On this page you'll learn what a conversation is, the types of conversations and how they're charged.
WhatsApp charges businesses for using its WhatsApp Business Platform (WhatsApp Cloud API and WhatsApp Business API). Business are charged per conversation. There are two types of conversations:
- Business-initiated conversation - Your business messages a customer outside the 24-hour customer service window. From when your message is delivered until 24 hours later, all messages sent and received are part of one business-initiated conversation. To start a business-initiated conversation, a business can only send a message template. Once the customer replies, you can send messages with any content and format, including templates.
- User-initiated conversation - A customer messages you outside the 24-hour customer service window. This starts a new customer service window and you reply to them. From when your first reply is delivered until 24 hours later, all messages sent and received are part of one user-initiated conversation. You can exchange messages with any content and format (free-form messages) and message templates.
Starting June 1, 2023, user-initiated conversations will be called service conversations.
To learn more about conversation-based pricing, see WhatsApp Business Platform Cost.