---
title: Which WhatsApp messages are free?
description: "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**…"
url: "https://www.smsgatewaycenter.com/blog/kb/which-whatsapp-messages-are-free/"
updated: "2026-10-15"
category: WhatsApp Business API / Pricing
---

# Which WhatsApp messages are free?

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

1. Handle support conversations inside the service window with ordinary replies rather than templates.
2. Answer promptly: once the 24 hours lapse, you need a paid template to reopen contact.
3. If you run Click to WhatsApp ads, respond within 72 hours while messaging is free.

**Source:** [Meta: WhatsApp Business Platform pricing](https://developers.facebook.com/docs/whatsapp/pricing/). Meta changes these rules from time to time, so check the source if something looks different in your account.

### More Related Articles

- [How does WhatsApp per-message pricing work?](https://www.smsgatewaycenter.com/blog/kb/how-does-whatsapp-per-message-pricing-work/)

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