# Understand WhatsApp billing

> WhatsApp charges per conversation initiated by a user or business in 24-hour increments from the moment a first message is sent.

Source: https://help.kustomer.com/en_us/whatsapp-billing-S1fLUj1Zo

Last updated: 2025-09-26T15:14:24.826Z

WhatsApp now charges on a per-message basis for delivered template messages. This article provides details on the different types of WhatsApp message template categories and how messages are priced.

**Who can access this feature?**

**User types**

Clients using the [WhatsApp integration](https://help.kustomer.com/integrate-with-whatsapp-BJrEroic) will incur WhatsApp messaging charges.

  

### In this article

*   [Updates to WhatsApp pricing](#update)
*   [WhatsApp message template categories](#type)
*   [WhatsApp usage costs](#usage-cost)

### Updates to WhatsApp pricing (September 2025)

As of July 1, 2025, Meta updated its WhatsApp pricing structure, shifting from a conversation-based billing model to a message-based billing model. Kustomer will update its WhatsApp pricing to include a 20% markup on Meta's published WhatsApp price list for maintenance and support of this channel through Kustomer, effective November 1, 2025.

The new Kustomer pricing details can be found [here](https://www.kustomer.com/comprehensive-pricing-details/#additional-fees). For more information, see their [pricing](https://developers.facebook.com/docs/whatsapp/pricing) documentation.

### WhatsApp message template categories

Your agents can use **pre-approved message templates** to send business-initiated messages outside of the 24-hour [customer service window (CSW)](https://developers.facebook.com/docs/whatsapp/cloud-api/guides/send-messages#customer-service-windows). Templates fall into one of three categories:

*   **Authentication**  
    Used for _one-time passcodes_ (OTPs) to verify a customer’s identity.  
      
    
*   **Marketing**  
    Any business-initiated template that is _not_ utility or authentication. Examples include promotions, offers, informational updates, or invitations for customers to take an action.  
      
    
*   **Utility**  
    Used to confirm, suspend, change, or update an existing transaction, or to send account, billing, or payment notifications.

For more information on how WhatsApp defines template categories, see [WhatsApp's pricing article](https://developers.facebook.com/docs/whatsapp/pricing).

### What’s billable vs. free?

WhatsApp charges when a template message is delivered outside of the CSW.

The following messages are free:

*   All non-template messages (can only be sent within an open customer service window). 
*   Utility templates delivered within an open customer service window.
*   All messages, including templates, are free for 72 hours if sent within an open free entry point window.

### 

### WhatsApp usage costs

Kustomer will charge for business-initiated conversations based on the then-current published business-initiated rates located at the WhatsApp article on [pricing](https://developers.facebook.com/docs/whatsapp/pricing). Rates vary by template category and the recipient’s country calling code.