How is a conversation charged when a template is sent?

WhatsApp Conversation Billing

Meta determines WhatsApp conversation charges based on the category of the template and whether a conversation of that type is already active. Charges apply per 24-hour conversation window, per category, per customer.

Billing Rules for Template-Initiated Conversations

When you send a Marketing, Utility, or Authentication template:

Meta checks for an active conversation of the same category
If already open: No new charge is applied
If none exists: A new 24-hour conversation window starts, and you are billed

Warning : Each template category is tracked separately—sending a new type may trigger a new charge.

Template Example Timeline

Hour	Action	What Happens	Billed?
0	Send Marketing template	New Marketing conversation opens	✅ Yes
4	Send another Marketing template	Falls under existing 24h window	❌ No
6	Send Utility template	New Utility conversation starts	✅ Yes
24	Marketing window expires	–	–
25	Send new Marketing template	New Marketing window opens	✅ Yes

Service Conversations and Template Interactions

If a customer initiates a message, they open a Service Conversation window:

Free-form messages can be sent for 24 hours from their message
These are not billed, regardless of template category

Info : Meta won’t open a new Service conversation if any category window is already active (to prevent multiple overlapping charges).

Mixed Example Timeline

Hour	Action	What Happens	Billed?
0	Send Marketing template	New Marketing conversation starts	✅ Yes
4	Customer replies with a support query	Service window opens (24h)	❌ No
5	Send a free-form support message	Uses open window (Marketing + Service)	❌ No
24	Marketing window ends	–	–
25	Send another free-form message	No open window → Service conversation starts	✅ Yes
26	Send more replies	Still within Service window	❌ No

Key Takeaways

Charges depend on whether a conversation of the same category is already open
A new template in a different category always opens a new conversation
Customer-initiated sessions allow free messaging for 24 hours
Service conversations will only be charged if no other window is active

Updated on: 21/09/2025