Executive Summary

WhatsApp Business Platform charges on a per-message basis for template messages only. Understanding this pricing structure helps eCommerce merchants optimize their messaging costs while maintaining effective customer communication.

Key Pricing Principles

Only template messages are charged - regular text, image, and document messages are free
Charges apply only when delivered - failed messages don't incur costs
Price varies by template category - Marketing, Utility, or Authentication
Free messaging windows exist - Utility templates are free during customer service windows
All messages are free for 72 hours - when sent within a free entry point window

Understanding Message Types

Template Messages vs. Non-Template Messages

Understanding the difference between these message types is crucial for cost management:

Template Messages	Non-Template Messages
Characteristics: Pre-approved by WhatsApp Can be sent outside customer service windows Used to initiate conversations Charged when delivered	Characteristics: No pre-approval needed Only within customer service windows Used for ongoing conversations Always FREE
eCommerce Examples: Order confirmation Shipping updates Cart abandonment reminders Promotional offers OTP verification codes	eCommerce Examples: Product inquiry responses Customer support chat Product images shared Return/refund discussions Size/color availability

Template Message Categories

Template messages are categorized into three types, each with different pricing:

1. Marketing Templates

Purpose: Promotional content, offers, announcements

Flash sales and seasonal promotions
New product launches
Loyalty program offers
Cart abandonment campaigns

Pricing: Always charged when delivered

2. Utility Templates

Purpose: Transaction updates, account notifications, service alerts

Order confirmations
Shipping and delivery updates
Payment receipts
Return/refund status
Account updates (password reset, profile changes)

Pricing: FREE within customer service window, charged outside the window

3. Authentication Templates

Purpose: One-time passwords (OTP), verification codes

Login verification codes
Payment authentication
Account security alerts with codes

Pricing: Lowest rates available, volume-based discounts possible

Understanding Messaging Windows

Customer Service Window (24 Hours)

When a customer messages your business, a 24-hour customer service window opens. During this window:

All non-template messages are FREE
Utility template messages are FREE
Marketing and authentication templates are still charged
Window resets with each new customer message

Example Scenario:

10:00 AM - Customer asks 'Is this product available in blue?' → Customer service window opens

10:05 AM - You reply with text message 'Yes, available in blue size M and L' → FREE (non-template within CSW)

10:10 AM - Customer purchases. You send utility template 'Order confirmed' → FREE (utility within CSW)

11:00 AM (Next day, 25 hours later) - CSW closed. You send shipping update utility template → CHARGED

Free Entry Point Window (72 Hours)

When customers enter via free entry points (Click-to-WhatsApp ads, Facebook/Instagram page buttons), a 72-hour window opens where:

ALL messages are FREE (including template messages)
Marketing, utility, and authentication templates are all free
Maximum cost optimization opportunity

Practical eCommerce Examples

Example 1: Complete Purchase Journey

Time	Action	Message Type	Cost
Hour 0	Send cart abandonment marketing template	Marketing template	CHARGED
Hour 2	Customer asks about shipping	Customer-initiated (CSW opens)	FREE
Hour 3	Reply with text message about shipping rates	Non-template within CSW	FREE
Hour 4	Customer completes purchase. Send order confirmation utility template	Utility template within CSW	FREE
Hour 26	CSW closed. No recent customer messages.	N/A	N/A
Hour 30	Send shipping dispatch utility template	Utility template outside CSW	CHARGED

Common Questions & Scenarios

Q: Will I be charged for customer support conversations?

Answer: No, as long as you're responding within a customer service window. When a customer messages you, you have 24 hours to send unlimited free non-template messages (texts, images, documents). Even utility templates are free within this window.

Q: How are promotional messages charged?

Answer: Marketing template messages are always charged when delivered, regardless of timing or windows. This includes flash sales, offers, new product announcements, and cart abandonment campaigns. The only exception is within a 72-hour free entry point window.

Q: What if a template message fails to deliver?

Answer: You are only charged for delivered messages. Failed messages do not incur any costs. WhatsApp charges are based on successful delivery only.

Q: Can I send order confirmations for free?

Answer: Yes, if sent within an active customer service window. When a customer completes a purchase after messaging you, the order confirmation utility template sent within that 24-hour window is free. If you're sending order confirmation hours later with no recent customer message, it will be charged.

Q: How does pricing vary by country?

Answer: Pricing rates vary based on the recipient's WhatsApp phone number country calling code. Different countries have different rate cards. Visit the official WhatsApp Business Platform documentation for country-specific pricing.

Important Notes for Merchants

Template Responsibility: Merchants are responsible for reviewing template categories. When you use a template, you accept the charges for that category at time of use.
Timing is Critical: The difference between a free and charged message often depends on timing. Track your customer service windows carefully.
Message Type Matters: Template messages can initiate conversations but cost money. Non-template messages are free but only work during active conversations.
Volume Discounts: Authentication and utility templates may qualify for volume-based rate reductions as your messaging volume increases.
Free Entry Points are Powerful: The 72-hour free window from Click-to-WhatsApp ads provides the maximum cost savings opportunity.

Quick Reference Summary

Message Type	Scenario	Cost
Non-template (text, image, etc.)	Within customer service window	FREE
Marketing template	Any time (except 72hr free entry)	CHARGED
Utility template	Within customer service window	FREE
Utility template	Outside customer service window	CHARGED
Authentication template	Any time (except 72hr free entry)	CHARGED (lowest rate)
ANY message type	Within 72hr free entry point window	FREE