Conversations and pricing rules for WhatsApp Business

The 24-hour customer service window opens when the business receives a message from the customer and is based on the customer's most recent message. You can send regular (free-form) messages only if the 24-hour customer service window is open. In order to send a message outside this window, you must use a WhatsApp-approved template. If you try sending a regular message outside the window, an error will appear.

There are two main types of conversations in WhatsApp Business: user-initiated conversations (service conversations) and business-initiated conversations. WhatsApp charges per conversation, and costs vary based on its type:

• These start when a customer messages a business, and the business replies within 24 hours with a regular message (not a template).
• If a business replies with a template message (Marketing or Utility), even within 24 hours, the business will be charged for a conversation opening unless a conversation of the appropriate type (Marketing or Utility) is already open.
• All service conversations are free of charge.

• A business-initiated conversation begins when a business starts the conversation with a client using a WhatsApp template message.
• To send a message outside the 24-hour window, businesses must use an approved WhatsApp template message. This will initiate a new conversation.
• Business-initiated conversations are chargeable according to WhatsApp's pricing rules.
• Business-initiated conversations are categorized based on the type of template used. The price of the conversation depends on its category.

There are three types of templates, but Kommo supports only Marketing and Utility ones:

• Utility templates: Used to complete a request or transaction, such as:

- Order confirmations

- Account alerts

- Subscription updates

• Marketing templates: Used to engage customers and promote products or services, such as:

- Promotional offers

- Event invitations

- Information updates

• Authentication templates (not supported in Kommo): Used to verify users with one-time passcodes.

More about WhatsApp template categories.

• When a business sends a template message, a 24-hour conversation starts based on the template type.
• If another template of the same category is sent within 24 hours, no extra charges apply.
• If a template of a different category is sent, a new chargeable conversation opens.

Example:

1. Hour 0: Business sends a Marketing template → Marketing conversation opens (charged).
2. Hour 4: Business sends a Utility template → Utility conversation opens (charged separately).
3. Hour 10: Business sends another Utility template → No charge (Utility conversation is still open).

WhatsApp applies limits on the number of marketing messages a user can receive to ensure a balanced user experience.

• Each WhatsApp user can receive a limited number of marketing messages within a certain period. The specific number and timeframe aren't shared with businesses and may vary by region or change over time.
• If a business sends a third marketing template message in an open marketing conversation, it may not be delivered unless the user responds. In other words, if a marketing conversation is already open, businesses can send only one additional marketing message unless the client actively replies, which then allows further marketing messages.

A free entry point conversation happens when a customer contacts a business through:

• A Click-to-WhatsApp ad on Facebook or Instagram
• A Call-to-Action button on a Facebook Page

• If a business replies within 24 hours, a free entry point conversation starts.
• The conversation lasts 72 hours, during which businesses can send any message type for free. However, your non-templates messages can only be sent if there is an open customer service window between you and the customer.
• The free conversation overrides all other open conversations and prevents new ones from opening until it expires.

Example:

1. 10 AM: A customer clicks on a WhatsApp ad and sends a message.
2. 10 PM: The business replies with a template message → The free entry point conversation starts.
3. The business can send free template messages for 72 hours.
4. The customer service window closes at 10 AM the next day (after 24 hours). Only template messages can be sent after it closes, but if the customer replies, a new customer service window opens.

More about free entry point conversations.

Charges for WhatsApp Business conversations aren’t billed immediately. Instead, Meta charges your account when your usage costs reach a set payment threshold.

A payment threshold is the amount a business can spend on WhatsApp usage before Meta processes a payment. Once your usage hits this amount, you’ll be charged for it.

Within a single billing period, you might:

• Hit the payment threshold once
• Hit it multiple times
• Or not reach it at all

If your usage reaches the threshold more than once in a month, you’ll be charged each time. But if your total usage stays below the threshold, Meta will charge the remaining balance on your monthly billing date.

You’ll receive an email receipt every time you're charged—whether it's when the threshold is reached or at the end of the billing cycle.

When you first start using WhatsApp Business, Meta automatically sets your payment threshold. As you continue making successful payments, the threshold might increase or decrease depending on your payment history.

Example:

Let’s say a business is just getting started and their payment threshold is set to $20. As they begin sending paid messages (beyond the free tier), the account starts to accumulate costs. Once these reach $20, Meta charges the business. Then the cycle starts again—every time usage hits $20, another charge is made.

Check out this Meta article to learn more about the payment threshold rules for WhatsApp Business accounts.

If you need more help with setup or troubleshooting, feel free to reach out to our support chat or contact us via WhatsApp. You can also hire a Kommo partner to do all the hard work for you.

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