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Multiple templates of different categories can be sent at no cost during the free period.
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No additional conversation categories can be opened during this 72-hour window.
Learn more about WhatsApp Pricing.
Understanding Conversation Charges
Conversations are charged based on the category initiated:
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If you send a marketing template, the marketing conversation fee applies.
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Similarly, sending a utility template incurs a utility conversation fee.
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Within an open conversation window, sending additional templates of the same category does not incur extra charges.
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Sending a template of a different category starts a new conversation, and its fee applies.
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The cost of conversations depends on the customer's country code and the conversation category.
