Learn how Meta charges for WhatsApp Business messages, when messages are free, and how payments work.
What you’ll need:
Any Kommo plan or an active 14-day trial.
The WhatsApp Business integration connected to your number. See Connect WhatsApp Business to Kommo.
Admin access in Kommo to manage the integration’s settings.
Access to your business’s Meta settings to check payments and message costs.
Keep in mind:
Meta charges for WhatsApp messages. Kommo does not add extra message fees.
Your Kommo subscription is paid separately.
Meta charges only for messages delivered to clients.
Messages received from clients are free.
Authentication templates are not supported in Kommo.
Some sending methods like Salesbot or Broadcasting require a higher Kommo plan. See Compare Kommo plans.
The WhatsApp Business integration lets you communicate with clients directly from Kommo.
This article explains what affects your message costs, how Meta charges for each message type, and how payments work. For a history of pricing changes, see WhatsApp Business pricing updates.
What affects your message costs
Your message costs depend on:
Message category: Templates, service messages, and Meta Business Agent replies are charged differently.
The client’s country code: Prices depend on the country calling code of the client’s WhatsApp number.
Message volume: Sending more paid utility templates to the same country or region can lower the price per message.
Messaging windows: The customer service window lets you reply without a template. The free entry point window lets you send templates and service messages for free.
How each message category is charged
Template messages
Templates are messages approved by Meta. You need a template to message a client first or contact them after the 24-hour customer service window closes. You can also use templates while the window is open.
There are three template categories:
Marketing: Offers, promotions, product recommendations, and purchase reminders.
Utility: Updates about a client’s order, payment, booking, or another request. These messages must not include promotions.
Authentication: Sign-in and identity verification codes. These templates are not supported in Kommo.
Learn more in WhatsApp templates overview.
How templates are charged
Meta charges for each delivered template. The price depends on its category and the client’s country code.
Templates are free during a free entry point window.
Note: Adding a promotion to a utility template can make it a marketing template. Meta can also change an approved template’s category if it does not follow the category rules.
See Meta’s message rates and template category guidelines.
Marketing message limits
WhatsApp limits how many marketing messages a client can receive. If a client reaches their limit, your marketing template may not be delivered. You are not charged for undelivered messages.
See Meta’s marketing message limits.
Service messages
Service messages are non-template messages sent by your team or a third-party AI that do not need a template.
You can send them only while the 24-hour customer service window is open.
Each business phone number gets 1,000 free service messages per month. Meta charges from the 1,001st delivered service message, unless a free entry point window or another exemption applies.
The price depends on the client’s country code.
You get 1,000 new free service messages at the start of each month. Unused free messages do not carry over. The reset follows your account’s timezone in Meta.
Important: Without a saved payment method, service messages after the first 1,000 will not be delivered.
See Meta’s service-message pricing.
Example: How to calculate total message cost
You send a marketing template to a client. They reply, opening the 24-hour customer service window. You then send a service message and a utility template.
If your service message is the 1,001st delivered from that phone number that month and no free entry point window is open, Meta charges for all three messages:
Marketing template: $0.02.
Service message: $0.01.
Utility template: $0.01.
Total: $0.02 + $0.01 + $0.01 = $0.04.
These rates are examples. Actual prices depend on the message category and the client’s country code.
Meta Business Agent messages
Meta Business Agent messages are replies generated by Meta’s AI assistant. The agent can reply only while the 24-hour customer service window is open.
Meta charges based on how much information Meta Business Agent processes to create a reply. This information is measured in tokens.
Meta charges a single fee for both generating and delivering a Meta Business Agent reply.
The current global rate is $2 USD per million tokens.
Meta estimates that a typical reply costs about 0.04–0.05 USD. This is not a fixed price. Replies that need more processing can cost more.
If your account uses another currency, Meta converts the USD price using the exchange rate on the day the message is delivered.
Keep in mind:
The 1,000 free monthly service messages do not cover agent replies.
Agent replies remain paid during a free entry point window.
Volume discounts do not apply.
Note: If you use a third-party AI, that provider may charge its own fees in addition to Meta’s service-message charges.
See Meta Business Agent pricing and billing.
How the client’s country code affects the price
For templates and paid service messages, Meta uses the country calling code of the client’s WhatsApp number to choose the rate.
The client’s current location does not affect this.
Example: A client travelling abroad
A client has a Brazilian WhatsApp number starting with +55. Messages sent to that number use Brazil’s rate, even when the client is in another country.
