Conversation-Based Pricing

Starting February 1st, 2022, WhatsApp will switch from a notification-based pricing model to a conversation-based pricing model. Instead of being charged for notifications sent, businesses will be charged per conversation. See How It Works below for more information.

How It Works

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

  • User-initiated, like customer care and general support inquiries.
  • Business-initiated, like post purchase notifications.

All conversations are measured in 24-hour increments, or "sessions", that start whenever the first message is delivered by a business. The first message can be a response to a user inquiry or a business-initiated message template being delivered.

Charges for conversations are based on the end user’s phone number. Rates for business-initiated conversations and user-initiated conversations vary by market (country or region). See Rates for specific pricing information.

Free Tier

The first 1,000 conversations each month will be free, so your business can start to build experiences your customers will love before having to pay.

Free Entry Points

Conversations will not be charged when a user messages a business using a call-to-action button on Ads that click to WhatsApp or a Facebook Page CTA.

Examples

For the examples that follow, we’ll use a hypothetical user, Anne Bodelac, a customer of Commercial Air, a hypothetical airline, and Kicks, a fictitious online shoe retailer. Anne prefers to use WhatsApp to message businesses because it’s the fastest way to get the support and information she needs. Commercial Air and Kicks know many of their customers prefer to connect via WhatsApp, so they’re ready to respond to inquiries or send important updates via messaging.

User-Initiated Conversations

Scenario: Customer care or general support inquiries in a single 24-hour conversation session.

  1. Our user, Anne Bodelac, messages Commercial Air with a question about an upcoming reservation. When Commercial Air’s reply message is delivered, it starts the 24-hour conversation session.
  2. In this scenario, all additional messages are free within the 24-hour session. This encourages Commercial Air to follow-up with support inquiries in a timely manner, while providing users the ability to exchange as many messages as needed to resolve concerns within the 24-hour session.
  3. If Commercial Air continues to exchange messages with Anne after the initial 24-hour conversation session has ended, they’ll incur costs related to a new conversation. They’ll also be required to send a message template to start a new conversation if it’s been more than 24 hours since Anne’s last message, which will be charged as a business-initiated conversation.

In this scenario, Anne gets the info she needs about her reservation and Commercial Air pays for one user-initiated conversation.

Scenario: User-initiated conversation leads to two conversations with a message template required.

  1. Anne wants to check on an order she placed with Kicks, an online shoe retailer. She does so at 1:13pm.
  2. Kicks has a bot set-up to reply to basic order inquiries, and responds to Anne with delivery details at 1:13pm.
  3. As a follow up the next day, the Kicks bot lets Anne know that her order has been delivered at 3:45pm.

When the Kicks bot replies to Anne more than 24 hours after the first message confirming the delivery ETA, it starts a new conversation. Kicks also has to use a message template because it’s been more than 24 hours since Anne’s last message.

In this scenario, Kicks pays for one user-initiated and one business-initiated conversation.

Business-Initiated Conversations

Scenario: Business initiates the delivery of a message template.

  1. When a flight is delayed or its status changes, Commercial Air alerts customers who have opted in to receive notifications using a message template.
  2. Two message templates sent in a single 24-hour conversation session result in one business-initiated conversation charge.

In this scenario, Commercial Air wants to let Anne know that her flight is delayed by 30 minutes.
Commercial Air will be charged for one business-initiated conversation for the delivery of these two message templates to Anne within a 24 hour conversation session.

Scenario: Business-initiated with user reply leading to single conversation .

  1. When a customer places a new order from Kicks, the online retailer sends a text message to confirm the order has been received, and asks the customer if they’d like to receive notification when it ships.
  2. The customer selects Yes and opts into receiving additional order notifications.

In this scenario, Kicks pays for a single, business-initiated conversation. If the user replies more than 24 hours after the initial business message delivery and that is followed by a business reply, that will result in a new, user-initiated conversation.

