Pricing and Operation of WhatsApp Business Messages #
The WhatsApp Business pricing model is based on a per-message charge, but only when using message templates ("type":"template").
The principle is simple:
👉 You only pay when a message template is delivered.
👉 All non-template messages ("type":"text", "type":"image", etc.) are free, but they can only be sent within an open customer service window.
When a Charge Applies #
A charge occurs only when:
- A message template is delivered
- The template belongs to a billable category
Pricing varies based on:
- Template category (Marketing, Utility, Authentication)
- The international prefix of the recipient’s WhatsApp number
- The reference geographic area
Message Templates and Categories #
Message templates are the only type of message that can be sent outside a customer service window.
They are divided into three categories:
Marketing
Promotional messages, campaigns, offers, commercial communications.
➡ Always billable.
Utility
Informational messages related to a service or order (confirmations, updates, operational notifications).
➡ Billable.
Authentication
Messages containing OTP codes or login verifications.
➡ Billable.
⚠ It is the company’s responsibility to verify the category assigned to its approved templates. Each use implies acceptance of the associated pricing.
Customer Service Window (CSW) #
When a user messages a business on WhatsApp, a Customer Service Window (CSW) automatically opens and remains valid for 24 hours from the last message received.
During this window:
- All non-template messages are free
- Messages sent by the user are never charged
After 24 hours from the last user message:
- The window closes
- It is no longer possible to send non-template messages
Summary #
- You only pay for delivered message templates
- All templates (Marketing, Utility, Authentication) are billable
- Non-template messages are free within the customer service window
- Pricing varies by category and country
Proper management of template categories and customer service windows is essential to control WhatsApp Business costs.
