WhatsApp Conversation-based pricing
As of June 1, 2023, the price of WhatsApp conversations will change according to the type of template sent, based on new categories. In addition, it is important to know that the first 1,000 user-initiated conversations of the month will be free of charge.
You will still be charged per conversation, which includes all messages delivered within a 24-hour period, but there will now be 4 types of conversations associated with the new template categories, each with an associated cost. See how it works below for more information.
How it works
WhatsApp Business API conversations are now divided into four categories that have different prices:
- Utility conversations: initiated by the company with a utility category message template and relate to transactions, shipping updates, post-purchase notifications, payment notifications, etc.
- Authentication conversations: initiated by the company with an authentication message template, to authenticate users with one-time passwords, including at various steps of the verification process. They must use a pre-defined message that can include security and validity warnings, as well as a one-time password button. They cannot include URLs, multimedia elements or emojis.
- Marketing conversations: These do not refer to previous interactions with the user and may include promotions, offers, welcome or closing messages, recommendations, requests to perform a new transaction and much more.
Service conversations (formerly user-initiated): All conversations initiated by customers fall into the category of service conversations.
The costs per conversation will depend on the category of the template and the country of the user.
When a message template of a certain category is sent, a conversation of that category is opened. That is, if you send a marketing message template, the cost of that conversation will be from the marketing category.
You can send several templates of the same category during the conversation window without generating a new cost. However, if a category conversation window is open and your company sends a different category template, a new cost corresponding to the new category will be generated and a new conversation window will be opened.
Conversations initiated by conversational announcement
Conversations initiated by users through click-to WhatsApp ads or call-to-action buttons on a Facebook page are free of charge.
In this case, businesses have a 72-hour conversation window in which they can submit templates from different categories without any cost or category change being generated.
Standard pricing will apply to ads that click on WhatsApp. The conversation that starts from the ad is free, but not the ad itself.
You can know more about at this link .
Country to Region Mapping for Regional Rates
List of Countries in Region
Rest of Africa
Rest of Asia Pacific
Papua New Guinea
Rest of Central & Eastern Europe
Rest of Latin America
Rest of Middle East
Rest of Western Europe
Rates from June 1, 2023
|United Arab Emirates||0,041||0,024||0,021||0,023|
|Rest of Africa||0,027||0,019||0,017||0,044|
|Rest of Asia Pacific||0,088||0,057||0,051||0,027|
|Rest of Central & Eastern Europe||0,103||0,074||0,067||0,030|
|Rest of Latin America||0,089||0,059||0,053||0,051|
|Rest of Middle East||0,041||0,024||0,021||0,026|
|Rest of Western Europe||0,071||0,050||0,045||0,048|
* Regarding the price por conversation, there will be an additional charge for payment processing with Stripe.
* Markup included.
Our policy requires use of a template message whenever sending a message to a user more than 24 hours since their last message. If you send a free form message outside the customer support window, this message will not get delivered.