Not every WhatsApp message carries a Meta charge. Knowing which ones are free can cut a support-heavy account’s bill substantially.
Free: service messages in an open customer service window #
When a customer messages you, a 24-hour customer service window opens. Inside it, your ordinary replies (text, image, document and so on, sent without a template) are free. Meta has made these service messages free for all businesses since 1 November 2024.
Free: utility templates inside that window #
A utility template sent while the customer service window is open is also free. The same template sent when no window is open is charged.
Free: the free entry point window #
If a customer reaches you by tapping a Click to WhatsApp ad or a WhatsApp button on your Facebook Page, a 72-hour free entry point window opens, and all messages in it are free, template messages included. This window runs independently of the 24-hour service window, so one can be open while the other has closed.
Always charged #
- Marketing templates
- Authentication templates (OTPs)
- Utility templates sent when no service window is open
How to use this #
- Handle support conversations inside the service window with ordinary replies rather than templates.
- Answer promptly: once the 24 hours lapse, you need a paid template to reopen contact.
- If you run Click to WhatsApp ads, respond within 72 hours while messaging is free.
Source: Meta: WhatsApp Business Platform pricing. Meta changes these rules from time to time, so check the source if something looks different in your account.