> For the complete documentation index, see [llms.txt](https://help.1msg.io/platform-1msg/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.1msg.io/platform-1msg/getting-start/pricing-and-billing/messaging-costs.md).

# Messaging costs

### 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%**.

***

### 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.

***

## Types of template messages

<table><thead><tr><th width="219.18182373046875">Category</th><th>Purpose</th></tr></thead><tbody><tr><td>Marketing</td><td>Promotions, discounts, campaigns</td></tr><tr><td>Utility</td><td>Order updates, receipts, notifications</td></tr><tr><td>Authentication</td><td>OTP, login codes, 2FA</td></tr></tbody></table>

#### Pricing

{% file src="/files/weI7ogyo51t00tM9g07X" %}

<details>

<summary><strong>The pricing tables were take effect on July 1, 2026.</strong></summary>

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.

</details>

#### 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.

***

## 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)   |

***

## 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%).