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 may be free within the window and paid outside it.

• 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%.

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What is the 24-hour window

When a user sends you any message, WhatsApp opens a 24-hour customer service window.

Example, сustomer 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.

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Types of template messages

Category	Purpose
Marketing	Promotions, discounts, campaigns
Utility	Order updates, receipts, notifications
Authentication	OTP, login codes, 2FA

Pricing

11KB

Cost per message in USD on the WhatsApp Business Platform, effective July 1, 2026.xlsx

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The pricing tables were take effect on July 1, 2026.

Starting at 00:00 on July 1, 2026, according to the WhatsApp Business account time zone, the updated rates below will come into effect. These rates reflect the following changes:

• Italy, Spain, and the United Kingdom — an increase in the rate for marketing messages.

• Poland — a decrease in the rate for marketing messages and messages in the "Utility" and "Authentication" categories.

• Hong Kong, Hungary, Qatar*, Romania*, and Singapore*** — an increase in the rates for messages in the "Utility" and "Authentication" categories.

* Currently, messages sent to users in these countries are charged according to the corresponding regional "Rest of the World" rate. Starting July 1, 2026, these markets will be removed from the "Rest of the World" region and will have separate pricing tables.

1. Marketing Templates

Marketing templates are ALWAYS paid. Even if the user messaged you just a minute ago.

2. Utility Templates

Billing logic:

Situation	Cost
Within 24 hours	Usually free
Outside 24 hours	Paid

Example (within window)

User messaged 2 hours ago: Utility message free within window.

Example (outside window)

After 24+ hours: Utility template is paid message.

3. Authentication Templates

• can be sent outside the 24-hour window;

• always billed;

• typically cheaper than marketing templates;

• strictly limited use cases.

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Billing rules summary

Message type	Within 24h window	Outside 24h window
Free-form message	Free	Not allowed
Marketing template	Paid	Paid
Utility template	Usually free	Paid
Authentication template	Paid (Meta rate)	Paid (Meta rate)

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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.

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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%).