Many of our customers tend to ask us how the tariff provided by the WhatsApp API works in order to understand in detail how the charge will occur after using our platform, as well as understanding how the latter is a central part of the end user. 

It is extremely important for companies to understand these functions as they directly influence monthly billing and a clear understanding of how WhatsApp and Meta charge for conversations with their customers. 

This is why in this article we want to show you how the prices provided by the WhatsApp API actually work, providing you with additional information that will help your company and the monthly expenses expected for this service.

What is the WhatsApp API?

First of all, it is necessary to explain what the WhatsApp Business API is. 

The WhatsApp Business API is nothing more than a technology capable of connecting both medium and large companies with their customers, through different conversations than usual, which can be automated through chatbots or with truly unique features like, for example, statistics, sales funnels, integrated CRM, etc. All these elements are different from the traditional WhatsApp Business, as it does not have all these options. 

Always consider that, to use the WhatsApp Business API it is absolutely necessary to have an intermediary service, called BSP, capable of facilitating the development of all these new features and, in most cases, can help with the installation and launch of the WhatsApp API. 

In conclusion, the WhatsApp Business API presents itself as a programming interface for all those apps that allow companies to use an instant messaging platform, or rather WhatsApp, within their business systems and processes.

How does pricing work in the WhatsApp API?

Now that you have fully understood what the WhatsApp API is, we need to correctly learn how the rates for conversations that take place on the WhatsApp Business API platform work. This means understanding the charges Meta makes for every single conversation your business produces with the WhatsApp API.


If we refer to WhatsApp API prices, Meta charges for every single interaction, not per message. These are nothing more than 24-hour message threads between the company and its customers. Once the communication has started, you will be charged the amount when the customer receives the message. We remind you that, to start a Company – Customer interaction, the company must first send a template approved by WhatsApp. 

If you wish to consult the quote for a single conversation offered by Callbell, you can click here. 

Once this is done, we will explain how the initiation of an interaction is determined and its classification within the system.

Categories of conversations

Conversations can be classified according to main categories, namely: 

1) Marketing: this type of conversation occurs when referring to promotions, offers, information updates or calls to action. Their main purpose is to provide commercial details, promoting the products or services offered by that particular company. This interaction is typically used for broadcast messages. 

2) Utility: This type of conversation is intended to resolve a specific request or transaction that we have agreed with our customer. For example, we can help you with your order, support on a certain product or give updates on the status of your transaction. Helpful conversations tend to also include possible post-purchase notifications and recurring statements. 

3) Service: this type of conversation includes communications that are initiated by the customer and which allow their doubts or questions to be answered through assistance. For example, a customer decides to contact the company to get more detailed information on a product, request a refund or report a certain problem he is experiencing. 

Always keep in mind that marketing or utility conversations can only be started with pre-set messages (for more information, see here). 

Furthermore, service interactions are only initiated via extremely simple messages. We will continue to explain everything to you in more detail. 

If you do not know how to categorize your templates or simply want more information, you can click Template Categories.

How conversations are started

Below we explain in detail how to start conversations, case by case. 

Marketing, utility and authentication conversations 

In case we were to have this type of conversation, we should use a template. Interactions only happen with a new communication as there are no previous conversations with that particular customer. 

Service conversations 

However, these interactions start with a simple message and it is essential that there is not already another chat open with this customer.

Intervals from customer service

Whenever a customer starts or responds to a conversation, a chat or 24-hour window will open, called a “customer service window”. This means that, as long as the company respects this time interval, it will be able to send messages without a template, as would happen in a normal conversation. If the company goes beyond the range, it will only be able to send templates.

Duration of conversations

Regarding the duration of interactions, usually, all models last for 24 hours. This means that all categories have a 24-hour window to chat with the customer. Once this time has expired, then another chat will be started.

Rates or prices for each single conversation

The cost for each individual conversation (Marketing, Utility or Service) depends on the country in which the phone number we are using on WhatsApp is registered. However, below, we share the cost for each single conversation prepared by Meta.

Understanding the variations in rates depending on the category is essential because it depends on the physical location in which you are located, as previously mentioned. 

You can download the rate card shared by Meta with all the currencies to choose from, always depending on your WhatsApp Business account and, consequently, the country/region. 

– Costs in USD 

– Costs in EUR

WhatsApp API pricing

If I have a Callbell account or want one, how do conversations work?

Each plan offered by Callbell covers the costs applied by WhatsApp up to €50 (or $54) monthly for every 10 active agents. This budget is optimal and sufficient for the majority of our customers, thanks also to the invoicing that Meta (WhatsApp) carries out to Callbell. 

Callbell assumes the cost applied by WhatsApp for the use of the WhatsApp Business account and API on behalf of its customers and, in the event that the cost invoiced by Meta does not exceed the budget assigned by the active subscription, it will not there will be additional costs. 

If the cost per volume of conversations handled throughout the calendar month exceeds the budget, the difference will simply be charged from the following month. Invoices will be available in the section called Callbell Account Billing. 

Warning: Callbell does not apply surcharges on the deductible. The amount invoiced to the customer includes the exact value of the cost of WhatsApp from which the amount included by WhatsApp in the Callbell plan is subsequently subtracted. The rate used will be indicated on the invoice and will be the one provided by Google on the day the invoice is issued. 

If you would like more clarification, click here.

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About the author: Hello! I am Alan and I am the marketing manager at Callbell, the first communication platform designed to help sales and support teams to collaborate and communicate with customers through direct messaging applications such as WhatsApp, Messenger, Telegram and Instagram Direct