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:

1. Marketing: Messages related to promotions, updates, or invitations.

2. Utility: Messages that assist with specific tasks, such as transaction confirmations.

3. Authentication: Messages used for verifying users, such as sending one-time passcodes during logins. (Currently not available in India)

4. 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.

Upon the initiation of a free entry point conversation, all other ongoing conversations between you and the customer automatically close. No new conversations will be initiated until the free entry point conversation expires.

Business-Initiated Conversation Pricing

Effective January 1, 2026: Utility conversion rates will be reduced. Check the updated pricing in INR.

Current Pricing in INR

Country	Marketing	Utility	Authentication
Afghanistan	2.7492	0.7332	0.7332
Albania	6.9297	1.7046	1.7046
Algeria	1.8147	0.3223	0.3223
Angola	1.8147	0.3223	0.3223
Argentina	4.9822	2.0968	2.0968
Armenia	6.9297	1.7046	1.7046
Australia	5.903	0.911	0.911
Austria	4.7716	1.3768	1.3768
Azerbaijan	6.9297	1.7046	1.7046
Bahrain	2.7492	0.7332	0.7332
Bangladesh	5.903	0.911	0.911
Belarus	6.9297	1.7046	1.7046
Belgium	4.7716	1.3768	1.3768
Benin	1.8147	0.3223	0.3223
Bolivia	5.9628	0.9106	0.9106
Botswana	1.8147	0.3223	0.3223
Brazil	5.0389	0.5482	0.5482
Bulgaria	6.9297	1.7046	1.7046
Burkina Faso	1.8147	0.3223	0.3223
Burundi	1.8147	0.3223	0.3223
Cambodia	5.903	0.911	0.911
Cameroon	1.8147	0.3223	0.3223
Canada	2.0144	0.274	0.274
Chad	1.8147	0.3223	0.3223
Chile	7.1649	1.6119	1.6119
China	5.903	0.911	0.911
Colombia	1.0077	0.0647	0.0647
Costa Rica	5.9628	0.9106	0.9106
Croatia	6.9297	1.7046	1.7046
Czech Republic	6.9297	1.7046	1.7046
Denmark	4.7716	1.3768	1.3768
Dominican Republic	5.9628	0.9106	0.9106
Ecuador	5.9628	0.9106	0.9106
Egypt	5.191	0.2903	0.2903
El Salvador	5.9628	0.9106	0.9106
Eritrea	1.8147	0.3223	0.3223
Ethiopia	1.8147	0.3223	0.3223
Finland	4.7716	1.3768	1.3768
France	6.9289	2.4193	2.4193
Gabon	1.8147	0.3223	0.3223
Gambia	1.8147	0.3223	0.3223
Georgia	6.9297	1.7046	1.7046
Germany	11.008	4.4354	4.4354
Ghana	1.8147	0.3223	0.3223
Greece	4.7716	1.3768	1.3768
Guatemala	5.9628	0.9106	0.9106
Guinea-Bissau	1.8147	0.3223	0.3223
Haiti	5.9628	0.9106	0.9106
Honduras	5.9628	0.9106	0.9106
Hong Kong	5.903	0.911	0.911
Hungary	6.9297	1.7046	1.7046
India	0.9494	0.1265	0.1265
Indonesia	3.3122	2.0148	2.0148
Iraq	2.7492	0.7332	0.7332
Ireland	4.7716	1.3768	1.3768
Israel	2.8458	0.4274	0.4274
Italy	5.5675	2.4171	2.4171
Ivory Coast	1.8147	0.3223	0.3223
