How WhatsApp Business API pricing works
WhatsApp Business API uses a per-conversation pricing model, not per-message. A single conversation is a 24-hour message window during which you can exchange unlimited messages with a contact for one flat fee. The cost depends on two factors:- Conversation category — who initiated and what type of message
- Region — the country code of the end user’s phone number
Pricing is set by Meta and applies to all businesses using the WhatsApp Business API, including through HoopAI. Rates are updated periodically by Meta — check the Meta pricing page for the latest figures.
Conversation categories
Every WhatsApp conversation falls into one of four categories:Key differences
- Marketing, utility, and authentication conversations are business-initiated and require an approved message template
- Service conversations are customer-initiated — the customer messages you first, opening a 24-hour window for free-form replies
- Service conversations are currently free (1,000 per month included)
Free tier
Every WhatsApp Business Account (WABA) receives:- 1,000 free service conversations per month — no charge for the first 1,000 customer-initiated conversations
- Free conversations reset on the 1st of each month
- Only service (customer-initiated) conversations count toward the free tier — marketing, utility, and authentication conversations are always charged
How conversations are counted
Understanding the 24-hour conversation window is key to managing costs:- Business-initiated: When you send a template message to a contact, a new conversation of that category opens. The 24-hour window starts from message delivery.
- Customer-initiated: When a customer messages you and there’s no open conversation, a service conversation opens. The window starts from the customer’s message.
- Within the window: All messages exchanged in the 24-hour period are covered by a single conversation charge — no matter how many messages are sent.
- Multiple categories: If you send a marketing template during an open service conversation, a new marketing conversation is opened and charged separately.
When a new conversation starts vs extends
Regional pricing tables
Prices below are approximate per-conversation rates in USD based on Meta’s published rate cards. Actual rates may vary slightly.North America
Europe
Latin America
Asia Pacific
Middle East and Africa
*Service conversations are free for the first 1,000 per month per WABA. After that, service conversation rates vary by region (typically 0.015). Check Meta’s pricing page for current service conversation overflow rates.
All other countries
Countries not listed above fall into Meta’s regional groupings. Typical ranges:How HoopAI bills WhatsApp usage
WhatsApp API conversation fees are a pass-through cost from Meta:- Meta charges the per-conversation fees described above to your WhatsApp Business Account
- HoopAI may include WhatsApp access as part of your plan or charge a platform fee — check your HoopAI pricing plan for details
- No double billing — you’re not charged by both Meta and HoopAI for the same conversation
- Prepaid balance
- Monthly billing
Some HoopAI plans use a prepaid wallet. You add funds, and conversation costs are deducted in real time. You’ll receive alerts when your balance is low.
Where to monitor WhatsApp spending
Track your WhatsApp costs in two places:- HoopAI dashboard — navigate to Settings > WhatsApp to view conversation counts, category breakdowns, and spending trends
- Meta Business Suite — your WhatsApp Manager shows detailed billing, transaction history, and per-conversation charges
Cost optimization tips
Maximize service conversations (free)
Maximize service conversations (free)
Service conversations are free (up to 1,000/month). Encourage customers to message you first by:
- Adding a WhatsApp button to your website
- Sharing your
wa.melink in emails and social media - Using QR codes on printed materials
- Adding WhatsApp as a contact option in your Google Business Profile
Use free-form messages within open windows
Use free-form messages within open windows
When a customer messages you (opening a service conversation), reply with free-form messages instead of templates. Sending a marketing template during an open service window opens a new paid conversation.
Batch utility messages strategically
Batch utility messages strategically
If you need to send appointment reminders to multiple contacts, consider timing them so they fall within existing open conversations when possible.
Choose the right conversation category
Choose the right conversation category
Use utility templates (cheaper) instead of marketing templates when the message is transactional. Template category is determined by Meta during approval based on content, so write templates that clearly match the intended category.
Maintain high template quality
Maintain high template quality
Templates with poor quality ratings get rate-limited, forcing you to send fewer messages and potentially re-send failed ones (double cost). Keep quality high by following the template best practices.
Avoid sending outside target hours
Avoid sending outside target hours
Messages sent when contacts are unlikely to reply won’t generate a service conversation (free window). Time your outbound templates for when contacts are most likely to engage and reply.
Use authentication templates for OTPs
Use authentication templates for OTPs
Authentication conversations are typically cheaper than utility conversations in most regions. Use the dedicated authentication template category for verification codes.
Frequently asked questions
Am I charged per message or per conversation?
Am I charged per message or per conversation?
Per conversation. A conversation is a 24-hour window. You can send unlimited messages within that window for a single fee.
What happens if a conversation crosses midnight?
What happens if a conversation crosses midnight?
The 24-hour window is based on when the conversation opened, not calendar days. If a conversation starts at 8 PM, it’s open until 8 PM the next day.
Can I get a refund for failed messages?
Can I get a refund for failed messages?
You are not charged for messages that fail to deliver. Conversations are only charged when at least one message is successfully delivered.
Do I pay for messages I receive?
Do I pay for messages I receive?
No. Inbound messages from customers are free. You only pay for the conversation window that opens as a result.
Are WhatsApp prices the same for all HoopAI users?
Are WhatsApp prices the same for all HoopAI users?
Meta’s per-conversation rates are the same for everyone using the WhatsApp Business API. HoopAI’s platform fee (if any) depends on your plan.
How do I see a breakdown of my costs by category?
How do I see a breakdown of my costs by category?
In Settings > WhatsApp, the analytics tab shows conversation volume and cost broken down by marketing, utility, authentication, and service categories.