Conversation Pricing
Learn about META's pricing structure for customer conversations. Instead of charging per message, the costs are determined by the type and duration of the conversation.
META does not charge for individual messages but rather for the conversations you engage in with your customers. These conversations include all chat interactions that occur over a 24-hour period between you and a customer.
Meta will implement a significant update to the WhatsApp Business Platform pricing structure, effective July 1, 2025. Read more
Conversation Categories
Conversations are classified into four types:
Marketing: Messages related to promotions, updates, or invitations.
Utility: Messages that assist with specific tasks, such as transaction confirmations.
Authentication: Messages used for verifying users, such as sending one-time passcodes during logins. (Currently not available in India)
Service: Messages aimed at resolving customer inquiries.
Customer Service Window
Once a customer initiates contact, a 24-hour timer starts. During this period, you can send various message types including free-form or regular text messages. After the 24-hour window closes, only template messages are allowed.
Conversation Duration
Typically, conversations have a 24-hour duration. Starting a new conversation within this period resets the timer. However, conversations initiated from free-entry points are given a 72-hour window.
Charges for Marketing, Utility, and Authentication Conversations
Aside from service conversations, all other types initiated by the business must begin with a template message. Sending a template message triggers a 24-hour window specific to that type of conversation.
Pricing is applied once the message is delivered, based on the type of conversation window that was opened. If the customer responds within this window, the business can send any type of free-form or regular text messages.
For example, if a business sends a marketing template at 9 AM and a utility template at 10 AM, two separate conversation windows are activated and charged accordingly. For detailed pricing and use case information, refer to this document.
Complimentary Service Conversations
Each month, you receive 1,000 free service conversations. These reset at the start of every month.
Free Entry Point or Service Conversations
Initiated when a customer messages via a Click to WhatsApp Ad or a Facebook Page Call-to-Action button, these conversations last for 72 hours. During this time, you can send any message without incurring additional charges.
Business-Initiated Conversation Pricing
Argentina
4.9822
3.1148
3.3610
Brazil
5.0389
0.7329
2.8859
Chile
7.1649
1.8318
4.8303
Colombia
1.0077
0.0184
0.7009
Egypt
8.6516
0.4765
5.6651
France
11.5482
2.7493
6.3343
Germany
11.0080
5.0403
7.0385
India
0.8631
0.1438
0.1438
Indonesia
3.3122
1.8316
2.7474
Israel
2.8458
0.4856
1.5460
Italy
5.5675
2.7468
3.4609
Malaysia
6.9341
1.2828
1.6493
Mexico
3.5132
0.9156
2.1921
Netherlands
12.8786
4.5820
6.5980
Nigeria
4.1636
0.6144
2.6325
Pakistan
3.8151
0.4950
2.0870
Peru
5.6690
1.8328
3.4533
Russia
6.4644
3.6639
3.9321
Saudi Arabia
3.6621
1.0525
2.0725
South Africa
3.0603
0.6974
1.6516
Spain
4.9548
1.8310
3.1311
Turkey
0.8788
0.4855
0.7626
United Arab Emirates
3.0980
1.4386
1.6291
United Kingdom
4.2622
2.0153
3.2811
North America
2.0144
0.3663
1.2361
Rest of Africa
1.8147
0.5590
1.3198
Rest of Asia Pacific
5.9030
1.4388
3.8905
Rest of Central & Eastern Europe
6.9297
3.2323
5.1011
Rest of Latin America
5.9628
1.0348
4.0726
Rest of Middle East
2.7492
1.4384
1.6288
Rest of Western Europe
4.7716
2.7478
3.4621
Other
4.8673
0.7051
2.7865
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