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 (free inside an open 24-hour service window, otherwise charged) or Authentication (charged per delivered message). Free-form service replies a business sends inside the window are free today, though Meta plans to begin charging for service messages from 1 October 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 service replies inside the window — has a direct effect on spend. InfiQ's cost calculators let you model a mix before you send.