Rates

Cost per Conversation in USD

MarketBusiness-Initiated RateUser-Initiated Rate

Argentina

$ 0.0526

$ 0.0316

Brazil

$ 0.0500

$ 0.0300

Chile

$ 0.0757

$ 0.0454

Colombia

$ 0.0100

$ 0.0060

Egypt

$ 0.1073

$ 0.0644

France

$ 0.1432

$ 0.0859

Germany

$ 0.1365

$ 0.0819

India

$ 0.0066

$ 0.0040

Indonesia

$ 0.0316

$ 0.0190

Israel

$ 0.0300

$ 0.0180

Italy

$ 0.0643

$ 0.0386

Malaysia

$ 0.0732

$ 0.0220

Mexico

$ 0.0349

$ 0.0105

Netherlands

$ 0.1485

$ 0.0891

Nigeria

$ 0.0516

$ 0.0310

Pakistan

$ 0.0473

$ 0.0142

Peru

$ 0.0598

$ 0.0179

Russia

$ 0.0663

$ 0.0398

Saudi Arabia

$ 0.0325

$ 0.0195

South Africa

$ 0.0280

$ 0.0168

Spain

$ 0.0615

$ 0.0369

Turkey

$ 0.0100

$ 0.0030

United Arab Emirates

$ 0.0316

$ 0.0190

United Kingdom

$ 0.0647

$ 0.0388

North America*

$ 0.0147

$ 0.0088

Rest of Africa*

$ 0.1208

$ 0.0363

Rest of Asia Pacific*

$ 0.0745

$ 0.0224

Rest of Central & Eastern Europe*

$ 0.0835

$ 0.0250

Rest of Latin America*

$ 0.0706

$ 0.0423

Rest of Middle East*

$ 0.0727

$ 0.0218

Rest of Western Europe*

$ 0.1324

$ 0.0397

Other*

$ 0.0483

$ 0.0145

Cost per Conversation in EUR

MarketBusiness-Initiated RateUser-Initiated Rate

Argentina

€ 0.0436

€ 0.0261

Brazil

€ 0.0414

€ 0.0248

Chile

€ 0.0627

€ 0.0376

Colombia

€ 0.0083

€ 0.0050

Egypt

€ 0.0889

€ 0.0533

France

€ 0.1186

€ 0.0712

Germany

€ 0.1131

€ 0.0679

India

€ 0.0055

€ 0.0033

Indonesia

€ 0.0262

€ 0.0157

Israel

€ 0.0248

€ 0.0149

Italy

€ 0.0532

€ 0.0319

Malaysia

€ 0.0606

€ 0.0182

Mexico

€ 0.0289

€ 0.0087

Netherlands

€ 0.1230

€ 0.0738

Nigeria

€ 0.0428

€ 0.0257

Pakistan

€ 0.0392

€ 0.0118

Peru

€ 0.0495

€ 0.0149

Russia

€ 0.0549

€ 0.0329

Saudi Arabia

€ 0.0269

€ 0.0161

South Africa

€ 0.0232

€ 0.0139

Spain

€ 0.0509

€ 0.0305

Turkey

€ 0.0083

€ 0.0025

United Arab Emirates

€ 0.0262

€ 0.0157

United Kingdom

€ 0.0536

€ 0.0321

North America*

€ 0.0122

€ 0.0073

Rest of Africa*

€ 0.1001

€ 0.0300

Rest of Asia Pacific*

€ 0.0617

€ 0.0185

Rest of Central & Eastern Europe*

€ 0.0691

€ 0.0207

Rest of Latin America*

€ 0.0584

€ 0.0351

Rest of Middle East*

€ 0.0602

€ 0.0181

Rest of Western Europe*

€ 0.1096

€ 0.0329

Other*

€ 0.0400

€ 0.0120

Cost per Conversation in INR

MarketBusiness-Initiated RateUser-Initiated Rate

Argentina

₹ 3.8550

₹ 2.3130

Brazil

₹ 3.6646

₹ 2.1987

Chile

₹ 5.5464

₹ 3.3279

Colombia

₹ 0.7329

₹ 0.4397

Egypt

₹ 7.8651

₹ 4.7191

France

₹ 10.4984

₹ 6.2990

Germany

₹ 10.0073

₹ 6.0044

India

₹ 0.4843

₹ 0.2906

Indonesia

₹ 2.3151

₹ 1.3890

Israel

₹ 2.1987

₹ 1.3192

Italy

₹ 4.7098

₹ 2.8259

Malaysia

₹ 5.3655

₹ 1.6096

Mexico

₹ 2.5565

₹ 0.7669

Netherlands

₹ 10.8867

₹ 6.5320

Nigeria

₹ 3.7851

₹ 2.2710

Pakistan

₹ 3.4683

₹ 1.0405

