š The information below comes directly from Meta's official documentation.
š¬ How Meta Charges for WhatsApp Messages?
Meta doesn't charge you for every single message you send. Instead, they charge for the conversations you have with your customers. A conversation is like a chat that lasts for 24 hours between you and a customer.
š Message Categories Defined by Meta
| Message Type | Purpose | Best Use Case |
|---|---|---|
| š§ Utility Messages | To send requested updates like receipts, order confirmations, or reminders | Perfect for transactional communications |
| š Authentication Messages | To send login codes or one-time passwords (OTP) securely | Essential for secure user verification |
| š¢ Marketing Messages | To promote offers, re-engage customers, or send sales announcements | Great for promotional campaigns |
| š¬ Service Messages | Used when a customer messages you first, and you reply within 24 hours | Free responses to customer inquiries |
š° Pricing for India (as per Meta)
| Message Type | When to Use | Within 24 hour window | Outside 24 hour window | Price per Message (India) |
|---|---|---|---|---|
| š Free-form(text, canned, bot) | Customer messages you ā You reply within 24 hours | FREE | Can't send a free form message outside customer service window | FREE |
| š§ Utility Messages | You send order updates, payment info | FREE | Charged | ā¹0.1150 |
| š Authentication Messages | You send login/OTP codes | Charged | Charged | ā¹0.1150 |
| š¢ Marketing Messages | You send promotions/offers | Charged | Charged | ā¹0.8631 per message |
ā ļø Note: These are pre-tax rates, and only apply to template messages sent via the WhatsApp Business Platform.
Message Cost Overview
-
When a customer messages you first, you get a 24-hour window to send them free-form messages (this is called a Service conversation).
-
Replies in this window are 100% free.
-
After 24 hours, free-form messages are not allowed, and you must use a paid template message.
-
Utility messages (like order updates) are free within the 24-hour window, but charged after 24 hours.
-
Authentication messages (like OTPs) are always charged, no matter when you send them.
-
Marketing messages (offers/promotions) are *always charged.
ā” Important Points
š Key Information:
- Only template messages are charged. Free-form replies within a 24-hour window are free.
- A template is a pre-approved message format (like: "Hi {{name}}, your order has been shipped!").
- Prices vary by country, but above rates apply for businesses sending messages to Indian numbers.