WhatsApp Business API pricing

Overview of WhatsApp Business API pricing, conversation categories, and provider fees.

WhatsApp Business API pricing is conversation-based. Meta charges by conversation category, and providers may add hosting or platform fees. Understanding categories helps you predict spend.

Key takeaways

Billing is per 24-hour conversation, not per message.
Categories: marketing, utility, authentication, and service (user-initiated).
Providers often add platform or hosting fees on top of Meta’s rates.

Conversation categories at a glance

Marketing: promos, upsells, re-engagement.
Utility: updates like orders, invoices, reminders.
Authentication: one-time passcodes and login flows.
Service: user-initiated messages that you reply to.

How a conversation starts

Template send starts a marketing/utility/auth conversation.
A user message starts a service conversation when you reply within 24 hours.

Provider and platform fees

Most BSPs add fees for hosting, inbox seats, storage, or automation. Platforms like BotMax AI bundle templates, routing, and analytics.

Keeping costs predictable

Segment audiences and send relevant, value-first templates.
Use opt-in to keep block rates low and protect quality scores.
Monitor spend by conversation type and adjust template mix.

FAQs

Do I pay per message?

Meta bills per conversation window. Multiple messages within the same 24-hour window do not increase Meta fees.

Can I avoid marketing pricing?

Use utility templates when you send transactional updates. Promotional language triggers marketing classification.

Why does my invoice show provider charges?

Providers add hosting/platform fees. Review their pricing tiers alongside Meta’s published rates.

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