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:
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.
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.
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