Understanding Conversation-Based Pricing

Meta's pricing model for the WhatsApp Business Platform is based on conversations, not individual messages. A conversation is a 24-hour window of messaging between you and a customer. Understanding this model is key to managing your costs effectively.

The Two Types of Conversations

There are two categories of conversations, each with a different rate:

1. User-Initiated Conversations (UIC):

   • Starts when: A user sends you the first message.
   • Window: A 24-hour customer service window opens.
   • What you can do: You can reply with any type of message (free-form text, media, templates) within this window. Each reply does not start a new conversation.
   • Cost: You are charged a single fee for this entire 24-hour session. UICs are generally less expensive than Business-Initiated Conversations.

2. Business-Initiated Conversations (BIC):

   • Starts when: You send the first message to a user after the previous 24-hour window has closed (or if there was no previous window).
   • What you must use: This first message must be a pre-approved Message Template.
   • Window: A new 24-hour conversation window opens once the message is delivered.
   • Cost: You are charged a single, higher fee for this 24-hour session.

[SCREENSHOT: A timeline diagram showing a UIC starting with a customer message, and a BIC starting with a business template message, both opening a 24-hour window.]

Free Entry Points

Meta offers Free Entry Points to encourage businesses to drive traffic to WhatsApp. When a user messages you through one of these points, the resulting 24-hour conversation is completely free.

The primary free entry points are:

• Click-to-WhatsApp Ads: Ads on Facebook or Instagram that have a "Send Message" button directing users to WhatsApp.
• Facebook Page CTAs: A "Send Message" button on your business's Facebook page.

How Rates are Determined

Conversation rates are not fixed. They vary based on:

• The Customer's Country Code: The rate is determined by the country code of the user's phone number, not your business's location.
• The Conversation Category: User-Initiated vs. Business-Initiated.

You can find the official rate cards on the Meta for Developers documentation.

FAQs

Q: If I send 5 messages to a customer within 24 hours, am I charged 5 times? A: No. If the customer messaged you first (User-Initiated), you are charged only once for the entire 24-hour session, no matter how many messages you exchange. If you started it with a template (Business-Initiated), you are also only charged once for that session.

Q: What happens if I send a template, and then the user replies? A: You are charged for one Business-Initiated Conversation. The user's reply falls within that same 24-hour window, so there are no additional charges for the rest of the conversation.

Q: Do I get charged if the message is not delivered? A: No. A conversation, and its associated charge, only begins when a message is successfully delivered to the customer.