How Conversation-Based Pricing Works

User-Initiated

A conversation that initiates in response to a user message.

Business-Initiated

A conversation that initiates from a business sending a user a message outside the 24-hour customer service window.

24 hour customer service window

Conversation-Based Pricing

Businesses using the WhatsApp Business Platform are charged per conversation, which includes all messages delivered in a 24-hour session.

How It Works

WhatsApp Business Platform conversations fall into two categories that are priced differently:

• User-initiated: A conversation that initiates in response to a user message. Whenever a business replies to a user within the 24 hour customer service window, that message will be associated with a user-initiated conversation. Businesses can send free-form messages within this 24 hour customer service window.
• Business-initiated: A conversation that initiates from a business sending a user a message outside the 24 hour customer service window. Messages that initiate a business-initiated conversation will require a message template.

All conversations are measured in fixed 24-hour sessions. A conversation starts when the first business message in a conversation is delivered, either initiated by the business or in reply to a user message. Businesses and users can exchange any number of messages, including template messages, within a 24 hour conversation session without incurring additional charges. Each 24 hour conversation session results in a single charge.