WhatsApp Business API conversation charges

Breakdown of conversation-based charges for WhatsApp Business API.

WhatsApp Business API charges are conversation-based. Each 24-hour window has a category that determines cost, depending on who initiated and which template type you used.

Key takeaways

Marketing, utility, authentication, and service are the four categories.
A template send opens a marketing/utility/auth conversation; replying to a user opens service.
Multiple messages inside the same 24-hour window do not add extra Meta cost.

How conversations are categorized

Marketing: promotional templates (upsells, offers).
Utility: transactional templates (orders, invoices, reminders).
Authentication: OTP/login templates.
Service: user-initiated when you reply within 24 hours.

What starts a new conversation

Sending a template outside the existing window starts a new billable conversation in that template’s category.
User-initiated messages start a service conversation when you respond within 24 hours.

How to control conversation costs

Use the right template type; avoid marketing language in utility sends.
Keep engagement high to maintain quality and avoid rejections.
Consolidate updates to reduce unnecessary new conversations.

FAQs

If I send multiple templates, do I pay multiple times?

If templates are in different categories, each can start its own conversation. Stay within one window when possible.

Do user replies start marketing conversations?

No. User replies create service conversations when you respond inside 24 hours.

Can I switch a conversation category mid-window?

Category is set when the conversation starts; sending a different category template later can start a new window and new charge.

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