Understanding WhatsApp Business Platform Pricing

Marketing template messages are used for promotional content, special offers, announcements, or any other engagement designed to drive customer action. Businesses are charged per message, regardless of whether the customer has an open service window.

Authentication template messages provide a secure way to verify user identities, commonly used for one-time passwords (OTPs), login confirmations, or account verification processes. Each authentication message is charged individually.

Utility template messages are used for transactional updates, such as order confirmations, shipping notifications, or appointment reminders. These messages are chargeable unless sent within an active customer service window.

When a customer initiates a conversation, a 24-hour customer service window opens, allowing businesses to send utility template messages or non-template messages at no charge. For example, if a customer asks about a product and the business responds with an order confirmation or additional details within this window, no charges apply.

When a customer messages a business via a Click to WhatsApp Ad or a Facebook Page Call-to-Action button, it opens a free entry point conversation. If the business responds within 24 hours, a 72-hour free messaging window begins, allowing unlimited templated and non-templated messages at no cost. During the first 24 hours,non-template messages can be sent freely. If the business delays its response beyond 24 hours, a paid template message is required to restart communication.