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Notice: New WhatsApp Conversation-Based Pricing (February 2022)

Starting June 2023, WhatsApp will be moving to a use case based pricing model. See the article here for more information.

Starting February 1, 2022, WhatsApp is switching to a new conversation-based pricing model. This guide explains how this new pricing model works, and what to expect.

What is changing?

Facebook is introducing a new conversation-based pricing model for all business globally sending WhatsApp messages. This new pricing model will go into effect on February 1, 2022 , and move from a per template/session charge to a single WhatsApp fee for the conversation based on who initiated (the business, or the end user).

Note: Twilio's per message fees are not changing, and will continue to apply.

Conversation-based pricing overview

Here's how the new conversation-based pricing model works:

  • WhatsApp will charge once per 24-hour session of messaging between a business and a customer.
  • The charge will vary, depending on who initiated the conversation (the business or the end user).
  • During the session, there are no additional charges for any additional messages from the business or the end user.
  • The first 1,000 conversations each month will not incur any WhatsApp fee.
  • Conversations will not be charged when a user messages a business using a call-to-action button on ads that click to WhatsApp or a Facebook Page CTA.


For full details on this pricing change, see Facebook's Conversation-Based Pricing page.

How does this impact Twilio's per message charges?

These changes are being made by WhatsApp; there are no changes to Twilio's charges, including the per message charge.

How does this impact my business use case?

We have identified the following possible impacts to common use cases:

  • Frequent notifications: If you are sending multiple messages within a 24-hour period, you will now only incur a single charge from WhatsApp for starting the conversation. WhatsApp will not charge for template messages.
  • Infrequent notifications: If you are sending messages over multiple 24-hour periods, you will now incur charges from WhatsApp for each conversation.
  • Customer support: If you are responding to incoming user-initiated messages, then you will start incurring user initiated conversation based charges.

For full details on this pricing change, see Facebook's Conversation-Based Pricing page.

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