Conversation Based Pricing Explained
Understanding how WhatsApp charges for conversations is essential for managing your messaging costs effectively.
How Pricing Works
WhatsApp Business API uses a conversation-based pricing model, not per-message pricing:
1 Conversation = Unlimited messages within a 24-hour window
Once a conversation starts, you can send as many messages as needed within that 24-hour session for a single conversation fee.
Conversation Categories
Conversations are categorized based on the template or message type:
📣 Marketing
Promotions, offers, product launches, newsletters
Used for promotional content like discounts, new product announcements, or marketing campaigns.
🔧 Utility
Order updates, reminders, confirmations
Transactional messages like order confirmations, shipping updates, appointment reminders.
🔐 Authentication
OTPs, verification codes, login alerts
Security-related messages like one-time passwords and account verification codes.
💬 Service
User-initiated conversations, customer support
When a user messages you first, it opens a service conversation where you can reply freely.
Sample Rates (India)
| Category | Rate (INR) |
|---|---|
| Marketing | ₹0.62 |
| Utility | ₹0.10 |
| Authentication | ₹0.05 |
| Service (first 1,000/month) | FREE |
*Rates as of February 2026. Subject to change by Meta.
Who Pays for What?
Business-Initiated Conversations
When you send the first message (using a template), you pay based on the template category:
- Marketing template → Marketing conversation rate
- Utility template → Utility conversation rate
- Authentication template → Authentication rate
User-Initiated Conversations
When a customer messages you first, a Service conversation opens:
- First 1,000 per month are FREE
- No template required for your replies
- Send any message within 24 hours
The 24-Hour Conversation Window
Conversation Opens
When you send a template message (business-initiated) or user sends a message (user-initiated)
24-Hour Window
Unlimited messages within this window at single conversation cost
Window Closes
After 24 hours, you need a new template message to start another conversation
Cost-Saving Strategies
- 💡 Use Utility over Marketing when appropriate (order updates, not promos)
- 💡 Encourage users to message first for free service conversations
- 💡 Combine follow-up messages within 24-hour windows
- 💡 Use QR codes and click-to-chat links to drive user-initiated chats