How conversation pricing works
Per-conversation billing, categories and country rates.
WhatsApp bills per conversation (a 24-hour session with one customer), not per message. The price depends on the template category and the customer’s country. Sessions the customer starts are the cheapest, often free.
Send fifty messages inside one session and it is still one conversation. That is the whole model; the details below just set the price of each session.
What sets the price
- Category: Marketing, Utility and Authentication conversations each have their own rate; marketing is the highest. Categories are explained in Understand the 24-hour conversation window.
- Country: rates are set per customer country. The full rate card is in your Wallet.
- Service conversations: sessions the customer starts, answered with free-form replies, are the cheapest kind, and in many markets free.
Reading the maths
- A campaign to 1,000 opted-in contacts opens up to 1,000 marketing conversations: that is the send cost.
- Replies within a customer’s 24-hour session do not open a new conversation.
- Wallet deductions appear per conversation in the usage history, tagged by category.
Common questions
Does replying to a customer cost anything?
Replying inside a customer-started session is a service conversation: the cheapest kind, free in many markets. Check the rate card for yours.
Why did one campaign cost more per person than another?
Different customer countries, or a different template category. The usage history tags every deduction so you can compare.
Still stuck?
Raise a ticket or chat on WhatsApp. We typically reply within 24 hours.