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Meta Conversation Pricing for WhatsApp Cloud API

This document provides an overview of how conversation-based pricing works on the WhatsApp Business Platform.

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The information provided in this document is based on Meta's (formerly Facebook) official documentation, available at Meta Pricing. Please note that the content may be subject to change over time. We strive to keep this document accurate and up-to-date, but we recommend referring to the official documentation for the most current and reliable information.

Conversations

Conversations are 24-hour message threads between you and your customers. They are initiated when messages you send to customers are delivered. You can exchange any number of messages within that 24-hour window. The types of conversations are explained below.

Meta Pricing

Rates vary based on conversation category and country/region. You can download the rate card corresponding to your WhatsApp Business Account's currency for specific rates.

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Conversation Categories

Conversations are categorized with one of the following categories:

  • Marketing — Enables you to achieve a wide range of goals, from generating awareness to driving sales and retargeting customers. Examples include new product, service, or feature announcements, targeted promotions/offers, and cart abandonment reminders.
  • Utility — Enables you to follow-up on user actions or requests. Examples include opt-in confirmation, order/delivery management (e.g., delivery update); account updates or alerts (for example., payment reminder); or feedback surveys.
  • Authentication — Enables you authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).
  • Service — Enables you to resolve customer inquiries.
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Marketing, utility, and authentication conversations require template messages, while service messages use free-form messages.

Opening Conversations

Conversations are opened under the following conditions:

Customer Service Windows

When a customer messages you, a 24-hour customer service window starts. Within this window, you can send free-form and template messages. Outside this window, you can only send template messages.

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Conversation Duration

  • Marketing, utility, authentication, and service conversations last 24 hours unless replaced by a newly opened free-entry point conversation.
  • Free-entry point conversations last 72 hours.

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Multiple Conversations

Multiple open conversations are possible with a customer in the following situations:

  • Sending different template messages of various categories within 24 hours.
  • Sending a template message within 24 hours when an open service conversation exists.

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Free Tier Conversations

Each WhatsApp Business Account gets 1,000 free service conversations each month across all business phone numbers. Marketing, utility, and authentication conversations are not part of the free tier.

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Free Entry Point Conversations

A free entry point conversation opens when a customer messages via a Click to WhatsApp Ad or Facebook Page Call-to-Action button, and you respond within 24 hours. It lasts 72 hours and automatically closes all other open conversations with the customer.

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For further assistance or clarifications, feel free to reach out to our support team.

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