The use of WhatsApp Message Templates is billed directly by Meta through the payment method you have registered in your Meta Business Portfolio: https://business.facebook.com .

For official Meta documentation on how to add a payment method (credit card only) for your WhatsApp accounts, please refer to: https://faq.whatsapp.com/167763192262914/https://business.facebook.com

https://faq.whatsapp.com/167763192262914/

From October 1, 2026

Meta is updating its pricing model for the WhatsApp Business Platform. Service messages - the free-form replies (non-Template) sent by your brand within the 24-hour customer service window - which were previously free, will become billed per message.

What changes

• Per-message billing: every outbound message sent within the customer service window (reply from an advisor, a bot, or a third-party AI) becomes billable. A 4-message exchange will now generate 4 separate Meta charges.
• Meta Business Agent: Meta is introducing its native AI agent for the WhatsApp Business Platform. Messages generated by the Meta Business Agent are subject to specific pricing, billed per token.

What does not change

• Inbound messages: messages sent by your customers remain free.
• Customer service window: the rules for opening and resetting the 24-hour window remain unchanged (your replies as a brand do not extend the window).
• Message Templates: no change to existing Template pricing (Marketing, Utility, Authentication).
• Alcmeon pricing: unchanged.

How to prepare

• Audit your most exposed flows (bots, automated scenarios, escalations) to estimate the impact on your volumes.
• Optimize your conversational flows: consolidate information and limit back-and-forth exchanges.
• Consider RCS as an alternative for your high-volume conversational flows.

To view Meta's pricing tables:

• Interactive pricing table (by market and currency): https://whatsappbusiness.com/products/platform-pricing/?country=France&currency=Euro%20(EUR)&category=Service#rates
• Meta pricing documentation (developers): https://developers.facebook.com/docs/whatsapp/pricing/

Please note: The country code of your customer's phone number is used for these pricing calculations, not the country code of your branded WhatsApp account.

From July 1, 2025

Meta's pricing model will shift to be based on each Message Template sent. Here's a summary:

• Meta will charge for each Message Template sent, instead of per conversation.
• Utility templates sent within an open customer service window⁽¹⁾  are free of charge. However, utility templates sent outside this window will remain billable.
• Service conversations ⁽²⁾ are completely free for all businesses. These free conversations are unlimited and are no longer capped at 1,000 per month.
• For conversations initiated via a free entry point⁽³⁾, if you reply to the customer's message within 24 hours, you can send any type of message, including Templates of any category, for free for the next 24 hours. After this initial 24-hour period, you can still reply for free, but only by using Message Templates.

⁽¹⁾ The customer service window opens when you receive a message from your customer and remains open for 24 hours. This 24-hour window reopens with each new message from the customer (your brand's responses do not extend this window).

⁽²⁾ Service conversations are those that begin with a message from your customer. They never start with a Message Template that you send.

⁽³⁾ Free entry points included: Click-to-WhatsApp ads that you can run on Facebook and Instagram; and WhatsApp action buttons on your Facebook page, which encourage visitors to message you on WhatsApp.

See also Meta's revised pricing tables: https://developers.facebook.com/docs/whatsapp/pricing/updates-to-pricing

Please note: The country code of your customer's phone number is used for these pricing calculations, not the country code of your branded WhatsApp account.

Until June 30, 2025

Meta's pricing model is conversation-based. To learn more and view Meta's pricing structure: https://developers.facebook.com/docs/whatsapp/pricing/

Please note: The country code of your customer 's phone number is used for these pricing calculations, not the country code of your branded WhatsApp account.