> 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
Category
Purpose
Marketing
Promotions, discounts, campaigns
Utility
Order updates, receipts, notifications
Authentication
OTP, login codes, 2FA
#### Pricing
{% file src="/files/CJaZhfXTxG3JOyBaNevk" %}
#### 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%).
---
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