Conversation-Based Billing
WhatsApp uses a per-conversation billing model, not per-message. When a conversation opens, you are charged once for that conversation category. All messages within that conversation for the next 24 hours are included at no additional per-message cost.
Conversation Categories and Rates
Rates vary by conversation category and the recipient's country. The four categories are:
Category | Initiated By | Typical Use |
Marketing | Business (template) | Promotions, offers, product updates |
Utility | Business (template) | Order updates, receipts, account alerts |
Authentication | Business (template) | OTP, verification codes |
Service | Customer-initiated | Customer support, inquiries |
Marketing conversations are typically the most expensive, followed by Utility, then Authentication. Service conversations are usually the least expensive.
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 conversationwhatsapp_utility— Utility template conversationwhatsapp_authentication— Authentication template, same country as WABAwhatsapp_authentication_international— Authentication template, different country from WABAwhatsapp_service— Service conversation (customer-initiated, free-form replies)
Free Entry Point Conversations
Conversations that start from certain entry points are free for the first 72 hours:
Click-to-WhatsApp ads on Facebook or Instagram
Facebook Page call-to-action buttons
After 72 hours, standard conversation rates apply.
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 conversation category was billed.
Related Resources