Peru

₹ 4.3839

₹ 1.3152

Russia

₹ 4.8582

₹ 2.9149

Saudi Arabia

₹ 2.3795

₹ 1.4277

South Africa

₹ 2.0554

₹ 1.2332

Spain

₹ 4.5044

₹ 2.7026

Turkey

₹ 0.7329

₹ 0.2199

United Arab Emirates

₹ 2.3165

₹ 1.3899

United Kingdom

₹ 4.7413

₹ 2.8448

North America*

₹ 1.0768

₹ 0.6461

Rest of Africa*

₹ 8.8572

₹ 2.6572

Rest of Asia Pacific*

₹ 5.4617

₹ 1.6385

Rest of Central & Eastern Europe*

₹ 6.1166

₹ 1.8350

Rest of Latin America*

₹ 5.1716

₹ 3.1030

Rest of Middle East*

₹ 5.3284

₹ 1.5985

Rest of Western Europe*

₹ 9.7014

₹ 2.9104

Other*

₹ 3.5384

₹ 1.0615

Cost per Conversation in IDR

MarketBusiness-Initiated RateUser-Initiated Rate

Argentina

Rp 750.66

Rp 450.40

Brazil

Rp 713.58

Rp 428.15

Chile

Rp 1,080.03

Rp 648.02

Colombia

Rp 142.72

Rp 85.63

Egypt

Rp 1,531.53

Rp 918.92

France

Rp 2,044.30

Rp 1,226.58

Germany

Rp 1,948.66

Rp 1,169.20

India

Rp 94.30

Rp 56.58

Indonesia

Rp 450.80

Rp 270.48

Israel

Rp 428.15

Rp 256.89

Italy

Rp 917.10

Rp 550.26

Malaysia

Rp 1,044.79

Rp 313.44

Mexico

Rp 497.81

Rp 149.34

Netherlands

Rp 2,119.91

Rp 1,271.94

Nigeria

Rp 737.05

Rp 442.23

Pakistan

Rp 675.37

Rp 202.61

Peru

Rp 853.66

Rp 256.10

Russia

Rp 946.02

Rp 567.61

Saudi Arabia

Rp 463.34

Rp 278.01

South Africa

Rp 400.24

Rp 240.14

Spain

Rp 877.11

Rp 526.27

Turkey

Rp 142.72

Rp 42.81

United Arab Emirates

Rp 451.07

Rp 270.64

United Kingdom

Rp 923.25

Rp 553.95

North America*

Rp 209.68

Rp 125.81

Rest of Africa*

Rp 1,724.72

Rp 517.41

Rest of Asia Pacific*

Rp 1,063.53

Rp 319.06

Rest of Central & Eastern Europe*

Rp 1,191.06

Rp 357.32

Rest of Latin America*

Rp 1,007.04

Rp 604.23

Rest of Middle East*

Rp 1,037.58

Rp 311.27

Rest of Western Europe*

Rp 1,889.11

Rp 566.73

Other*

Rp 689.01

Rp 206.70

Cost per Conversation in GBP

MarketBusiness-Initiated RateUser-Initiated Rate

Argentina

£ 0.0379

£ 0.0228

Brazil

£ 0.0361

£ 0.0216

Chile

£ 0.0546

£ 0.0327

Colombia

£ 0.0072

£ 0.0043

Egypt

£ 0.0774

£ 0.0464

France

£ 0.1033

£ 0.0620

Germany

£ 0.0985

£ 0.0591

India

£ 0.0048

£ 0.0029

Indonesia

£ 0.0228

£ 0.0137

Israel

£ 0.0216

£ 0.0130

Italy

£ 0.0463

£ 0.0278

Malaysia

£ 0.0528

£ 0.0158

Mexico

£ 0.0252

£ 0.0075

Netherlands

£ 0.1071

£ 0.0643

Nigeria

£ 0.0372

£ 0.0223

Pakistan

£ 0.0341

£ 0.0102

Peru

£ 0.0431

£ 0.0129

Russia

£ 0.0478

£ 0.0287

Saudi Arabia

£ 0.0234

£ 0.0140

South Africa

£ 0.0202

£ 0.0121

Spain

£ 0.0443

£ 0.0266

Turkey

£ 0.0072

£ 0.0022

United Arab Emirates

£ 0.0228

£ 0.0137

United Kingdom

£ 0.0467

£ 0.0280

North America*

£ 0.0106

£ 0.0064

Rest of Africa*

£ 0.0871

£ 0.0261

Rest of Asia Pacific*

£ 0.0537

£ 0.0161

Rest of Central & Eastern Europe*

£ 0.0602

£ 0.0181

Rest of Latin America*

£ 0.0509

