What is the pricing structure for the WhatsApp Business API

Quick Answer

Meta bills WhatsApp Business API on a per-delivered-message basis across Marketing, Utility, Authentication, and Service categories; 1,000 Service replies are free each month per WABA number, while a 72-hour Click-to-WhatsApp ad window temporarily waives all charges.

Messaging Categories & Per-Delivered-Message Model

Meta charges only when a message is successfully delivered to the recipient. Each category is billed separately:

Marketing Templates: Promotional broadcasts, offers, newsletters, product launches, abandoned cart reminders. Always charged per delivered message.
Utility Templates: Post-transaction updates such as order confirmations, receipts, shipping alerts, appointment reminders. Always charged per delivered message.
Authentication Templates: One-Time Passwords (OTPs) or 2FA codes. Always charged per delivered message.
Service Messages: Free-form or canned agent replies inside an open 24-hour Customer Service Window (CSW). Each WABA number receives 1,000 free Service messages every calendar month; messages from the 1,001st onward are billed at the Service rate.

24-Hour Customer Service vs. 72-Hour CTWA Windows

The two windows control what you can send and what you pay:

Feature	24-Hour Customer Service Window (CSW)	72-Hour Free Entry Point Window (CTWA)
Trigger Event	Customer sends an organic inbound message to your WhatsApp number.	Customer clicks a Click-to-WhatsApp ad on Facebook or Instagram and sends a message.
Start Time	Begins when the customer sends a message, and restarts every time they message again.	Begins when your business sends its first message after the ad interaction.
Timer Behavior	Resets to a fresh 24 hours every time the customer messages.	Runs as a fixed 72-hour countdown; it never resets on additional customer replies.
Messaging Impact	Inside the window you may send free-form text and canned replies. Outside, free-form text is blocked and a template is mandatory.	You may send free-form replies or any template without restriction during the full 72 hours.
Billing Impact	Service replies deduct from the 1,000 free monthly allowance, then incur Service fees. Templates are always billed per dispatch.	All categories—Marketing, Utility, Authentication, and Service—are entirely free of Meta charges for the whole 72-hour window.

What Happens When the 72-Hour Ad Window Expires?

Both windows run concurrently. After 72 hours:

Scenario A – Active Conversation: If the customer has messaged within the last 24 hours, you are still inside an open CSW. Free-form replies use your Service allowance; any template you send is billed at its standard rate.
Scenario B – Inactive Conversation: If the customer has not messaged in 24 hours, the CSW is closed. Free-form messages are blocked, and you must start with a Meta-approved template billed at the normal category rate.

Billing Matrix: Message Type vs. Window

Message Type	Outside 24-Hour Window	Inside 24-Hour Window	Inside 72-Hour CTWA Window
Free-Form Agent Reply	❌ Blocked by Meta	1,000 free/mo then chargeable	FREE
Utility Template	Standard Rate	Standard Rate	FREE
Marketing Template	Standard Rate	Standard Rate	FREE
Authentication Template	Standard Rate	Standard Rate	FREE

Rate Card & Pricing Verification

For the latest category rates, volume-tier pricing, and plan details, see the official MyOperator Pricing Page.

Escalation & Support

Contact your Account Manager for custom enterprise volume pricing, tier-based discounts, or template category reclassification reviews.
Our support team escalates directly to Tech Support if wallet deductions occur on failed dispatches or if messages inside a free window wrongly register billable debits.

Need immediate help? Call +91 81029 81029 or email support@myoperator.com.

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WhatsApp Business API Billing Guide | MyOperator