---
description: Learn about WhatsApp's pricing model: Free Service Conversations and per-message template billing. 
title: WhatsApp Pricing
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---

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# WhatsApp Pricing

![Avatar](https://assets2-proxy.respond.io/ph8r57dk1q9w/4GvzCieeTBRY4TRJUbIr4y/b92428e6b049d23f546269180534f7ea/Ryan_Tan_Avatar.svg)

Joshua Lim

· 01 Dec 2025

3 min read

> **What's changing from July 1, 2025** 
>  
> WhatsApp is introducing **per-message billing** for template messages (Marketing, Utility, Authentication).  
>  
> **Here’s what’s new:** 
> \- **Per-message billing** replaces conversation-based pricing for template messages.  
> \- **Utility templates** sent within the **24-hour customer service window** will now be **free**.  
> \- **Volume-based pricing** applies to Utility and Authentication templates (tiered discounts based on monthly volume).  
> \- Meta may **reclassify templates** where needed — the updated category will determine the correct billing rate.  
> \- **Service Conversations** remain unchanged — they are still billed **per conversation**.  
>  
> Learn more about the pricing changes in [Meta’s official documentation](https://developers.facebook.com/docs/whatsapp/pricing/updates-to-pricing).

## Service Conversations (Conversation-based, but free)

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.
* There is no limit to how many messages can be 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 has closed.
* You can no longer send free-form messages because Meta doesn’t allow free-form messages after the 24-hour window closes.
* To continue the conversation, you must send a **message template**, which is billed per message based on its category (Marketing, Utility, Authentication).
* Alternatively, you can 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](https://developers.facebook.com/documentation/business-messaging/whatsapp/messages/send-messages#customer-service-windows).

## Template Messages (Per-Message Billing)

From July 1, 2025, **all template messages** are charged **per message sent** — not per conversation.

Each template message you send will incur a separate charge based on its category.

### Marketing Templates

* Marketing templates are used to promote products or services, send offers, updates, or invitations.
* They are **charged per message sent**.
* There is no longer a “Marketing Conversation window.”

### Utility Templates

* Utility templates are used for transactional updates, such as order confirmations, shipping updates, or recurring billing.
* They are **free** if sent **within the 24-hour customer service window** (after a customer’s message).
* They are **charged per message** if sent **outside the 24-hour window**.

### Authentication Templates

* Authentication templates are used to verify customers, such as sending passcodes for login or account verification.
* They are **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 your monthly message volume increases, **tiered discounts** are automatically applied.
* Our platform will automatically calculate and apply 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.
* Our platform will automatically update template categories and apply the correct billing.

## Free Tier Conversations

As of **November 1, 2024**, you can open an **unlimited number of Service Conversations** 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](https://developers.facebook.com/docs/whatsapp/pricing/updates-to-pricing#free-service-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 will be 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, you can still send **template messages** at no cost, but not free-form messages.

> Learn more about [Free Entry Point Conversations](https://developers.facebook.com/docs/whatsapp/pricing/updates-to-pricing#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

> View Meta’s updated [rate cards here](https://developers.facebook.com/docs/whatsapp/pricing/updates-to-pricing#rate-cards).

## 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, our system will update its category, and **the correct rate** will automatically be 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).

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## 

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* [WhatsApp Official Business Account (Blue Tick)Learn how to get a WhatsApp Official Business Account. ](/help/whatsapp/whatsapp-official-business-account-blue-tick)

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