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Conversation-Based Pricing

Estimate Your Costs Charged Per Usage

Easily calculate your monthly expenses based on the number of conversations. Charges apply per usage, so you only pay for what you need.

Charged per Conversation

What is a conversation?

A conversation is a thread of messages sent within a 24-hour window between you and your customer. A conversation is opened and charged when an initial message you send to a customer or a customer sends to you is successfully delivered.

Different Rates

How conversation-based pricing works?

  • Charges are applied per 24-hour conversation, with rates varying by conversation category.
  • The WhatsApp Business Platform offers four conversation categories: marketing, utility, authentication, and service.
  • A marketing, utility, or authentication conversation can be started using a template message.
Rate card
What are These

Conversation Categories

Conversations are categorized with one of the following categories

Marketing

Marketing messages are used for promotional content, offers, and updates that aim to engage customers, generate leads, or drive sales.


  • Announcing a new product launch.
  • Sending promotional offers or discounts.
  • Inviting customers to a special event.

    • Utility

    Utility messages are transactional in nature and provide useful information that helps users complete a specific task or transaction.


  • Order confirmation and shipping updates.
  • Appointment reminders or rescheduling notifications.
  • Alerts about payment due dates or billing statements.

    • Authentication

    Authentication messages are used for verifying users, especially in scenarios that require secure logins or transactions.


  • Sending one-time passwords (OTPs) for login verification.
  • Two-factor authentication (2FA) codes.
  • Account recovery messages.

    • Service

    Service messages include customer support and relationship management communications. They focus on ongoing service and customer care interactions.

  • Responding to customer inquiries.
  • Providing support for product issues or complaints.
  • Offering guidance or tips related to a purchased product.