What Conversation Pricing means
This is the model Meta uses to charge for messaging on the WhatsApp Business Platform. Historically WhatsApp billed a 24-hour conversation as the unit, but that model was deprecated on 1 July 2025. Meta now charges per delivered message, with each message priced according to its category — Marketing (charged on every delivered marketing template, no volume discount), Utility (charged per delivered message, including — since 1 October 2026 — utility templates sent inside an open 24-hour service window, which were free until 30 September 2026) or Authentication (charged per delivered message). Free-form service replies a business sends inside the window need no template, and Meta has charged for them per message since 1 October 2026 (they were free until 30 September 2026).
The exact amounts vary by country and by category and Meta updates them over time, so no single rate applies everywhere. Rather than quote a fixed figure, always check the live rate card: InfiQ shows current rates in the dashboard and passes Meta's per-message charges through, so you see real prices for your markets and template mix.
Because category drives cost under this model, planning which templates you send — and leaning on free-form service replies inside the window — has a direct effect on spend. InfiQ's cost calculators let you model a mix before you send.
