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.

Rate Cards

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

Country to Region Mapping for Regional Rates

List of Countries in 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

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: