Understanding WhatsApp Usage Charges

    CategoryAccount and Billing
    Article typeDocumentation
    Estimated reading time 7 min read
    Last reviewedRecently reviewed
    Applies toGEVADE CRM accounts where the feature is enabled
    Access requiredAccess may depend on your user permissions
    Plan/configuration noteFeature availability may depend on your selected plan and account configuration

    Summary

    WhatsApp Business API usage is billed per 24-hour conversation window, not per message. The cost varies based on who initiated the conversation (you or the customer) and the destination country.

    Who this article is for

    This article is for marketers and account owners using the WhatsApp integration.

    Overview

    Integrating WhatsApp allows you to reach customers globally on their preferred app. However, Meta (WhatsApp's parent company) enforces a specific conversation-based pricing model. Understanding this model is essential before launching WhatsApp campaigns. Unlike SMS, where you pay per 160 characters, WhatsApp charges you a flat fee to open a 24-hour 'window' with a customer, during which you can send as many messages as you like.

    Before you begin

    • Understand the difference between Business-Initiated and User-Initiated conversations.
    • Get your marketing templates pre-approved by Meta.
    • Review the Meta rate card for the countries you are targeting.

    Step 1: The 24-Hour Window

    WhatsApp billing is based on a 24-hour 'conversation' window. Once a conversation is opened, you can exchange unlimited messages with that user for 24 hours without incurring additional charges. This is great for customer support interactions.

    Step 2: User-Initiated Conversations

    If a customer messages you first, and you reply, this opens a 'Service Conversation'. These are generally the cheapest type of conversation, and Meta often provides a certain number of these free per month. You are only charged when you send the reply.

    Step 3: Business-Initiated Conversations

    If you message a customer first (e.g., sending a marketing blast or an appointment reminder), you must use a pre-approved WhatsApp Template. This opens a business-initiated conversation, which carries a higher cost than a service conversation.

    Step 4: Regional Pricing

    The cost of opening a conversation depends heavily on the country code of the recipient's phone number. Always check Meta's official rate card for your target regions. WhatsApp charges are deducted from your standard GEVADE CRM prepaid wallet.

    Configuration note

    WhatsApp charges are deducted from your standard GEVADE CRM prepaid wallet, just like SMS and email. Ensure your auto-recharge is active.

    Important clarification

    Attempting to send free-form promotional messages to initiate a conversation. Meta strictly requires the use of approved templates for the first message you send to a customer. Free-form messages will fail to send if outside the 24-hour window.

    Resolution guidance

    My WhatsApp template was rejected

    Meta has strict commerce and promotional policies. Ensure your template does not violate their terms, avoids overly aggressive sales language, and is formatted correctly.

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