Estimate your messaging costs with our WhatsApp pricing calculator

Utility templates must be non-promotional, clearly related to the client’s order, account, services or transactions (for example order-related updates, payment reminders), they must not contain any promotional or persuasive intent. Utility templates can also contain information that is essential or critical to the user (for example fraud awareness, warranty alerts).

However, client opt-in is required when the business initiates the conversation.

Marketing templates enable businesses to achieve a wide range of goals, from generating awareness to driving sales and retargeting customers. Examples can include new product/service/feature announcements; targeted promotions/offers; or cart abandonment reminders.

However, client opt-in is required when the business initiates conversation. You can only send template messages to those users who have subscribed to receiving messages from you on WhatsApp.

Service messages are free-form messages or non-template messages sent by your team, bots or AI agents. You can only send them during the 24-hour customer service window, which opens whenever a customer messages you.

Each paid service message costs the same as a utility template for the recipient’s country. Your first 1,000 service messages per month, per business phone number, are free. Service messages sent during an active 72-hour free entry point window are also free and don’t use that allowance.

Each business phone number gets 1,000 free service messages per month. Messages sent during an active 72-hour free entry point window are also free and don’t use this allowance of 1,000 free service messages per month.

Meta delivers the first 1,000 service messages each month for each business phone number without a payment method. Starting with the 1,001st message, service messages will no longer reach your customers unless you add a payment method in Meta’s Billing Hub.

When a customer contacts you through a Click-to-WhatsApp ad or your Facebook page WhatsApp button, the free entry point window provides 72 hours of free messaging, including templates. The separate 24-hour rule still applies to service messages, and advertising costs are not included.

It lets you reply to customers with free-form service messages instead of templates. The window opens whenever a customer messages you and lasts 24 hours from their latest message. Once it closes, you need a Meta-approved template to contact them.

As a certified Meta partner, Kommo brings to you the latest and greatest features of WhatsApp through the WhatsApp Business integration. This integration is available on all Kommo plans and is free to install. Read our article on WhatsApp Cloud API to learn more.