The four types Meta uses to classify and price WhatsApp conversations: marketing, utility, authentication and service.
Meta classifies WhatsApp messages into four categories, which determine pricing:
- Marketing — promotions, offers, newsletters (highest cost).
- Utility — order, delivery and payment updates tied to a transaction.
- Authentication — one-time passwords and verification codes.
- Service — replies within the 24-hour window (free).
Put it into practice with Hyyper
WhatsApp broadcasts, chatbots and a shared inbox on Meta's official platform.
Start a Free Trial
Start a Free Trial
See Pricing
See Pricing
Related terms
- Green Tick (Official Business Account)
- Business Solution Provider (BSP)
- Shared Team Inbox
- Opt-in
- Click-to-WhatsApp Ads (CTWA)
- Quality Rating