See Meta’s country and regional pricing.
How message volume affects the price
Meta offers volume discounts for paid utility and authentication templates. Authentication templates are not supported in Kommo.
Discounts are calculated separately for each country or region and each template category. To calculate the discount, Meta adds together message counts from all accounts in the same Business portfolio.
When you send enough messages to reach a lower rate, that rate applies to the next messages. It does not reduce charges for messages already delivered.
Example: A lower rate for utility templates
Your business sends enough paid utility templates to Brazil to reach a lower rate. Further utility templates to Brazil use that rate until the next discount level or monthly reset.
Message counts reset at the start of each month, using your account’s timezone in Meta. Free templates do not count toward discounts.
Marketing messages, service messages, and Meta Business Agent replies do not receive volume discounts.
See Meta’s volume-discount rules.
How messaging windows work
WhatsApp uses two windows:
The 24-hour customer service window determines when you can reply without a template.
The free entry point window determines when templates and service messages are free.
Both can be open at the same time.
24-hour customer service window
When a client messages your business, you have 24 hours to reply without a template. Each new message from the client starts the 24-hour period again.
During this time, you can send service messages, Meta Business Agent replies, or approved templates. After the window closes, you must use an approved template.
Sending a template does not reopen the window. A new client message opens it again. Meta also supports opening or resetting this window through client calls.
Note: The customer service window lets you reply without a template. It does not automatically make your replies free.
See Meta’s customer service window documentation.
Free entry point window: up to seven days
This window opens when:
A client messages your business through an ad that clicks to WhatsApp, using the WhatsApp app on Android or iOS.
You reply within 24 hours with a service message or an approved template.
Your reply is free and starts the window. It may stay open for up to seven days.
Templates and service messages are free during this time. Meta Business Agent replies remain paid.
You still need to follow the 24-hour customer service window. If it closes, you must use approved templates until the client messages again. Those templates remain free while the free entry point window is open.
Example: How both windows work
A client messages through an ad on October 8 at 10:00 AM. You reply at 6:00 PM that day.
The customer service window closes on October 9 at 10:00 AM, unless the client messages again.
Your reply starts the free entry point window. It may last until October 15 at 6:00 PM.
After October 9 at 10:00 AM, you need approved templates. They remain free while the free entry point window is open.
See Meta’s free entry point documentation.
When messages are free
Meta does not charge for:
Messages received from clients.
The first 1,000 service messages per phone number each month.
Templates and service messages sent during an open free entry point window.
Emoji reactions. These do not use your 1,000 free service messages.
Note: Some government and nonprofit organizations approved by Meta can also send service messages free after the first 1,000. This exception applies through December 31, 2027. These rules do not make Meta Business Agent replies free.
See Meta’s free-message rules.
How to pay for WhatsApp messages
You can pay Meta in two main ways:
Credit card: Meta charges your card automatically when your message costs reach a set amount, called a payment threshold.
Credit line: With an approved Meta credit line, you receive an invoice each month. Meta recommends this option if you expect to spend more than $10,000 USD per month.
Meta is also introducing UPI prepaid payments in India, so businesses can add funds before sending messages.
Note: If you pay through a Solution Provider, Meta bills the provider. For Meta Business Agent, Meta always bills your business directly.
Learn more in WhatsApp’s billing FAQ and Meta’s billing guidance.
Card payments
Meta decides how much you can spend before you’re charged. This amount is called your payment threshold, and Meta may change it based on your payment history.
Each time your message costs reach the payment threshold, Meta charges your card. Any remaining costs are collected on your monthly billing date.
This means Meta may charge your card several times in one month.
Example: A $20 payment threshold
Your payment threshold is $20, and your monthly billing date is November 1.
On October 20, your message costs reach $20. Meta charges your card $20.
From October 21 to October 31, you spend another $8 on messages.
On November 1, Meta charges your card the remaining $8.
See Meta’s payment threshold guidance.
Credit line
With an approved Meta credit line, you pay for your messages by monthly invoice.
Follow the payment instructions and due date on the invoice.
Where to check your spending
Check your WhatsApp message usage and costs in Meta. Payment methods and invoices are available in Meta Business Suite’s billing settings.
Check Meta Business Agent costs separately in the agent’s billing information.
When reviewing costs, select the correct account, date range, and currency.
See WhatsApp billing guidance and Meta Business Agent billing.