WhatsApp message types and pricing

WhatsApp costs depend on message type, customer interaction patterns, and timing—not just volume. The pricing model rewards strategic message timing and type selection over high-volume sending. This guide helps you navigate Meta's billing rules, choose the right message types, and optimize costs without compromising customer experience.

For more on WhatsApp campaigns, see WhatsApp campaigns and Create WhatsApp messages.

Messaging limits cap how many new conversations you can start each day. See [WhatsApp messaging limits and tiers] for details.

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Important

Template message restrictions for US numbersSince April 1, 2025, template messages are no longer supported for US phone numbers (+1). Use MMS or RCS channels for outbound messages or get your customers to message you first. You can still send free-form messages after customers message your brand first.

WhatsApp message types

WhatsApp has 2 types of messages:

• Template messages: Pre-approved messages that you can send anytime.
• Free-form messages: Messages that don't need templates but can only be sent after a customer messages you.

Template messages

You can send template messages anytime, but they must be pre-approved by Meta.

Template messages have 3 categories:

• Marketing
• Utility
• Authentication

Each category serves a different purpose and affects both allowed content and approval requirements.

You must predefine most content, but you can use parameters to personalize voucher codes, discounts, or links.

For more information, review Meta’s Template Message Guidelines. 

Marketing templates

Marketing templates help you generate awareness, drive sales, and retarget customers. They're the most flexible category.

• "Looking for a getaway this fall? Our newest resort just opened in {{location}} - the perfect place to relax and unwind."
• "As a thank you for your last order, enjoy {{15}}% off your next order. Use code {{loyal15}} at checkout."
• "You left {{items}} in your cart! Don't worry, we saved them. Check out now."

Mixed content: Templates combining utility and marketing content (like order updates with promotional offers) are automatically categorized as marketing.

Utility templates

Utility templates are transactional messages triggered by user actions. They must be non-promotional and either user-specific or essential for safety.

Must meet both criteria:

• Non-promotional (no promotional or persuasive intent).
• Specific to the user or essential for safety.

Examples

• "Thank you! Your order {{order_number}} is confirmed. We'll let you know once your package ships."
• "Reminder: Your monthly payment for {{service}} will be billed on {{date}}."
• "We've detected a system outage affecting zip code {{code}}. Service should restore by {{time_and_date}}."

Authentication templates

Authentication templates are used only for identity verification with one-time passcodes. 

Requirements

• Must use Cloud API authentication templates from the Template Library.
• Require one-time password buttons (copy-code or one-tap).
• No URLs, media, or emojis allowed.
• Limited to 15 characters per parameter.

Examples

• "{{1}} is your verification code."
• "{{1}} is your verification code. For your security, don't share this code."
• "{{1}} is your verification code. This code expires in 15 minutes."

Free-form (non-template) messages

You can send free-form messages only after customer interaction, and they don't require a pre-approved template. Free-form messages include text, list, choice, or media messages.

Limitations

• Free-form messages can't start conversations with customers.
• You can only send free-form messages inside the 24-hour customer service window (CSW).
• Free-form messages sent outside the 24-hour CSW won't be delivered

Customer service windows

The CSW is a 24-hour timer that starts when a customer messages your business. Each new customer message resets the timer.

How 24-hour windows work

• Customer sends a message at 9:00 AM Monday. The 24-hour window opens until 9:00 AM Tuesday.
• Customer sends another message at 3:00 PM Monday. A new 24-hour window opens and is now valid until 3:00 PM Tuesday.

During the window: 

• You can send free-form messages within the CSW. Meta doesn't charge for free-form messages, but a Bloomreach processing fee may apply. 
• Meta doesn't charge for utility templates during the CSW, but a Bloomreach processing fee may apply. 
• Marketing and authentication templates are charged as usual.

Free entry point windows

When customers message you through specific Meta channels, you get a 72-hour free entry point messaging window. This happens when customers:

• Click WhatsApp ads.
• Use Facebook/Instagram call-to-action buttons.
• Find you through WhatsApp business discovery.
• Use other Meta-provided entry points.

How free entry point windows work

• Customer messages you from one of these entry points.
• You respond within 24 hours.
• This opens a 72-hour free entry point window. 

During the window: 

• Meta doesn't charge for template messages within the free entry point window, but a Bloomreach processing fee may apply. 
• You can still only send free-form messages within the regular 24-hour CSW.

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Note

The free entry point window runs separately from the CSW. You can have both active simultaneously, and all standard rules apply.

How WhatsApp pricing works

The cost depends on the message type, timing, and the recipient's country.

WhatsApp has 2 rate types: 

• Template rate: Applies to marketing, utility, and authentication templates. 
• Processing fee rate: Much lower than the template rate, covers processing fees from our providers. 

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Processing fee rollout

Bloomreach's processing fee is being rolled out gradually and may not be enabled for all clients yet. Contact your CSM or AM for details about your account.

When charges apply

• Template messages: Charged with a template fee when delivered, except:
  • Utility templates within CSW: Charged with a processing fee only. 
  • All templates within 72-hour free entry point window: Charged with a processing fee only.
• Free-form messages: Charged with a processing fee within CSWs. 

Billing scenario example

Example: 4 messages, 2 charg