Messaging costs
How template message billing works in WhatsApp Business API (WABA).
Quick summary — key points
- A 24-hour customer service window opens when a user sends you a message.
- Inside this window, you can reply with free-form messages.
- Outside the 24-hour window, you can only send template messages.
- Marketing templates are always paid, even within the 24-hour window.
- Utility templates are always paid, even within the 24-hour window
- Authentication templates (OTP, verification codes) are billed separately by Meta.
- We apply the official Meta pricing with only a 5% markup, while most providers charge around 15%.
What is the 24-hour window
When a user sends you any message, WhatsApp opens a 24-hour customer service window.
Example, customer send message at 11:00 AM
"Hello, where is my order?"
Until 11:00 AM the next day, the business can:
- send free-form messages;
- reply without templates;
- communicate freely within the session.
Types of template messages
| Category | Purpose |
|---|---|
| Marketing | Promotions, discounts, campaigns |
| Utility | Order updates, receipts, notifications |
| Authentication | OTP, login codes, 2FA |
Pricing
Cost per message in USD on the WhatsApp Business Platform, effective October 1, 2026 (XLSX)
1. Marketing Templates
Marketing templates are ALWAYS paid. Even if the user messaged you just a minute ago.
2. Utility Templates
Utility Templates are ALWAYS paid. Even if the user messaged you just a minute ago
3. Authentication Templates
- can be sent outside the 24-hour window;
- always billed;
- typically cheaper than marketing templates;
- strictly limited use cases.
Billing rules summary
| Message type | Within 24h window | Outside 24h window |
|---|---|---|
| Free-form message | The first 1,000 incoming messages are free; additional messages are charged. | Not allowed |
| Marketing template | Paid | Paid |
| Utility template | Paid | Paid |
| Authentication template | Paid (Meta rate) | Paid (Meta rate) |
Important rule
Free-form messages:
- are only allowed within the 24-hour window;
- cannot be sent outside the window.
After the window closes, templates are mandatory.
Pricing model in our platform
We use official Meta pricing.
Additionally:
- our platform applies only a 5% markup;
- this is significantly lower than the market average (~15%).