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 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 messages are composed of 2 elements:

• Message category: Classifies the message based on its contents. The 4 message categories are: marketing, utility, authentication, and service. Classification is determined by Meta.
• Message type: Classifies the message based on the flexibility of when the message can be sent. The 2 message types are: template and free-form.

The message type you use for WhatsApp depends on when the message can be sent.

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Note

The information is for reference only and may be updated from time to time based on reclassification..

Template messages

You can send template messages anytime, but the templates 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 template messages let you achieve a wide range of goals, from generating awareness to driving sales and retargeting customers.

• "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 template messages let you follow up on user actions or requests. They must be non-promotional and either specific to or requested by the end user, or essential/critical to the end user.

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 (service) messages

Service free-form messages let you follow up with your customers from any message category within the customer service window (CSW). They don't require a pre-approved template. 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 CSW.
• Free-form messages sent outside the 24-hour CSW won't be delivered.

Customer service windows

The CSW opens when an end user engages with you. The window lasts 24 hours and resets each time the end user sends you a message. While this window is open, you can send any WhatsApp message under the pass-through rate.

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 WhatsApp passthrough fee may apply. 
• Meta doesn't charge for utility templates during the CSW, but a WhatsApp pass-through fee may apply. 
• Marketing and authentication templates are charged as usual.

Free entry point windows

The free entry point window (FEPW) opens when an end user messages you through a WhatsApp ad or Facebook Page call-to-action button, and you respond with a WhatsApp message within 24 hours. This window lasts 72 hours.

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 FEPW. 

During FEPW: 

• Meta doesn't charge for template messages within the free entry point window, but a WhatsApp pass-through 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: 

• Committed usage rate: Applies to marketing, utility, and authentication templates, except for:
  • Utility template messages sent within the CSW.
  • All template messages sent within the FEPW.
• Pass-through rate: Applies to free-form messages, utility template messages sent within the customer service window, and all template messages within the free entry point window. This rate is much lower than the committed usage rate—it covers processing fees from our providers.

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WhatsApp pass-through fee rollout

WhatsApp pass-through 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.

Billing quick reference

Use this table to look up which rate applies based on message type and window context.

Billing scenario example

Example: 4 messages, 2 charges