How is a conversation charged when a template is sent?
Meta determines WhatsApp conversation charges based on the category of the template and whether a conversation of that type is already active. Charges apply per 24-hour conversation window, per category, per customer.
đź“Š Billing Rules for Template-Initiated Conversations
When you send a Marketing, Utility, or Authentication template:
- âś… Meta checks for an active conversation of the same category
- đź•’ If already open: No new charge is applied
- 🆕 If none exists: A new 24-hour conversation window starts, and you are billed
⚠️ Each template category is tracked separately—sending a new type may trigger a new charge.
🧾 Template Example Timeline
Hour | Action | What Happens | Billed? |
0 | Send Marketing template | New Marketing conversation opens | âś… Yes |
4 | Send another Marketing template | Falls under existing 24h window | ❌ No |
6 | Send Utility template | New Utility conversation starts | âś… Yes |
24 | Marketing window expires | – | – |
25 | Send new Marketing template | New Marketing window opens | âś… Yes |
đź’¬ Service Conversations and Template Interactions
If a customer initiates a message, they open a Service Conversation window:
- âś… Free-form messages can be sent for 24 hours from their message
- 🆓 These are not billed, regardless of template category
🧠Meta won’t open a new Service conversation if any category window is already active (to prevent multiple overlapping charges).
🧾 Mixed Example Timeline
Hour | Action | What Happens | Billed? |
0 | Send Marketing template | New Marketing conversation starts | âś… Yes |
4 | Customer replies with a support query | Service window opens (24h) | ❌ No |
5 | Send a free-form support message | Uses open window (Marketing + Service) | ❌ No |
24 | Marketing window ends | – | – |
25 | Send another free-form message | No open window → Service conversation starts | ✅ Yes |
26 | Send more replies | Still within Service window | ❌ No |
⚠️ Key Takeaways
- Charges depend on whether a conversation of the same category is already open
- A new template in a different category always opens a new conversation
- Customer-initiated sessions allow free messaging for 24 hours
- Service conversations will only be charged if no other window is active
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