Starting July 1, 2025, WhatsApp will charge for each template message delivered. Previously, the fee was charged for conversations.
Charging Features
- A fee is charged immediately after a WhatsApp template message is successfully delivered.
- The cost differs for subscribers in different countries and depends on the template category used: marketing, utility, or authorization.
Message Template Categories
| Template | Category | Objective |
| Marketing | MARKETING | Call to action and send advertisements, special offers, news, or any other template messages to customers that don’t fall under the categories of service or authorization messages. |
| Utility | UTILITY | Send customized notifications or requests to customers. These notifications can be about order status, payments, money transactions, or other financial transactions. |
| Authentication | AUTHENTICATION | Send one-time passwords or access codes to customers. |
Read more about template categories in the Meta documentation.
Which messages are free of charge?
- The company may respond to all incoming customer messages free of charge.
- The company can also send service template messages free of charge within an open chat window with the customer — that is, within 24 hours of the customer’s last message.