Understand when WhatsApp messages are free, when Meta charges for them, and how messaging windows and template types affect your costs.

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How WhatsApp message pricing works

WhatsApp Business messaging isn’t priced the same way for every message. The amount you pay can depend on:

• Who initiated the conversation
• How recently the customer interacted with you
• The type of message you’re sending
• The customer’s WhatsApp phone number country
• Whether a free messaging window is available

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Messages are charged based on delivered messages. Messages that fail to deliver aren’t charged.

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The 24-hour customer service window

When a customer sends you a WhatsApp message, a 24-hour customer service window opens. During this period, you can respond using regular WhatsApp messages such as:

• Text
• Images
• Videos
• Buttons
• Other supported service messages

You don’t need to use a pre-approved template for these replies. Every time the customer sends another message, the 24-hour period starts again.

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Example

A customer messages your business at 10:00 AM. You can reply normally until 10:00 AM the next day. If the customer sends another message at 6:00 PM, the window now remains open until 6:00 PM the following day. Once there has been no customer message for 24 hours, the service window closes. After that, you generally need to use an approved WhatsApp template to start the conversation again.

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WhatsApp Click-to-Chat and the 72-hour window

Customers can also reach your business through Click-to-WhatsApp ads or certain Facebook and Instagram entry points. When you reply to an eligible customer who came through these sources, a 72-hour free messaging period can apply. There are a few important conditions:

• The 72-hour period starts when your business replies.
• The customer must have entered through an eligible WhatsApp mobile experience.
• The 72-hour period works alongside the normal 24-hour customer service window.
• The 72-hour window does not replace the 24-hour customer service window for sending normal free-form replies.

During the eligible 72-hour ad window, supported template messages can be sent without a Meta message charge.

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WhatsApp Message Templates

When you need to message a customer outside the normal customer service window, WhatsApp requires an approved message template. Templates are generally divided into three categories.

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Utility

Used for messages related to an existing customer action or transaction. Examples:

• Order confirmation
• Shipping updates
• Appointment information
• Account-related notifications

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Authentication

Used for identity verification and one-time passwords. Examples:

• Login OTP
• Account verification
• Phone number verification

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Marketing

Used when the purpose is to promote, re-engage, or encourage a customer to take a commercial action. Examples:

• Product offers
• Discounts
• New product announcements
• Promotional campaigns
• Win-back messages

The template category affects the applicable Meta pricing. Marketing messages generally have a higher rate than Utility messages.

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Choose your template category carefully

The category you select when creating a template doesn’t guarantee that Meta will keep that category. If the content of a template doesn’t match its selected category, Meta can recategorize it. For example, adding promotional language to a message intended as a Utility notification can cause it to be treated as Marketing. Tip: Keep transactional messages focused on the transaction. Avoid adding discounts, promotions, or sales language to Utility templates.

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Which WhatsApp messages are free?

The answer depends on the messaging window and message category.

• Meta’s pricing rules change from October 1, 2026, as explained below.

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1,000 Free Service Messages Per Month

Starting October 1, 2026, Meta is introducing a monthly allowance of 1,000 free service messages per business phone number. This allowance:

• Applies separately to each business phone number
• Resets every calendar month
• Does not roll over
• Applies to service messages
• Does not cover Utility templates

Once the 1,000-message allowance has been used, additional service messages are charged according to the applicable Utility rate.

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1,000 messages doesn’t mean 1,000 conversations

The allowance is based on messages, not conversations. For example, if a typical customer support conversation contains five messages from your business, 1,000 messages would cover approximately 200 such conversations. So businesses with high-volume customer support should monitor their monthly message usage rather than looking only at the number of conversations.

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What changes on October 1, 2026?

Meta’s WhatsApp pricing model is changing on October 1, 2026. Two types of messaging that are currently free will begin to be charged:

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1. Service messages

Regular free-form replies within the 24-hour customer service window will move to per-message pricing. However, the first 1,000 service messages per business phone number each month remain free.

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2. Utility templates inside the service window

Utility templates sent while the customer service window is open will also become chargeable. The 1,000 free service-message allowance does not apply to these Utility templates.

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What doesn’t change?

Marketing and Authentication templates remain chargeable according to Meta’s applicable rates. The eligible 72-hour Click-to-WhatsApp/Facebook/Instagram ad window remains free.

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WhatsApp Pricing Example

Here’s a simple customer journey to understand how the charges can work.

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Step 1 - Marketing message

You send a customer a promotional message about a new product. Message type: Marketing template Charge: Marketing rate

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Step 2 - Customer replies

The customer responds to your message. Charge: No charge for the customer’s incoming message. This starts the 24-hour customer service window.

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Step 3 - You respond

Your team replies with text and an image. Message type: Service message Charge: Free under the current rules.

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Step 4 - Order confirmation

The customer purchases the product and you send an order confirmation using a Utility template. Current rules: Free while the service window is open.

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Step 5 - Customer doesn’t respond

After 24 hours without another customer message, the service window closes.

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Step 6 - Shipping update

You send another Utility template after the window has closed. Charge: Applicable Utility rate. This is why understanding the customer service window is important when planning WhatsApp communication costs.

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How to keep WhatsApp costs under control

A few simple practices can help you manage messaging costs:

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Respond while the customer service window is active

When a customer has already contacted your business, make use of the available service window for support and conversation.

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Keep Utility templates transactional

Don’t turn an order update into a promotional message. Keeping the purpose clear helps avoid unnecessary template recategorization.

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Use Marketing templates intentionally

Promotional messages are chargeable, so focus campaigns on customers and audiences where the message has a clear business purpose.

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Monitor message volume

With the introduction of the 1,000 free service-message allowance, businesses should keep track of service-message usage for each WhatsApp business number.

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Remember that pricing is country-specific

WhatsApp pricing varies based on the country associated with the customer’s phone number. Always refer to Meta’s current rate card when calculating campaign costs.

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Frequently Asked Questions