Jamaica	5.9628	0.9106	0.9106
Japan	5.903	0.911	0.911
Jordan	2.7492	0.7332	0.7332
Kenya	1.8147	0.3223	0.3223
Kuwait	2.7492	0.7332	0.7332
Laos	5.903	0.911	0.911
Latvia	6.9297	1.7046	1.7046
Lebanon	2.7492	0.7332	0.7332
Lesotho	1.8147	0.3223	0.3223
Liberia	1.8147	0.3223	0.3223
Libya	1.8147	0.3223	0.3223
Lithuania	6.9297	1.7046	1.7046
Madagascar	1.8147	0.3223	0.3223
Malawi	1.8147	0.3223	0.3223
Malaysia	6.9341	1.1288	1.1288
Mali	1.8147	0.3223	0.3223
Mauritania	1.8147	0.3223	0.3223
Mexico	2.4593	0.6849	0.6849
Moldova	6.9297	1.7046	1.7046
Mongolia	1.8147	0.3223	0.3223
Morocco	1.8147	0.3223	0.3223
Mozambique	1.8147	0.3223	0.3223
Namibia	1.8147	0.3223	0.3223
Nepal	5.903	0.911	0.911
Netherlands	12.8786	4.0322	4.0322
New Zealand	5.903	0.911	0.911
Nicaragua	5.9628	0.9106	0.9106
Niger	1.8147	0.3223	0.3223
Nigeria	4.1636	0.5407	0.5407
North Macedonia	6.9297	1.7046	1.7046
Norway	4.7716	1.3768	1.3768
Oman	2.7492	0.7332	0.7332
Pakistan	3.8151	0.4356	0.4356
Panama	5.9628	0.9106	0.9106
Papua New Guinea	5.903	0.911	0.911
Paraguay	5.9628	0.9106	0.9106
Peru	5.669	1.6128	1.6128
Philippines	5.903	0.911	0.911
Poland	6.9297	1.7046	1.7046
Portugal	4.7716	1.3768	1.3768
Puerto Rico	2.0144	0.274	0.274
Qatar	2.7492	0.7332	0.7332
Republic of the Congo	1.8147	0.3223	0.3223
Romania	6.9297	1.7046	1.7046
Russia	6.4644	3.2242	3.2242
Rwanda	1.8147	0.3223	0.3223
Saudi Arabia	3.6621	0.8617	0.8617
Senegal	1.8147	0.3223	0.3223
Serbia	6.9297	1.7046	1.7046
Sierra Leone	1.8147	0.3223	0.3223
Singapore	5.903	0.911	0.911
Slovakia	6.9297	1.7046	1.7046
Slovenia	6.9297	1.7046	1.7046
Somalia	1.8147	0.3223	0.3223
South Africa	3.0603	0.6137	0.6137
South Korea	5.903	0.911	0.911
South Sudan	1.8147	0.3223	0.3223
Spain	4.9548	1.6113	1.6113
Sri Lanka	5.903	0.911	0.911
Sudan	1.8147	0.3223	0.3223
Suriname	5.9628	0.9106	0.9106
Sweden	4.7716	1.3768	1.3768
Switzerland	4.7716	1.3768	1.3768
Syria	2.7492	0.7332	0.7332
Taiwan	5.903	0.911	0.911
Tajikistan	5.903	0.911	0.911
Tanzania	1.8147	0.3223	0.3223
Thailand	5.903	0.911	0.911
Togo	1.8147	0.3223	0.3223
Trinidad and Tobago	5.9628	0.9106	0.9106
Tunisia	1.8147	0.3223	0.3223
Turkey	0.8788	0.4272	0.4272
Turkmenistan	5.903	0.911	0.911
Uganda	1.8147	0.3223	0.3223
Ukraine	6.9297	1.7046	1.7046
United Arab Emirates	4.0274	1.266	1.266
United Kingdom	4.2622	1.7734	1.7734
United States	2.0144	0.274	0.274
Uruguay	5.9628	0.9106	0.9106
Uzbekistan	5.903	0.911	0.911
Venezuela	5.9628	0.9106	0.9106
Vietnam	5.903	0.911	0.911
Western Sahara	1.8147	0.3223	0.3223
Yemen	2.7492	0.7332	0.7332
Zambia	1.8147	0.3223	0.3223
Zimbabwe	1.8147	0.3223	0.3223

Current Pricing in USD