How Meta charges for WhatsApp Business messages
What's free, what costs money, how long each window lasts and who pays — for companies that use the official WhatsApp Business API.
Who pays? Meta bills the WhatsApp Business account of each company directly, using the payment method set up in Meta Business Suite. Without a payment method, Meta stops delivering replies. SanMarino Chat does not set, charge, resell or receive these amounts, and the price of your SanMarino Chat plan does not change.
The pricing table
| Situation | Duration | Cost | What you can send |
|---|---|---|---|
| The customer messages you | Opens for 24 h, renews with each customer message | Free, always | — |
| You reply within the window (agent, bot or automation) | While the 24 h window is open | 1,000 free per month per number; from the 1,001st, charged | Text, images, audio, files, buttons |
| Utility template within the window | 24 h window open | Charged each (used to be free) | Approved templates |
| Outside the window | After 24 h with no customer messages | Charged by category: marketing, utility or authentication | Approved templates only |
| Customer arriving from "Click to WhatsApp" (ad or button on your Facebook page, from mobile) | 72 h from your first reply, if you reply within 24 h | Free, any type of message | Everything, including templates |
How the allowance is counted
The 1,000 free replies apply to each WhatsApp number of your company, not per contact. The count resets to zero at the start of each month.
How much each message costs
Meta sets this based on the recipient's country and it may change. Current rates are published by Meta at developers.facebook.com.
This scheme is defined and enforced by Meta Platforms for all companies that use the official WhatsApp API, with any provider. It applies to numbers connected with "Connect with Meta".
10 recommendations for measured use of your messages
Since Oct 1, 2026, Meta charges for replies beyond the 1,000 free per month per number, even if the customer wrote first. These practices help you protect that allowance.
One complete reply, not several
Avoid "Hi" + "One moment" + the answer: that's three messages.
No standalone pleasantries
A separate "thanks" or "let me know if you need anything" counts just like a reply.
Image or file with text
Write the message in the attachment caption: one send instead of two.
Group your questions
Ask for name, address and time together, not one by one.
A link instead of explaining in parts
Catalog, website, location or price list in a single message.
Complete quick replies
Hours, payment methods and location already written in a single text.
Bot in a single message
Set it up to reply all at once, with options in a menu or buttons.
Automatic messages once per chat
Make sure the welcome or out-of-hours notice isn't sent with every customer message.
Attract with "Click to WhatsApp"
If you reply within 24 h to someone who arrives through an ad, you get 72 h at no cost.
Keep track of your usage
Review it every month in Meta Business Suite and set a budget or an alert.
Example
Instead of: "Hi" · "Thanks for writing" · "The price is 150,000" · "Anything else?" (4 messages)
Better: "Hi! The price is 150,000. Here's the catalog: [link]. Can I help with anything else?" (1 message)
The pricing scheme is defined and enforced by Meta, and Meta bills it directly to your company. SanMarino Chat does not set, charge or receive these amounts.
We'll help you review it
Message us and we'll help you understand your usage in Meta Business Suite or set up the bot to group replies better.