How Pricing Works

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Businesses that use the WhatsApp Business Platform are charged based on the number of conversations they have with their customers. This includes all messages exchanged within a 24-hour period.

Conversation-based Pricing and How it Works

The WhatsApp Business Platform charges businesses based on the number of conversations they have with their customers. These conversations are divided into two categories: user-initiated and business-initiated.

User-Initiated Conversation – A user-initiated conversation is one that begins in response to a message from a customer. Businesses can send unlimited messages within a 24-hour window to a customer without incurring additional charges.

Business-Initiated Conversations – A business-initiated conversation is one that begins when a business sends a message to a customer outside of the 24-hour window. These types of conversations require the use of message templates and are charged at different rates depending on the customer’s location.

All conversations are measured in 24-hour sessions, which start when the first business message is sent or received. Businesses and customers can exchange any number of messages within a single 24-hour session without incurring additional charges. The charges for conversations are based on the customer’s country code.

Free Tier Conversations

As a way to help businesses build experiences that their customers will love, the WhatsApp Business Platform offers a free tier of conversations. Each WhatsApp Business account (WABA) is eligible for 1,000 free conversations per month, which can be either user-initiated or business-initiated.

This free tier is available to all WABA accounts, regardless of the number of phone numbers attached to the account. The free tier is refreshed on a monthly basis based on the time zone associated with the WABA. This means that businesses can have up to 1,000 free conversations each month before incurring any charges.