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

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📊 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

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📅 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

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🗺 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
SleekFlow Help Center

“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

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📍 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

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📌 Summary

Meta conversation pricing for WhatsApp Business API now works like this:

1. Free window: When customers message you first, replies inside 24 hrs are usually free. Funnel Bridge

2. Business-initiated messages (templates): Charged depending on category (Marketing highest, Utility mid, Authentication moderate). SleekFlow Help Center

3. Pricing mode (2025): Shifted toward per-message billing, though category principles remain. Wati Help Center