Per-Message Billing
As of July 1, 2025, WhatsApp uses a per-message billing model for template messages. Each template message delivered is charged individually based on its category and the recipient's country. Non-template (free-form) messages sent within a customer service window are not charged.
Message Categories and Rates
Rates vary by message category and the recipient's country. The four categories are:
Category | Sent By | Typical Use | Billed? |
Marketing | Business (template) | Promotions, offers, product updates | Per message delivered |
Utility | Business (template) | Order updates, receipts, account alerts | Per message delivered |
Authentication | Business (template) | OTP, verification codes | Per message delivered |
Service | Business (free-form reply) | Customer support, inquiries | Free within service window |
Marketing templates are typically the most expensive, followed by Utility, then Authentication.
Important: Marketing and Authentication template messages are billed even when sent within an active customer service window. Only non-template (free-form) replies are free during the service window.
Service Window
When a customer messages your business, a 24-hour service window opens. During this window, you can send free-form (non-template) replies at no charge. Template messages sent during this window are still billed per their category.
How Billing Type is Determined
Telnyx determines the billing type from the template category and the destination country. The billing_type field appears in delivery status webhooks (DLRs) with one of these values:
whatsapp_marketing— Marketing template messagewhatsapp_utility— Utility template messagewhatsapp_authentication— Authentication template, same country as WABAwhatsapp_authentication_international— Authentication template, different country from WABAwhatsapp_service— Non-template reply within service window (free)
Free Entry Point Conversations
Messages that start from certain entry points have special pricing:
Click-to-WhatsApp ads on Facebook or Instagram
Facebook Page call-to-action buttons
Refer to Meta's pricing documentation for current free entry point details.
Viewing Costs
You can track WhatsApp messaging costs in the Telnyx Portal under Messaging → Message Detail Records. Each record includes the billing_type field so you can see which category was billed.
Related Resources