The model in one table
| Message | When it is sent | Charged by Meta? |
|---|---|---|
| Marketing template | Any time, with opt-in | Yes, per delivered message |
| Utility template | Updates such as booking or order status | Yes (also inside the 24-hour window since 1 Oct 2026) |
| Authentication template | One-time codes | Yes |
| Service (free-form) message | Only inside the 24-hour window | Yes since 1 Oct 2026 (previously free since Nov 2024) |
| Any message in a free entry point window | Up to 72 hours after a Click-to-WhatsApp ad or Page button conversation | No |
Rates depend on the template category and the recipient's country calling code, and Meta may change rates at the start of a quarter. Always check Meta's published rate card rather than a copied table.
Key dates
- 1 July 2025 — conversation-based pricing replaced by per-message pricing.
- 1 April 2026 — rate updates including a higher marketing rate for Saudi Arabia; SAR (and seven other currencies) added as billing currencies.
- 1 October 2026 — service messages and utility messages inside the customer service window become chargeable.
How to estimate your monthly cost
- Count marketing messages: campaigns × opted-in recipients.
- Count utility messages: confirmations, reminders, status updates.
- Count service replies: your team's and AI agent's replies to customer messages.
- Multiply each by the current rate for your customers' countries.
- Add your software subscription.
Ways to keep costs sensible
- Send marketing only to people who opted in and are likely to care — irrelevant broadcasts cost money and trust.
- Use Click-to-WhatsApp ads where they fit: replies in the free entry point window are not charged.
- Don't send three messages where one clear message works; this matters more now that service messages are billed.
Not sure whether you need the Platform at all? Start with WhatsApp Business app vs API. For BOOTS Automation plans, see pricing.