Conversation-Based Pricing

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.

How It Works

WhatsApp Business Platform conversations fall into two categories that are priced differently:

• User-initiated: A conversation that initiates in response to a user message. Whenever a business replies to a user within the 24 hour customer service window, that message will be associated with a user-initiated conversation. Businesses can send free-form messages within this 24 hour customer service window.
• Business-initiated: A conversation that initiates from a business sending a user a message outside the 24 hour customer service window. Messages that initiate a business-initiated conversation will require a message template.

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.

Free Tier Conversations

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.

Free Entry Points Conversations

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 (pricing.category = referral_conversion).

Rate Cards

You can download the individual rate cards and find the country to region mapping for countries where regional rates apply.

• USD Rate Card
• AUD Rate Card
• EUR Rate Card
• GBP Rate Card
• IDR Rate Card
• INR Rate Card

Country to Region Mapping for Regional Rates

Examples

• Click here to download examples.

Policy Requirements

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.

Next Steps

You can use the following tools to help track your conversations:

• Conversation-based pricing (CBP) model
• Conversation webhooks
• Conversation metrics
• Conversation insights
• Conversation invoices