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Documentation Index

Fetch the complete documentation index at: https://docs.apifycloud.io/llms.txt

Use this file to discover all available pages before exploring further.

Meta sets all WhatsApp Business prices. ApifyCloud surfaces the actual cost in your Spending dashboard and reconciles it against the billing events received from your provider. For the authoritative rate cards — always up to date, per country, per category — see Meta’s WhatsApp Business pricing documentation. The rest of this page explains how the model works so the numbers in front of you make sense.

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Per-message pricing (since July 2025)

Since July 1, 2025, Meta uses per-message pricing: you’re charged each time a template message is delivered, priced by its category and the recipient’s country. The previous per-conversation model (24h rolling buckets) is retired. Pricing is now simpler and more predictable — you pay per message, not per conversation.

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When a message is free

There are four scenarios where a message is not charged. These are the single biggest cost lever you have — route as much work as you can through them.
Any free-form text, media, or interactive reply you send while the Customer Service Window is open is free. Use flows and human agents inside the window to handle most customer interactions at zero marginal cost.
Utility templates sent while the CSW is open are free. Post-purchase updates, appointment reminders, and status notifications that follow an existing user action typically qualify.
When the user starts the conversation from a Click-to-WhatsApp ad or a Facebook Page CTA button, a 72-hour free window opens. During that window, all message types (including Marketing and Authentication templates) are free.Requires the user to be on the WhatsApp native mobile app — web and desktop don’t qualify.
Some system-level events (certain retries and edge-case deliveries) are not billed. Details are in Meta’s pricing doc; the console reflects actual charges in the Cost report.

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In one sentence

A template message is charged when it’s delivered, unless one of the scenarios above applies. Non-template messages can only be sent inside the Customer Service Window — and there they are free.

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Pricing by category

CategoryWhen it’s charged
MarketingAlways, per delivered message (unless inside a Free Entry Point window)
UtilityPer delivered message, unless sent inside the 24h CSW (then free)
AuthenticationPer delivered message
Authentication – InternationalPer delivered message, at the International rate for specific high-risk markets
Service (non-template in CSW)Always free
All rates are country-specific. See Meta’s rate card for the numbers.

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Volume tiers

For Utility and Authentication templates, Meta applies volume-tier discounts: once your monthly sent volume crosses a threshold (aggregated across your Business Portfolio, per market-category pair), remaining messages in that tier are priced at a lower rate. Thresholds and rates are currency- and region-specific. Meta updates the tier breakpoints periodically — see Meta’s rate cards for current values.
Marketing templates are not subject to volume-tier discounts. They’re priced flat per country.

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Where pricing shows up in the console

  • Campaign review step — projected cost before launch, based on category × country × recipients
  • Campaign detail view — actual cost during and after the run
  • Dashboard — cost breakdown card for the selected date range
  • Analytics → Cost — full, exportable cost report for finance reconciliation
  • Spending limit — hard per-period cap that auto-pauses sends when exceeded

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What’s next

Template categories

Marketing, Utility, Authentication, and when to use each.

Per-user marketing limits

The dynamic cap Meta applies per user on Marketing templates specifically — even when you’re willing to pay, the message may not deliver.

Meta pricing (authoritative)

Per-country rate cards and volume-tier thresholds.