WhatsApp pricing covers two main charge types: service conversations (billed per conversation) and template messages (billed per message from July 1, 2025). Free tiers apply to service conversations 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.
- 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 conversations
A Service Conversation starts when your business replies to a customer’s message within the 24-hour customer service window.
All free-form messages sent during this 24-hour window are included at no cost.
No limit exists on the number of messages exchanged.
If you do not reply to the customer, no conversation is opened.
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).
Charged per message if sent outside the 24-hour window.
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.
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:
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
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?
Yes. Service Conversations are unchanged — they remain conversation-based. Only message templates are now billed per message.
Are Utility templates always free?
No. Utility templates are free only if sent within the 24-hour customer service window (after a customer’s message). Outside this window, they are charged per message.
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.
