WhatsApp Business API pricing calculator

The WhatsApp Business API uses a conversation-based pricing model.  A conversation includes all messages exchanged between a business and a customer during a 24-hour period.

Why are templates important?

An approved template message must be used to initiate a conversation with a customer.  The template category determines the conversation category and the corresponding fee.  There are four conversation categories:  service conversations (which are user initiated), marketing, utility and authentication conversations (which are business initiated).

Service conversation

All user-initiated conversations are categorised as service conversations, which help customers resolve enquiries.  No template or opt-in required.

Marketing conversation

Business initiated, include promotions or offers, updates, or invitations for customers to reply or complete a transaction.  Any conversation that does not qualify as utility or authentication is a marketing conversation.  Template and opt-in required.

Utility conversation

Business initiated, to facilitate a specific, agreed-upon request or transaction or update to a customer about an ongoing transaction, including post-purchase notifications and recurring billing statements.  Template and opt-in required.

Authentication conversation

Business initiated, enable businesses to authenticate users with one-time passcodes (OTPs) for login or identification such as account verification, account recovery, integrity challenges.  Template and opt-in required.