Know what WhatsApp will cost before you send.

Marketing

Promotions, launches, newsletters and abandoned-cart offers. Always billed — including inside an open service window. The most expensive category everywhere.

Utility

Order confirmations, delivery updates, billing reminders — anything tied to a transaction. Since October 1, 2026, billed whether or not the 24-hour window is open.

Authentication

One-time passcodes for logins, password resets and sensitive actions. Always billed, even inside an open window. Some markets add a higher international rate above 750k messages.

Service

Your own free-form replies to a customer inside the 24-hour window. Since October 1, 2026, billed at the utility rate once a business phone number has used its 1,000 free service messages for the month.

A customer writes to you

The 24-hour window opens. If they came from a click-to-WhatsApp ad or a Facebook Page button and you reply within 24 hours, everything you send for the next 72 hours is free.

The window is open

Reply with free-form service messages: the first 1,000 each month per business phone number are free, then they cost the utility rate. Templates are billed at their category rate.

The window closes

You can only restart the conversation with an approved template, billed at its category rate — marketing being the most expensive.

Answer ad leads fast

Leads from click-to-WhatsApp ads unlock 72 free hours — if you reply within 24. An agent that answers in seconds never misses that window, and keeps conversations alive so you don't pay a marketing template to restart them.