The 24-hour window and what Meta charges

When a customer sends you a message, a 24-hour customer service window opens. Inside it you can reply with ordinary text, images and documents. Outside it, you can only send an approved template.

Meta charges for template messages at rates that depend on the template category and the recipient's country, and bills you directly through WhatsApp Manager. Replies inside the customer service window are not charged, and utility templates sent inside an open window are free. Meta updates its pricing from time to time; check Meta's WhatsApp Business pricing page for current rates.

Ultra WhatsApp's cost estimator (Tools) multiplies your recipients by the rates in its editable rate table for each category and country.