WhatsApp conversation-based pricing
This document explains how conversation-based pricing works on the WhatsApp Business Platform.
Conversations
WhatsApp Business charges per conversation, not per individual message. Conversations are 24-hour message threads between you and your customers. They are opened when messages you send to customers are delivered. The criteria that determine when a conversation is opened and how it is categorized are explained below.
Conversation Categories
Conversations are categorized with one of the following categories:
- Marketing — Marketing conversations include promotions or offers, informational updates, or invitations for customers to respond or take action.
- Utility — Utility conversations facilitate a specific, agreed-upon request or transaction, or update a customer about an ongoing transaction. These may include transaction confirmations, transaction updates, and/or post-purchase notifications.
- Authentication — Authentication conversations enable 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 — Service conversations help you resolve customer inquiries.
Marketing, utility, and authentication conversations can only be opened with template messages. Service messages can only be opened with free-form messages.
Opening Conversations
Conversations are opened when you send a template message or free-form message under the following conditions.
Marketing, Utility, and Authentication Conversations
Marketing, utility, and authentication conversations are opened when you send an approved marketing, utility, or authentication template message to a customer and no open conversation with that category exists between you and that customer.
For example, if an open authentication conversation exists between you and a customer and you send them another authentication template message within 24 hours, a new conversation is not opened. If you send them a marketing message, however, a new marketing conversation is opened, resulting in two open conversations.
Service Conversations
Service conversations are opened when you are within a customer service window, you send a free-form message to a customer, and no open conversation of any category exists between you and the customer.
For example, if an open conversation of any category exists between you and a customer and you send them a free-form message within 24 hours, no new conversation is opened. However, if no open conversation exists and the customer messages you (which starts a customer service window) and you reply within 24 hours with a free-form message, a new service conversation is opened.
Customer Service Windows
When a customer messages you, a 24-hour timer called a customer service window starts. If you are within the window, you can send free-form messages or template messages. If you are outside the window, you can only send template messages.
Conversation Duration
Marketing, utility, authentication, and service conversations last 24 hours unless closed by a newly opened free-entry point conversation.
Free-entry point conversations last 72 hours.
Multiple Conversations
It is possible to have multiple open conversations between you and a customer. This can happen in the following situations:
An open marketing, utility, or authentication conversation exists between you and a customer and you send them a template message of a different category within 24 hours.
An open service conversation exists between you and a customer and you send them a template message within 24 hours.
See the Conversation Examples below.
Conversation Examples
Only one conversation opened with a customer:
No open conversation exists between you and a customer and you send multiple utility template messages to the customer within 24 hours.
An open conversation of any category exists between you and a customer and you send multiple free-form messages to the customer within 24 hours.
Multiple conversations opened with a customer:
An open marketing conversation exists between you and a customer and you send them a utility template message within 24 hours. This results in a marketing conversation and a utility conversation.
An open service conversation exists between you and a customer and you send them a utility template message within 24 hours. This results in a service conversation and a utility conversation.
Rates
Rates vary based on conversation category and country/region rate. These rates apply for any conversation opened on or after June 1, 2023 at 12:00 AM, based on WhatsApp Business Account time zone.
| Market | Currency | Marketing | Utility | Authentication | Service |
|---|---|---|---|---|---|
| Argentina | EUR | 0.0512 | 0.0338 | 0.0304 | 0.0261 |
| Brazil | EUR | 0.0518 | 0.0290 | 0.0261 | 0.0248 |
| Chile | EUR | 0.0736 | 0.0485 | 0.0437 | 0.0376 |
| Colombia | EUR | 0.0104 | 0.0071 | 0.0063 | 0.0050 |
| Egypt | EUR | 0.0889 | 0.0569 | 0.0512 | 0.0533 |
| France | EUR | 0.1186 | 0.0636 | 0.0572 | 0.0712 |
| Germany | EUR | 0.1131 | 0.0707 | 0.0636 | 0.0679 |
| India | EUR | 0.0083 | 0.0035 | rate not finalized | rate not finalized |
| Indonesia | EUR | 0.0341 | 0.0166 | 0.0249 | 0.0157 |
| Israel | EUR | 0.0292 | 0.0155 | 0.0140 | 0.0149 |
| Italy | EUR | 0.0572 | 0.0347 | 0.0313 | 0.0319 |
| Malaysia | EUR | 0.0712 | 0.0166 | 0.0149 | 0.0182 |
| Mexico | EUR | 0.0361 | 0.0220 | 0.0198 | 0.0087 |
| Netherlands | EUR | 0.1323 | 0.0663 | 0.0596 | 0.0738 |
| Nigeria | EUR | 0.0428 | 0.0265 | 0.0238 | 0.0257 |
| Pakistan | EUR | 0.0392 | 0.0210 | 0.0189 | 0.0118 |
| Peru | EUR | 0.0582 | 0.0347 | 0.0312 | 0.0149 |
| Russia | EUR | 0.0664 | 0.0395 | 0.0355 | 0.0329 |
| Saudi Arabia | EUR | 0.0336 | 0.0209 | 0.0187 | 0.0161 |
| South Africa | EUR | 0.0314 | 0.0166 | 0.0149 | 0.0139 |
| Spain | EUR | 0.0509 | 0.0315 | 0.0283 | 0.0305 |
| Turkey | EUR | 0.0090 | 0.0077 | 0.0069 | 0.0025 |
| United Arab Emirates | EUR | 0.0282 | 0.0164 | 0.0147 | 0.0157 |
| United Kingdom | EUR | 0.0584 | 0.0330 | 0.0297 | 0.0321 |
| North America | EUR | 0.0207 | 0.0124 | 0.0112 | 0.0073 |
| Rest of Africa | EUR | 0.0186 | 0.0133 | 0.0119 | 0.0300 |
| Rest of Asia Pacific | EUR | 0.0606 | 0.0391 | 0.0352 | 0.0185 |
| Rest of Central & Eastern Europe | EUR | 0.0712 | 0.0512 | 0.0461 | 0.0207 |
| Rest of Latin America | EUR | 0.0612 | 0.0409 | 0.0368 | 0.0351 |
| Rest of Middle East | EUR | 0.0282 | 0.0164 | 0.0147 | 0.0181 |
| Rest of Western Europe | EUR | 0.0490 | 0.0348 | 0.0313 | 0.0329 |
| Other | EUR | 0.0500 | 0.0280 | 0.0252 | 0.0120 |
* Cost per conversation in EUR effective June 1 2023