Meta conversation pricing is how Meta charges businesses for WhatsApp Business API messages. Since mid-2025, Meta charges per delivered template message, priced by category (marketing, utility, authentication) and by the recipient's country. From 1 Oct 2026, free-form service replies inside the 24-hour customer-service window get 1,000 free per number each month, then the utility rate.
Why it matters
Your WhatsApp bill depends on what you send and to whom:
- Marketing templates cost the most (India roughly ₹0.86 each from 1 Oct 2026)
- Utility and authentication templates cost much less (India roughly ₹0.12)
- Utility templates are charged even inside an open service window (from 1 Oct 2026)
- Chats started from a click-to-WhatsApp ad or Page call-to-action are free for 72 hours
- GCC and European rates are several times higher than India's
Always check Meta's current rate card, because rates change.
Example
A D2C brand sends 5,000 shipping updates (utility) and 2,000 festive offers (marketing). The offers make up most of the Meta bill, so the brand segments its promo list tightly and makes sure its updates stay purely informational.
Related terms
Template message · Session message · WhatsApp Business API
Read the full breakdown: WhatsApp API pricing in India.
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