Effective as of July 1, 2025
Starting July 1, 2025, WhatsApp Business API will no longer use the 24-hour session (or conversation window) pricing model. Charging will now be based on each template message sent, except for user-initiated interactions.
What is changing?
End of 24-hour conversation window billing.
Meta (WhatsApp) will no longer charge for a 24-hour window opened after sending a template.
Charge per template sent
Each template sent (Marketing, Utility, or Authentication) will generate a charge.
How does billing work now?
1. By conversation initiator
Who initiates the conversation | When is it charged? |
Business | Any time you send a template (Marketing, Utility, or Authentication). There is no longer a "paid 24h window." |
Customer | Free of charge by Meta. You may send: ❗ Marketing, Utility, and Authentication templates are still charged, even in a customer-initiated conversation. |
2. By message type
Message type | In a business-initiated conversation | In a customer-initiated conversation |
Template - Marketing | Charged | Charged |
Template - Utility | Charged | Charged |
Template - Authentication | Charged | Charged |
Free-form message | Not allowed | Free within the 24-hour window opened by the customer |
Practical examples
See how billing works under Meta’s new model, compared to the previous one:
Example 1
Before:
- 1 marketing window initiated by the sent template
- 1 utility window initiated by a new template within 24 hours
Now:
- Individual charge for 1 marketing template
- Individual charge for 2 utility templates
Example 2:
Before:
- 1 marketing window initiated by the template
- 1 utility window initiated after customer response
Now:
- Charge for 1 marketing template
- Free receptive window opened after customer response
- Within this receptive window: charge for 1 utility template
How does it work at Zenvia?
If you use the Zenvia API
If your operation includes journeys involving the sending of multiple consecutive templates, your consumption may increase. On the other hand, if you prioritize reactive service with fewer template sends, the impact tends to be minimal or none.
Charges will be based on the following criteria:
Templates:
Charges apply for each template sent. The 24-hour window-based billing no longer applies. This applies to both single and consecutive template sends.
Receptive windows (conversations started by the customer):
Receptive conversations are charged. Check the terms in your contract.
Utility messages:
Utility messages sent within a receptive window are charged. Check the terms in your contract.
Free-form messages:
These remain free as long as they are sent within the open window, meaning up to 24 hours after customer interaction.
If you use Zenvia Customer Cloud
If your company already prioritizes customer support with customer-initiated interactions, or does not send successive templates, the impact will be minimal or none.
Templates:
The model considers billing for each template sent, regardless of category.
Receptive windows (conversations started by the customer):
In Zenvia Customer Cloud, receptive windows are defined by the opening of an InteractionZ initiated by the customer. This concept remains unchanged under the new billing model.
These conversations are charged according to the terms in your contract. Even within an open window, sending templates consumes units from your channel package and may be billed.
Sending free-form or chatbot messages, on the other hand, remains allowed at no additional cost, as long as it is done within the 24-hour window after the customer’s last interaction.
Utility messages:
They follow the same logic as templates. Each template sent consumes part of the contracted channel package. Depending on the flow, they may be charged when used to initiate a conversation, according to your contract terms.
Free-form messages:
They remain available within the 24-hour window after the customer’s last interaction. Chatbot messages are also considered free-form and are not charged.
Frequently Asked Questions
Has the 24-hour window ended?
No. The window still exists for managing customer support. What changes is that billing is no longer based on this window. Billing is now per template message sent (except for receptive conversations).
What is a receptive window?
It’s when the customer initiates the conversation, either spontaneously or by replying to a company’s template. Receptive windows are charged. Check the terms in your contract.
When is a conversation considered initiated by the company?
When you send any template to a customer who has not interacted with your company in the past 24 hours.
Is sending free-form messages still allowed?
Yes. Free-form messages can be sent within the 24-hour window opened after the customer’s interaction and are not charged. We recommend using chatbots to create automated interactions and keep the conversation active within this window.
What happens with ‘Click to WhatsApp’ ads?
If the customer clicks and sends a message, it opens a free receptive window, as long as you reply within 24 hours.
Learn more
ℹ️ If you have questions about how the billing applies to your contract, please contact our sales team.