WhatsApp Business API Pricing — Meta (Conversation-based)
Meta (WhatsApp’s parent company) charges businesses using the WhatsApp Business API based on conversations, not just individual messages. Each conversation is a 24-hour messaging session with a customer.
📌 What Is a “Conversation”?
A conversation is the 24-hour window that starts when either:
A customer sends a message (user-initiated), or
The business sends the first message (business-initiated)
If the business initiates the conversation with a message template, Meta will charge a conversation fee. If the customer starts the chat, the messages sent within that 24-hour window are usually free of Meta conversation charges. support.funnelbridge.net
💰 Two Major Pricing Rules
1. User-Initiated Conversations
When a customer sends the first message, Meta labels it a user-initiated or service conversation.
Replies your business sends within the 24-hour window are usually free of Meta charges. Funnel Bridge
2. Business-Initiated Conversations
If your business starts a conversation — typically using a template message — it is chargeable.
Meta classifies the template into categories that determine pricing. Funnel Bridge
📊 Conversation Categories and Typical Cost Behavior
Meta groups business-initiated conversations into categories (which affect how much you pay per conversation):
Category
Typical Use
Utility
Order updates, delivery notifications, receipts — usually the cheapest charge
Authentication
OTPs, login confirmations — mid-range cost
Marketing
Promotional campaigns, offers — usually the highest cost
Service
Customer support (user-initiated) — often free
Example Meta pricing (business-initiated conversations billed per 100 sessions; illustrative only; actual official rates vary by country): 🇩🇪 Germany ~ €7.94 | 🇬🇧 UK ~ €3.10 | 🇫🇷 France ~ €7.17 (for mixed conversation categories) Recruitee Help Center
📅 New Pricing Evolution (2025 Changes)
Meta has been updating the pricing model:
🗓 July 1, 2025 — Per-Message Billing
Meta introduced per-message pricing for conversations instead of charging per 24-hour session. Under this model:
Each template message you send is billed separately.
It still depends on the message type (Marketing, Utility, Authentication).
Messages sent within the 24-hour service window (user-initiated) are often free. Wati Help Center
🌐 What This Means
Even if the older conversation model existed, Meta’s current billing is moving toward charging per message sent by your business. Wati Help Center
🗺 Example Meta Per-Message Rates (Approx, USD, Oct 2025)
Region/Country
Marketing
Utility
Authentication
Service
Argentina
~$0.069
~$0.029
~$0.029
Free
Brazil
~$0.070
~$0.0076
~$0.0076
Free
India
~$0.012
~$0.002
~$0.002
Free
France
~$0.16
~$0.034
~$0.034
Free
Germany
~$0.153
~$0.062
~$0.062
Free
“Service” category usually remains free because it’s triggered by a user-initiated conversation, which Meta does not bill (response messages inside 24 hours are free). SleekFlow Help Center
📍 Key Takeaways
✅ Free Conversations
User-initiated messages and replies within 24 hours are commonly free of Meta conversation fees. Funnel Bridge
💵 Business-Initiated Charges
If your business sends a message that starts a conversation (template), Meta charges based on category and region. Funnel Bridge
🔁 New Model Since 2025
Meta is shifting from flat 24-hr conversation billing to per-message billing for most outgoing template messages. Wati Help Center
🌍 Country Rates Vary
Costs differ widely by region — rates for Latin America, Europe, APAC, etc., are distinct and updated regularly by Meta. SleekFlow Help Center
📌 Summary
Meta conversation pricing for WhatsApp Business API now works like this:
Free window: When customers message you first, replies inside 24 hrs are usually free. Funnel Bridge
Business-initiated messages (templates): Charged depending on category (Marketing highest, Utility mid, Authentication moderate). SleekFlow Help Center
Pricing mode (2025): Shifted toward per-message billing, though category principles remain. Wati Help Center
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