Campaigns and marketing
Per-message pricing
Per-message pricing is Meta's current WhatsApp billing model, which charges for each delivered template message according to its category and the recipient's country.
Also calledPMPper message rates
Free-form replies to a customer-initiated conversation are treated as service messages and are typically not charged. Utility templates sent inside an open conversation window are also treated differently from marketing ones. The charge is applied to the WhatsApp Business Account that sent the message, so account ownership and billing are the same question.
Worth knowing alongside it.
- Conversation-based pricing
- Conversation-based pricing was Meta's earlier WhatsApp billing model, which charged for a 24-hour conversation window rather than for each individual message.
- Template category
- Template category is Meta's classification of a WhatsApp template as marketing, utility, or authentication, which determines both what it may contain and what it costs.
- Session message
- A session message is a free-form reply sent inside the conversation window, written in whatever words you like without needing Meta to approve it first.
- WhatsApp Business Account
- A WhatsApp Business Account, usually abbreviated WABA, is the container inside a Meta business that holds your WhatsApp phone numbers, message templates, and messaging settings.