WhatsApp Business API pricing confuses a lot of first-timers because it isn't per-message. Let's break down how you're actually billed.
Conversations, not messages
You're charged per 24-hour conversation window, not per individual message. Within that window, all messages between you and the customer are part of one conversation.
Conversation categories
- Marketing — promotional outreach.
- Utility — transactional updates.
- Authentication — OTPs and verification.
- Service — customer-initiated support (often free within limits).
The free entry points
Conversations that start from click-to-WhatsApp ads or Facebook Page CTAs can be free for a period, and customer-initiated service conversations have a free allowance.
How to control costs
Group messages within the 24-hour window, choose the right category, lean on free service windows, and segment so you only send to people who'll engage.
Get started with Squalto
Squalto gives you everything you need to grow on the WhatsApp Business API — onboarding in minutes, AI-assisted templates, bulk campaigns, a shared team inbox, audience segmentation, and delivery analytics. Connect your number for free and send your first message today.
