Question 1

How does WhatsApp Business API pricing work?

Accepted Answer

Meta charges per template message sent, based on three categories: Marketing, Utility, and Authentication. Each category has a different rate depending on the recipient's country. Non-template replies within a 24-hour customer service window are free.

Question 2

What are message templates?

Accepted Answer

Message templates are pre-approved messages required to start a conversation on WhatsApp Business API when the customer hasn't messaged you first or the 24-hour service window has expired. They must be submitted to and approved by Meta before use.

Question 3

What are marketing messages?

Accepted Answer

Marketing messages include promotions, special offers, product announcements, and re-engagement campaigns. They have the highest per-message rate because they are used for outbound sales and advertising.

Question 4

What are utility messages?

Accepted Answer

Utility messages cover transactional updates such as order confirmations, shipping notifications, receipts, and appointment reminders. They are cheaper than marketing templates and are free when sent within an open customer service window.

Question 5

What are authentication messages?

Accepted Answer

Authentication messages deliver one-time passwords (OTPs) and verification codes. They have a dedicated rate and a separate international rate for cross-border authentication.

Question 6

What is a customer service window?

Accepted Answer

When a customer messages you first, a 24-hour service window opens. During this window you can send free-form replies without using templates and without incurring template charges.

Question 7

Are these prices per message or per conversation?

Accepted Answer

As of the latest Meta pricing update, charges are per individual template message sent, not per conversation. This replaced the older conversation-based model.

Question 8

What are Free Entry Point conversations?

Accepted Answer

When a customer contacts you through a Click-to-WhatsApp ad or a Facebook Page CTA, the resulting conversation is free for 72 hours - no template or service charges apply during that window.

Question 9

Does Wexio charge extra for WhatsApp messages?

Accepted Answer

No. WhatsApp API messaging costs are billed directly by your Business Solution Provider (BSP) or Meta. Wexio charges only for platform access and operations - there is no per-message markup.

Question 10

How can I reduce my WhatsApp messaging costs?

Accepted Answer

Use customer service windows (free replies within 24 hours), batch utility messages efficiently, and leverage automation to reduce manual sends. Wexio's flow builder helps automate conversations to minimise unnecessary template usage.

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