WhatsApp Business Pricing glossary
Quick reference for the key terms around WhatsApp Business, Meta pricing and BSPs.
- BSP (Business Solution Provider)
- Platform vendor sitting between your business and the Meta Cloud API — e.g. Superchat, 360dialog, Twilio or MessageBird/Bird. Typically delivers inbox, template management, CRM integration and compliance support.
- Per-message pricing
- Meta's billing model since July 1, 2025: a fixed USD rate per delivered template message, depending on recipient market and category (Marketing, Utility, Authentication, Authentication International).
- Conversation pricing (legacy)
- Model in effect until June 30, 2025: a flat fee per 24-hour conversation, categorized by initiator. Fully replaced by per-message pricing.
- 24-hour customer service window
- After every inbound customer message you can send free-form service messages (no template required, free since July 1, 2025) for 24 hours.
- 72-hour free entry point
- Click-to-WhatsApp ads or Facebook Page CTA buttons open a 72-hour window during which all messages to that customer are free — including Marketing and Utility templates.
- HSM (Highly Structured Message / Template)
- Pre-approved message template. Mandatory for any business-initiated message outside the 24-hour window. Categories: Marketing, Utility, Authentication.
- Marketing template
- Promotions, discounts, product launches. Highest per-message rate.
- Utility template
- Transactional: order confirmations, shipping updates, appointment reminders. Lower rate than Marketing.
- Authentication template
- OTP and login codes. Cheapest category. Cross-border traffic falls under "Authentication International" at a higher rate.
- WABA (WhatsApp Business Account)
- The business account in Meta's system that owns phone numbers, templates, display name and quality rating. Managed via Meta Business Manager or a BSP. The WABA is always yours — the BSP gets access rights only, so you can switch BSPs without losing the phone number or approved templates.
- Cloud API
- Meta's hosted WhatsApp Business API. Alternative to the deprecated on-premise API server. Wrapped by BSPs or integrated directly.
- Click-to-WhatsApp ads (CTWA)
- Facebook/Instagram ad format that opens a direct WhatsApp chat. Triggers the 72-hour free entry point window.
Need this in practice? The calculator shows these rates per market live, the insights put the model in strategic context.