How Meta charges for WhatsApp messaging — historically per 24-hour conversation, now moving to per-message pricing by category.
Conversation-based pricing is how Meta bills for WhatsApp Business messaging. A conversation was a 24-hour window opened by the first message. From 2026 Meta is shifting to per-template-message pricing, where each template message is charged by its category — marketing, utility or authentication.
These Meta charges are separate from, and in addition to, the platform (BSP) subscription fee.
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See Pricing
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Related terms
- Webhook
- Business Solution Provider (BSP)
- Click-to-WhatsApp Ads (CTWA)
- Messaging Limits (Tiers)
- Opt-in
- wa.me Link