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This page describes Meta’s retired pricing model and is kept for historical reference only.
Before July 2025, Meta charged WhatsApp Business API usage per conversation — a 24-hour messaging session opened by a customer message or a business-initiated template, billed once by category (Marketing, Utility, Authentication, or Service). Meta has retired this model in favor of per-message pricing: each template message is charged individually based on its category, and free-form replies within the 24-hour customer service window remain free. For current pricing, categories, rates, and cost-reduction tips, see Message Credits.