Pricing--WhatsApp Business Platform

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

Pricing is based on a per-conversation model rather than charging per individual message sent or received.

Conversations refer to 24-hour message exchanges between you and your customers. They are initiated and billed upon the delivery of messages from your end. The specifics regarding the initiation of a conversation and its classification are detailed below.

1. 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 to 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.

Marketing, utility, and authentication conversations can only be opened with template messages. Service conversations can be opened with any type of message other than a template message.

See Message Types to learn more about the various types of messages you can send to customers.

2. Opening Conversations

Conversations are opened when you send a message to a customer under the following conditions.

Marketing, Utility, and Authentication Conversations

When you send an approved marketing, utility, or authentication template to a customer, Meta will check if an open conversation matching the template's category already exists between you and the customer. If one exists, no new conversation is opened. If one does not exist, a new conversation of that category is opened, lasting 24 hours.

For example:

• Hour 0: You send a targeted promotion (marketing template message) to a customer. No open marketing conversation exists between you and the customer, so a marketing conversation lasting 24 hours is opened.

• Hour 4: The customer completes an order on your site, so you send them an order confirmation (utility template message). No open utility conversation exists between you and the customer, so a utility conversation lasting 24 hours is opened.

• Hour 10: You send a shipment confirmation (utility template message) to the customer. An open utility conversation already exists between you and the customer, so a new utility conversation is not opened.

To learn more about template categories and how to choose an appropriate category when creating templates, see Template Categorization.

For additional examples, see Meta pricing explainer PDF.

3. Authentication-International Rates

Rates vary based on conversation category and country/region rate. You can download the rate card below that corresponds to your WhatsApp Business Account's currency to see our rates by country/region for each conversation category.

Starting June 1, 2024, we are introducing authentication-international rates. See Authentication-International Rates to learn about these rates and if they apply to you.

Updates to Rate Cards

Starting August 1, 2024, Meta is updating rates for marketing and utility conversations on their platform.

• Utility conversion rates — Effective August 1, 2024, Meta is lowering rates to be competitive with alternative channels and encourage businesses to bring more end-to-end post-purchase customer journeys to WhatsApp.

• Marketing conversion rates — Effective October 1, 2024, Meta is updating rates in specific markets as part of more frequent updates to rates to reflect demand and the value marketing messages deliver.

Moving forward, Meta may update rates more frequently, up to quarterly.

Updated rate cards are below. Please note that rate cards above will remain our effective rates; rate cards below highlight updates to rates, which will become effective on dates highlighted in this section.

• Rates in USD

• Rates in INR

• Rates in IDR

• Rates in EUR

• Rates in GBP

• Rates in AUD