Understanding WhatsApp Business API pricing structure: A simplified guide

Navigating the WhatsApp Business API pricing structure can be confusing, especially with the shift from a conversation-based to a per-message billing model. This guide breaks down the current pricing system, message categories, free messaging windows, and how it all works with the Sinorbis Experience Platform.

How WhatsApp pricing works

WhatsApp charges for each message template that is successfully delivered to a user, unless it falls within a free messaging window.

Charges are determined by:

• Recipient location (based on country calling code)
• Message category (Marketing, Utility, Authentication, Service)
• Market–Category rate published by WhatsApp

Message templates and categories

A message template is a pre-approved, structured message format that organisations use to broadcast or re-engage conversations with contacts. Message templates can be categorised based on the content and intent of the messages. WhatsApp uses this categorisation system by charging different rates when a templated message is delivered.

Message templates are categorised based on their content and purpose: 

• Marketing: Used for sending promotions, product announcements, or ads. 

• Utility: For transactional messages like order confirmations, shipping updates, or appointment reminders. 

• Authentication: Used to verify user identity with passcodes. 

If you send more than one type of message to the same user, for example, a marketing message and a utility message, each category is charged separately.

Free messaging windows

The pricing model includes built-in opportunities to message customers at no charge.

1. Customer service window

When a contact sends your business a message, you can reply free of charge within a 24-hour window.

You can use:

• Service (free-form) messages
• Utility template messages

This 24-hour timer resets each time the customer sends a new message.

2. Free entry point window

If a user starts a conversation by:

• Clicking an ad that opens WhatsApp
• Using a Facebook Page action button

and you respond within 24 hours, you open a 72-hour free entry point. During this period, all messages (including templates) are free.

Messaging limits

The number of messages a business can initiate within a 24-hour period is subject to limits, often starting at 250 messages which can be scaled up to an unlimited number of messages over time, depending on your organisation’s needs and the quality of your message such as open rates and number of block or SPAM reports, which is vetted by Meta. You can request to increase this limit based on your organisation’s needs and the engagement levels observed from your messages.

What is a Sinorbis Credit?

WhatsApp charges different rates for messages depending on the country, making it challenging to manage costs effectively. To simplify this process, Sinorbis has developed a credit system where each credit allows for a certain number of messages, based on the region you are messaging.

Sinorbis credits provide a predictable way to standardise the complex pricing models of various social messaging channels on the Sinorbis Experience Platform. The base messaging add-on for a Sinorbis subscription starts with 1,000 credits per month, with options to increase this limit based on your communication needs. Any unused credits will expire at the end of the month. Below is a breakdown of how many messages one Sinorbis credit allows on WhatsApp in specific regions. Please note that the credit allocation per country is subject to change if Meta updates its pricing rates.

Navigating the intricacies of WhatsApp Business API pricing can be challenging, but understanding how it works is crucial for optimising your communication strategies. If you have any questions or want to learn more about how this pricing structure can work for your organisation, contact our WhatsApp specialists below.