Who This Is For / When to Use
Businesses using WhatsApp via Kyrios
Teams planning WhatsApp messaging costs
Support teams answering pricing or conversation window questions
Anyone configuring WhatsApp automation, templates, or replies
WhatsApp Per-Message Pricing (Effective July 1, 2025)
WhatsApp charges businesses per template message sent, not per conversation window.
Each template message sent incurs a charge based on its category.
Charges are applied independently per category.
Free-form messages are not charged when sent within an active customer service window.
How Per-Message Pricing Works
A business sends a template message.
WhatsApp applies a charge based on the template’s category.
Sending multiple categories results in multiple charges.
Example:
1 marketing template message → 1 marketing charge
1 utility template message → 1 utility charge
Message Categories Overview
WhatsApp messages are divided into four categories. Each category has strict rules for initiation and pricing.
Marketing Messages
Description:
Promotional or outreach messages sent to users.
Examples:
Discounts and promotions
Product launches
Re-engagement campaigns
Pricing:
Charged per message
Always charged, regardless of customer service window
Initiation Rules:
Can only be sent using approved template messages
Utility Messages
Description:
Transactional messages related to a specific customer action.
Examples:
Order confirmations
Delivery updates
Appointment reminders
Pricing:
Charged per message outside the customer service window
Free when sent during an active customer service window
Initiation Rules:
Can only be sent using approved template messages
Authentication Messages
Description:
Messages used to verify or secure user access.
Examples:
One-time passcodes
Account recovery codes
Pricing:
Charged per message outside the customer service window
Free when sent during an active customer service window
Initiation Rules:
Can only be sent using approved template messages
Service Conversations (Effective November 1, 2024)
Service conversations allow businesses to reply to customers at no charge using free-form messages.
What Is the Customer Service Window
A 24-hour timer that starts when a user sends a message
The timer resets with each new user message
Applies only to service conversations
What You Can Send During the Window
Free-form messages → No charge
Utility template messages → No charge
Definition:
Free-form messages are any messages that are not template messages.
Service Conversation Rules
Service conversations are initiated by user messages
Businesses cannot start service conversations proactively
Free-form messages cannot be sent outside the customer service window
Example: Free-Form vs Utility Templates
Responding conversationally with free-form messages → No charge
Sending a utility template during the open service window → No charge
NOTE: This image is illustrative only and not required to understand the rule.
Free Entry Point Conversations (Effective June 1, 2023)
Free entry point conversations provide a 72-hour free messaging window.
How a Free Entry Point Is Triggered
A user messages your business via:
Click-to-WhatsApp ad, or
Facebook Page action button
You respond within 24 hours
What Happens Next
A 72-hour free entry point window opens
All message categories are free during this window
No template message charges apply
What This Means
Businesses can send:
Free-form messages
Marketing templates
Utility templates
Authentication templates
All without charges during the 72-hour window
Important Rules Summary
Marketing, utility, and authentication messages must use templates
Service conversations only use free-form messages
Multiple conversation types can be active simultaneously
A customer message during a marketing conversation also opens a service window
FAQ
What are the WhatsApp message categories?
Marketing, utility, authentication, and service messages. Each category has its own pricing and initiation rules.
How are conversations opened?
Template messages open marketing, utility, or authentication conversations
User messages open service conversations
Can multiple conversations be open with the same customer?
Yes. Different message categories can be active at the same time for the same customer.
What is the customer service window?
A 24-hour window that starts when a customer messages you and allows free-form replies at no charge.
What is a free entry point conversation?
A conversation triggered when a user contacts you via an ad or Facebook CTA and you respond within 24 hours, opening a 72-hour free messaging window.
What happens if I respond after 24 hours with a free-form message?
The message fails. Only template messages can be sent after the customer service window closes.
What happens if a customer messages me while a marketing conversation is open?
The marketing conversation stays open, and the customer message opens a service window. You can reply with free-form messages at no charge.