To calculate the costs for sending and receiving messages via the WhatsApp Business API, WhatsApp introduced its 'Conversation-based pricing'. In this article, we’ll take you past everything you need to know about this pricing model.
The 1000 conversations limit
WhatsApp will not charge for the first 1000 conversations that are (user- or business) initiated. This counter resets itself every month. This means that at the start of every month the first 1000 conversations are free!
The 1001st conversation will be charged according to the pricing of WhatsApp. These 1000 conversations are linked to your Facebook agency (ID), not to an individual phone number.
Business-initiated vs user-initiated
WhatsApp will classify (and charge) conversations based on the initiator of the conversation.
- User-initiated: A conversation that is started by a customer reaching out to you.
- Business-initiated: A conversation you (the business) initiated, by sending a message to your customer, also known as a WhatsApp Template.
The 24-hour limit still applies to all WhatsApp conversations, user- or business initiated. This means you will have a timeframe of 24 hours to respond to the last message of your customer. In case these 24 hours have passed, you can reopen the conversation by sending a WhatsApp template to your customer.
How are you charged?
Whenever the 1001st conversation of the month is initiated, WhatsApp will charge you based on two factors: the initiator (user- or business-initiated) and the country code of the customer’s number. For the exact rates, see the Rate Cards in this Meta for Developers article.