WhatsApp Business Platform starting on June 2023

Meta Platforms Inc. will be adopting a new pricing model for WhatsApp Business Platform customers. Pricing will be based and divided into 4 conversation categories with users and the 24-hour session opening criteria from the first message sent by the company that owns the account will be maintained.

Listed below are the conversation categories that will become available:

Service conversations: these are all conversations initiated by the user, regardless of the topic. Previously, these conversations were called "user-initiated conversations".

Utility conversations: these are conversations that facilitate or relate to a specific request, transaction or update previously authorized for a customer, including post-sales notifications, recurring billing statements, and other matters related to products and services that have been contracted or are in the process of being contracted.

Authentication conversations: these are the conversations that enable companies to authenticate users with one-time passcodes (also known as OTP - One-Time Password) at multiple steps of the login process, e.g. account verification, account recovery, integrity challenges.

Marketing conversations: these are conversations that include promotions or offers, informational updates, or invitations to customers to respond or take actions. Conversations that do not qualify as utility or authentication will be considered a marketing conversation.

In addition to the new conversation categories, Meta has also changed other rules of the WhatsApp Business Platform pricing model:

1,000 free conversations granted per month: starting June 1, Meta will grant 1,000 free service conversations per month for each WABA (WhatsApp Business Account), independent of the number of phone numbers connected to the account. This means that from now on, only the first 1,000 user-initiated conversations will be free each month. Thus, business-initiated conversations will no longer be included in the free tier. We remind you that free conversations refer to WhatsApp Business Platform values and have no relation to Botmaker's business model.

Conversations generated by Click to WhatsApp: conversations are not charged when users message businesses through a call-to-action button on Facebook or Instagram ads that generates a click to WhatsApp. Starting March 1, the free conversation window has been extended from 24 to 72 hours when users send a message to the company using this entry point. When a free entry point conversation is open, no other categories can be opened, even if the business sends a message template within this time window (72 hours).

For more information on the latest pricing model changes made by Meta for the WhatsApp Business Platform, click here.

If you have questions, our team of specialists is at your disposal to provide assistance at You can also contact your account manager directly.