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

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 August 1, 2024: Utility conversion rates will be reduced. Check the updated pricing in INR.

Conversation Pricing in INR

Country/Region	Marketing	Utility	Authentication	Service
Argentina	4.9822	3.1148	3.3610	2.8913
Brazil	5.0389	0.7329	2.8859	2.7484
Chile	7.1649	1.8318	4.8303	4.1599
Colombia	1.0077	0.0184	0.7009	0.5496
Egypt	8.6516	0.4765	5.6651	5.8989
France	11.5482	2.7493	6.3343	7.8738
Germany	11.0080	5.0403	7.0385	7.5055
India	0.8631	0.1438	0.1438	0.3633
Indonesia	3.3122	1.8316	2.7474	1.7363
Israel	2.8458	0.4856	1.5460	1.6490
Italy	5.5675	2.7468	3.4609	3.5324
Malaysia	6.9341	1.2828	1.6493	2.0120
Mexico	3.5132	0.9156	2.1921	0.9586
Netherlands	12.8786	4.5820	6.5980	8.1650
Nigeria	4.1636	0.6144	2.6325	2.8388
Pakistan	3.8151	0.4950	2.0870	1.3006
Peru	5.6690	1.8328	3.4533	1.6440
Russia	6.4644	3.6639	3.9321	3.6436
Saudi Arabia	3.6621	1.0525	2.0725	1.7846
South Africa	3.0603	0.6974	1.6516	1.5415
Spain	4.9548	1.8310	3.1311	3.3783
Turkey	0.8788	0.4855	0.7626	0.2749
United Arab Emirates	3.0980	1.4386	1.6291	1.7374
United Kingdom	4.2622	2.0153	3.2811	3.5560
North America	2.0144	0.3663	1.2361	0.8076
Rest of Africa	1.8147	0.5590	1.3198	3.3215
Rest of Asia Pacific	5.9030	1.4388	3.8905	2.0481
Rest of Central & Eastern Europe	6.9297	3.2323	5.1011	2.2938
Rest of Latin America	5.9628	1.0348	4.0726	3.8788
Rest of Middle East	2.7492	1.4384	1.6288	1.9981
Rest of Western Europe	4.7716	2.7478	3.4621	3.6380
Other	4.8673	0.7051	2.7865	1.3269

Conversation Pricing in USD

Country/Region	Marketing	Utility	Authentication	Service
Argentina	0.0680	0.0425	0.0459	0.0395
Brazil	0.0688	0.0100	0.0394	0.0375
Chile	0.0978	0.0250	0.0659	0.0568
Colombia	0.0138	0.0003	0.0096	0.0075
Egypt	0.1180	0.0065	0.0773	0.0805
France	0.1575	0.0375	0.0864	0.1074
Germany	0.1502	0.0688	0.0960	0.1024
India	0.0118	0.0018	0.0018	0.0050
Indonesia	0.0452	0.0250	0.0375	0.0238
Israel	0.0388	0.0066	0.0211	0.0225
Italy	0.0760	0.0375	0.0473	0.0483
Malaysia	0.0946	0.0175	0.0225	0.0275
Mexico	0.0480	0.0125	0.0299	0.0131
Netherlands	0.1757	0.0625	0.0900	0.1114
Nigeria	0.0568	0.0084	0.0359	0.0388
Pakistan	0.0520	0.0068	0.0285	0.0178
Peru	0.0773	0.0250	0.0471	0.0224
Russia	0.0882	0.0500	0.0536	0.0498
Saudi Arabia	0.0501	0.0144	0.0283	0.0244
South Africa	0.0417	0.0095	0.0225	0.0210
Spain	0.0677	0.0250	0.0428	0.0461
Turkey	0.0120	0.0066	0.0104	0.0038
United Arab Emirates	0.0422	0.0196	0.0223	0.0238
United Kingdom	0.0582	0.0275	0.0448	0.0485
North America	0.0275	0.0050	0.0169	0.0110
Rest of Africa	0.0248	0.0076	0.0180	0.0454
Rest of Asia Pacific	0.0805	0.0196	0.0531	0.0280
Rest of Central & Eastern Europe	0.0946	0.0441	0.0696	0.0313
Rest of Latin America	0.0814	0.0141	0.0556	0.0529
Rest of Middle East	0.0375	0.0196	0.0223	0.0273
Rest of Western Europe	0.0651	0.0375	0.0473	0.0496
Other	0.0664	0.0096	0.0380	0.0181