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WhatsApp Pricing

Joshua Lim Updated by Joshua Lim

Conversation-Based Pricing

Conversation-based pricing is a pricing model for the WhatsApp Business API that charges businesses based on the number of conversations they have. Conversations are opened when messages you send to customers are delivered. A conversation is defined as a period of 24 hours during which a customer and a business exchange messages. Businesses are charged for each conversation, regardless of the number of messages sent or received. We will explore further about conversation-based pricing by diving deeper into the conversation types in WhatsApp.

WhatsApp conversations can be broadly categorized into:

  • Service conversations
  • Marketing conversations
  • Utility conversations
  • Authentication conversations

Service Conversations

Previously known as user-initiated conversations, service conversations are charged when a business responds to a user/customer message within the 24-hour customer service window. There is no charge for messages exchanged during this customer service window and no limit on the number of messages in a service conversation. If you do not reply to the message sent from your customer, there will be no service conversation charges.

Service conversations will only be initiated when no other conversation window is open. If a business replies to a customer with a template message or sends a template message in an open service conversation, this will open a new conversation based on the template category.

Marketing Conversations

This conversation type starts when a business messages customers using message templates. These are conversations to market a product or service to customers, such as relevant offers to customers who have opted in. This includes informational updates or invitations for customers to respond or take action.

Utility Conversations

This conversation type starts when a business messages customers using message templates. These are conversations relating to a transaction, post-purchase notifications and recurring billing statements.

Authentication Conversations

This conversation type starts when a business messages customers using message templates. These conversations enable businesses to authenticate customers with passcodes during the login process such as account registration or recovery.

Learn more about the template guidelines for each category of Business-initiated conversations.
It is possible for 2 conversation types to be opened at the same time. Learn more about multiple conversations here.

Free Tier Conversations

  • Each WhatsApp Business Account will receive 1,000 free service conversations monthly.
  • Business-initiated conversations are not included in the free tier.

Free Entry Point Conversations

  • A Free Entry Point conversation starts when a customer using a device running Android or iOS messages you via a Click to WhatsApp Ad or Facebook Page Call-to-Action button.
  • Businesses must respond within 24 hours to get/open the 72-hour free entry point conversation.
  • The free conversation window period is 72 hours.
  • During this window, no other conversation category can be opened.
  • Templates are also free during this window. During this free window, businesses can send multiple templates of different categories, and no new conversation will be opened.
  • If the 24-hour Customer Service Window closes before the 72-hour conversation expires, you cannot send free-form messages but you can send message templates at no cost.

How are Conversations being charged?

  • Conversation charges are based on the conversation category that is initiated. For example, if you send a marketing conversation message template, you will be charged a marketing conversation fee.
  • If you have an open marketing conversation template, sending another marketing conversation message template within the 24-hour marketing conversation window will not incur additional charges.
  • In an open conversation, if you send a different template category, you will be charged a new conversation fee. For example, if you have an open marketing conversation and you send a utility conversation template, you will be charged the utility conversation fee.
  • The conversation fees vary based on the customer’s country code and the conversation category initiated.

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