WhatsApp charges, explained simply

01First, know the message types

These are Meta’s billing categories. A template is a message format submitted for approval. Knowing a category does not mean that every template or sending feature is available in Waabot.

• Service: a reply helping a customer who has messaged you.
• Utility: a non-promotional update connected to a customer action, such as an order update.
• Marketing: a promotion or offer.
• Authentication: a verification code.

02The customer reply window

When a customer messages you, a 24-hour reply window opens. Another customer message restarts the timer. Your own reply does not restart it. Outside that window, reaching the customer generally requires an approved template and the right permission to contact them.

03Which messages cost money?

Meta’s public pricing page currently lists service replies in the customer-service window, and utility replies to users, as free of Meta messaging charges. Marketing and authentication messages can be charged. Utility templates outside the window can also be charged. Exceptions and rates are set by Meta, so check the current rate card for your recipient’s market.

A free Meta message can still use Waabot AI credits if AI writes the answer. Buying AI credits does not buy Meta message credit. Your merchant WhatsApp Business account needs its own billing setup for paid messages.

04Estimate before you send

1. 1

   Identify whether the message is a reply, an order update, a promotion or a code.

2. 2

   Check whether the customer’s reply window is open.

3. 3

   Use Meta’s rate card for the recipient market and message category.

4. 4

   Multiply the applicable delivered-message rate by your expected delivered messages. Check eligible discounts or free-entry rules separately.

5. 5

   Keep this estimate separate from your Waabot subscription and AI credits.