Businesses using the WhatsApp Business Platform are charged per conversation, which includes all messages delivered in a 24 hour session. See About Billing For Your WhatsApp Business Account for more information.
WhatsApp Business Platform conversations fall into two categories that are priced differently:
All conversations are measured in fixed 24-hour sessions. A conversation starts when the first business message in a conversation is delivered, either initiated by the business or in reply to a user message. Businesses and users can exchange any number of messages, including template messages, within a 24 hour conversation session without incurring additional charges. Each 24 hour conversation session results in a single charge.
Charges for conversations are based on the user’s country code. A user here is defined as the customer that your business is communicating with. Rates for business-initiated and user-initiated conversations vary by country or region.
See About Billing For Your WhatsApp Business Account for more information.
The first 1,000 conversations each month are free. This way your business can build experiences your customers will love before having to pay. Each WhatsApp Business account (WABA) will receive 1,000 free conversations per month. These conversations can be either user or business-initiated. Even if a WABA has multiple numbers attached, the free tier threshold is still 1000, as the free tier is provided at the WABA level. The free tier is refreshed monthly, based on the timezone associated with the WABA.
Conversations are not charged when users message businesses using call-to-actions buttons on Ads that Click to WhatsApp or a Facebook Page call-to-action buttons. Free entry point conversations can only be user-initiated. The first conversation that starts from the entry point is free of charge, then subsequent conversations with the user are charged.
Standard pricing applies for Ads that Click to WhatsApp. The conversation that initiates from the ad is free, but not the ad itself.
Free entry point conversations are identified as
referral_conversion in the
pricing object in message status webhooks payloads (
You can download the individual rate cards and find the country to region mapping for countries where regional rates apply.
|List of Countries in Region|
Rest of Africa
Rest of Asia Pacific
Rest of Central & Eastern Europe
Rest of Latin America
Rest of Middle East
Rest of Western Europe
Our policy requires a template message whenever sending a message to a user more than 24 hours since their last message. If you send a free form message outside the customer support window, it will not go through. If you send a message within 24 hours of this failed delivery, it will be charged as a business-initiated conversation even if there was a user message after the failed delivery.