WhatsApp Business API Pricing Calculator

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 and authentication conversations are not part of the free tier.

Marketing, utility, authentication, and service conversations last 24 hours unless closed by a newly opened free-entry point conversation. Free-entry point conversations last 72 hours.

When a customer messages you, a 24-hour timer called a customer service window starts. If you are within the window, you can send free-form messages or template messages. If you are outside the window, you can only send template messages.

Conversations are opened when you send a template message or free-form message under the following conditions:

• Marketing, Utility, and Authentication Conversations: Marketing, utility, and authentication conversations are opened when you send an approved marketing, utility, or authentication template message to a customer and no open conversation with that category exists between you and that customer.
  
  For example, if an open authentication conversation exists between you and a customer and you send them another authentication template message within 24 hours, a new conversation is not opened. If you send them a marketing message, however, a new marketing conversation is opened, resulting in two open conversations.
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• Service Conversations: Service conversations are opened when you are within a customer service window, you send a free-form message to a customer, and no open conversation of any category exists between you and the customer.
  
  For example, if an open conversation of any category exists between you and a customer and you send them a free-form message within 24 hours, no new conversation is opened. However, if no open conversation exists and the customer messages you (which starts a customer service window) and you reply within 24 hours with a free-form message, a new service conversation is opened.
  

Conversations are categorized with one of the following categories:

Marketing, Utility, and Authentication conversations can only be opened with template messages. Service conversations can only be opened with free-form messages.

• Marketing 📣 — Enables you to achieve a wide range of goals, from generating awareness to driving sales and retargeting customers. Examples include new product, service, or feature announcements, targeted promotions/offers, and cart abandonment reminders.
• Utility ⚙️ — Enables you to follow-up on user actions or requests. Examples include opt-in confirmation, order/delivery management (e.g., delivery update); account updates or alerts (e.g., payment reminder); or feedback surveys.
• Authentication 🔒 — Enables you authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).
• Service❓ — Enables you to resolve customer inquiries.

Marketing, Utility, and Authentication conversations can only be opened with template messages. Service conversations can only be opened with free-form messages.

Meta charges per conversation, not per individual message. Conversations are 24-hour message threads between you and your customers. They are opened and charged when messages you send to customers are delivered.