WhatsApp pricing covers two main charge types: service messages and template messages. Free allowances apply to both service messages and entry point conversations. Understanding these categories helps you manage messaging costs and choose the right message type for each situation.
What’s changing from October 1, 2026
- Service messages will be charged per message, consistent with how message templates are charged. Each business phone number gets 1,000 free service messages per month.
- Utility templates sent within the 24-hour customer service window will now be charged, while those sent outside the window are already charged.
Learn more in Meta's documentation.
Service messages
A service message is any non-template message — text, image, file, and so on — that you send to a customer within the 24-hour customer service window.
The 24-hour customer service window opens when a customer messages you, and resets each time they message you again.
You can only send service messages while that window is open. This does not change on 1 October 2026.
Until 30 September 2026: all service messages sent within the window are free, with no limit on how many you exchange.
From 1 October 2026: each of your business phone numbers receives 1,000 free service messages per month, and Meta charges from the 1,001st. Free messages reset monthly and do not roll over.
From 1 October 2026: service message rates match the Utility and Authentication rates for the same market. See Meta's rate cards effective 1 October 2026.
When 24 hours have passed since the Contact’s last message:
The 24-hour customer service window closes.
Free-form messages are no longer available — Meta doesn’t allow them after the window closes.
To continue the conversation, send a message template, which is billed per message based on its category (Marketing, Utility, Authentication).
Alternatively, wait for the Contact to reply.
Once the Contact replies, the customer service window reopens and free-form messaging becomes available again.
Learn more about customer service windows.
Template messages
From July 1, 2025, all template messages are charged per message sent — not per conversation.
Each template message incurs a separate charge based on its category.
Marketing templates
Marketing templates promote products or services, and send offers, updates, or invitations.
Charged per message sent.
The “Marketing Conversation window” no longer exists.
Utility templates
Utility templates handle transactional updates, such as order confirmations, shipping updates, or recurring billing.
Free if sent within the 24-hour customer service window (after a customer’s message) — until 30 September 2026.
Charged per message if sent outside the 24-hour window, and from 1 October 2026, inside it too.
Authentication templates
Authentication templates verify customers, such as sending passcodes for login or account verification.
Charged per message sent.
Volume-based pricing for Utility and Authentication templates
Meta offers volume-based pricing for Utility and Authentication templates.
Monthly pricing tiers apply — as monthly message volume increases, tiered discounts are automatically applied.
The platform automatically calculates and applies the correct tiered rate based on your usage.
Template category reclassification
Meta may reclassify templates based on its latest definitions.
If a template is reclassified, the updated category will determine which per-message rate is applied.
The platform automatically updates template categories and applies the correct billing.
Free tier conversations
As of November 1, 2024, an unlimited number of Service Conversations can be opened at no charge. (Previously capped at 1,000 free Service Conversations per month.)
Template messages (Marketing, Utility, Authentication) are not included in the free tier.
This free tier applies until 30 September 2026. From 1 October 2026, service messages move to per-message billing with a free monthly allowance of 1,000 messages per business phone number — see Service messages above. Meta does not offer volume discounts on service messages.
Learn more about Free Tier Conversations.
Free entry point conversations
Free Entry Point Conversations start when a customer messages you via:
Click to WhatsApp Ad
Facebook Page Call-to-Action button
How it works:
Businesses must respond within 24 hours to open a 72-hour Free Entry Point conversation.
During this 72-hour window:
All message types are free of charge.
No other conversation categories are opened.
Multiple templates of different categories can be sent at no cost.
If the 24-hour customer service window closes before the 72-hour window ends, template messages remain free, but free-form messages are not available.
Learn more about Free Entry Point Conversations.
How are messages charged
Summary of charges (until 30 September 2026):
Service Conversations → per conversation
Marketing Templates → per message sent
Utility Templates → free within 24h, otherwise per message
Authentication Templates → per message sent
Free Entry Point Conversations → free for 72 hours
From 1 October 2026:
Service messages → first 1,000 per phone number free each month, then per message sent, no volume discount
Marketing Templates → per message sent (unchanged)
Utility Templates → per message sent, including within the 24h window
Authentication Templates → per message sent (unchanged)
Free Entry Point Conversations → free for 72 hours (unchanged)
Key points:
Each template message is charged per message, even if sent in an existing conversation.
The concept of an open “template conversation window” no longer applies.
Pricing depends on:
Template category
Recipient’s country
FAQ and Troubleshooting
Will Service Conversations still be charged per conversation?
Until 30 September 2026, yes — Service Conversations remain conversation-based and message templates are billed per message. From 1 October 2026, Meta bills service messages individually, after a free monthly allowance of 1,000 messages per business phone number.
How much will service messages cost?
From 1 October 2026, service message rates match the Utility and Authentication rates for the same market. See Meta's rate cards effective 1 October 2026 for the rate in your market.
Are Utility templates always free?
No. Until 30 September 2026, Utility templates are free only if sent within the 24-hour customer service window (after a customer’s message) and charged per message outside it. From 1 October 2026, they’re charged per message regardless of the window.
If I send multiple templates, how am I charged?
Each template message (Marketing, Utility, or Authentication) is charged per message, regardless of any other template sent.
What happens if a template is reclassified?
If Meta reclassifies a template, the platform updates its category and the correct rate is automatically applied.
What is volume-based pricing?
Meta offers tiered discounts for Utility and Authentication templates based on monthly message volume. Higher usage → lower per-message cost.
The system applies the correct tier automatically.
Are Free Entry Point Conversations affected?
No. Free Entry Point Conversations remain unchanged — they still provide a 72-hour free window if initiated by customer action (Click to WhatsApp Ad or Facebook CTA).
Am I charged if a message template fails to send?
No. Charges only apply to message templates that are successfully sent.