£ 0.0305

Rest of Middle East*

£ 0.0524

£ 0.0157

Rest of Western Europe*

£ 0.0955

£ 0.0286

Other*

£ 0.0348

£ 0.0104

Cost per Conversation in AUD

MarketBusiness-Initiated RateUser-Initiated Rate

Argentina

$ 0.0684

$ 0.0410

Brazil

$ 0.0650

$ 0.0390

Chile

$ 0.0984

$ 0.0590

Colombia

$ 0.0130

$ 0.0078

Egypt

$ 0.1395

$ 0.0837

France

$ 0.1862

$ 0.1117

Germany

$ 0.1775

$ 0.1065

India

$ 0.0086

$ 0.0052

Indonesia

$ 0.0411

$ 0.0246

Israel

$ 0.0390

$ 0.0234

Italy

$ 0.0835

$ 0.0501

Malaysia

$ 0.0951

$ 0.0285

Mexico

$ 0.0453

$ 0.0136

Netherlands

$ 0.1931

$ 0.1158

Nigeria

$ 0.0671

$ 0.0403

Pakistan

$ 0.0615

$ 0.0185

Peru

$ 0.0777

$ 0.0233

Russia

$ 0.0862

$ 0.0517

Saudi Arabia

$ 0.0422

$ 0.0253

South Africa

$ 0.0364

$ 0.0219

Spain

$ 0.0799

$ 0.0479

Turkey

$ 0.0130

$ 0.0039

United Arab Emirates

$ 0.0411

$ 0.0246

United Kingdom

$ 0.0841

$ 0.0504

North America*

$ 0.0191

$ 0.0115

Rest of Africa*

$ 0.1571

$ 0.0471

Rest of Asia Pacific*

$ 0.0969

$ 0.0291

Rest of Central & Eastern Europe*

$ 0.1085

$ 0.0325

Rest of Latin America*

$ 0.0917

$ 0.0550

Rest of Middle East*

$ 0.0945

$ 0.0283

Rest of Western Europe*

$ 0.1720

$ 0.0516

Other*

$ 0.0627

$ 0.0188

List of countries in a region

North America

Canada
United States

Rest of Africa

Algeria
Angola
Benin
Botswana
Burkina Faso
Burundi
Cameroon
Chad
Congo
Eritrea
Ethiopia
Gabon
Gambia
Ghana
Guinea-Bissau
Ivory Coast
Kenya
Lesotho
Liberia
Libya
Madagascar
Malawi
Mali
Mauritania
Morocco
Mozambique
Namibia
Niger
Rwanda
Senegal
Sierra Leone
Somalia
South Sudan
Sudan
Swaziland
Tanzania
Togo
Tunisia
Uganda
Zambia

Rest of Asia Pacific

Afghanistan
Australia
Bangladesh
Cambodia
China
Hong Kong
Japan
Laos
Mongolia
Nepal
New Zealand
Papua New Guinea
Philippines
Singapore
Sri Lanka
Taiwan
Tajikistan
Thailand
Turkmenistan
Uzbekistan
Vietnam

Rest of Central & Eastern Europe

Albania
Armenia
Azerbaijan
Belarus
Bulgaria
Croatia
Czech Republic
Georgia
Greece
Hungary
Latvia
Lithuania
Macedonia
Moldova
Poland
Romania
Serbia
Slovakia
Slovenia
Ukraine

Rest of Latin America

Bolivia
Costa Rica
Dominican Republic
Ecuador
El Salvador
Guatemala
Haiti
Honduras
Jamaica
Nicaragua
Panama
Paraguay
Puerto Rico
Uruguay
Venezuela

Rest of Middle East

Bahrain
Iraq
Jordan
Kuwait
Lebanon
Oman
Qatar
Yemen

Rest of Western Europe

Austria
Belgium
Denmark
Finland
Ireland
Norway
Portugal
Sweden
Switzerland

Other

All other countries not listed in the above regions or specifically listed in the above tables.

FAQ

A business can send free-form messages within 24 hours of the last user message in a conversation. If it’s been more than 24 hours since the last user message, a business must send a message template. Delivery of a message template opens a new conversation.