Estimate your WhatsApp costs
WhatsApp pricing is calculated based on Meta's conversation-based pricing fee and Twilio's per-message fee. The Meta conversation-based pricing fee varies by use case and is charged in 24-hour increments that start when the first message from a business is delivered. The number of messages vary by conversation.
Countries not listed are included under "other” countries and are charged the same fees.
Utility conversation
Facilitate a specific customer request, transaction, or update about a transaction (i.e. post-purchase notifications and billing reminders).
Authentication conversation
One-time passcodes. See Verify WhatsApp pricing
For India and Indonesia, estimated costs are based on Meta’s standard rates for authentication conversations. Higher rates may apply for businesses that meet Meta’s eligibility criteria for international authentication fees.
Marketing conversation
Any business-initiated template that does not qualify as utility or authentication (i.e. promotions, offers, informational updates, or invitations for customers to respond or take an action).
Service conversation
Any user-initiated conversation, such as a customer support inquiry. These conversations are started when a business responds to an inbound message from a user with a non-templated (i.e. free form) response.
* Prices may change from time to time without notice. Calculation does not include add-on features. A failed message processing fee of $0.001 per message will be applied only to messages that terminate in a "Failed" status.
Features
Engagement Suite
Enhance your WhatsApp messaging functionality with features for better customer engagement and marketing performance.
|
Features |
Twilio per message fee |
|---|---|
|
Link shortening/click tracking and message scheduling |
$0.015 |
*Limited free trial through March 31, 2024, all messages will be billed at $0.0000 regardless of volume. Per message charge is added to base message fee whenever one or more Engagement Suite features are utilized.
FAQ
Learn more about WhatsApp pricing
Conversations that start from a Facebook or Instagram ad that clicks to WhatsApp or Facebook Page CTAS are free for three days after the conversation begins. Free entry point conversations are user-initiated and only the first conversation is free of charge. Conversations with consumers after that are still charged. Twilio per message fees still apply.
Standard pricing will apply for the Facebook and Instagram ads that click to WhatsApp. The conversation that initiates from the ad is free, but not the ad itself.
The 24-hour conversation window starts when businesses send their first message to the user. Each conversation type has a separate 24-hour conversation window and will incure a separate charge.
When you submit a WhatsApp template for approval through the Twilio Console, you will be prompted to select one of the categories. You will be able to let WhatsApp override the category and approve the template, or let WhatsApp reject the template if the category selection does not match WhatsApp’s classification. Twilio's system will show you whether your selection was accepted or rejected, as well as the final category determined by WhatsApp. Additionally, all templates that were created before the new category-based pricing model took effect on June 1, 2023 have been automatically reclassified by Meta's machine learning classifier.
The pricing listed on this page is only applicable to the Programmable Messaging API.
For Flex, we waive the per-message fee. View Flex pricing to learn more.