# Free vs Billed Messaging

Under Meta’s price-per-message model, billing is determined by the category of the message and the timing of the interaction. While some messages incur costs, others are free depending on the specific "window" in which they are sent.

{% hint style="info" %}
Free messages do not consume the 360Dialog prepaid credit balance and are excluded from Meta monthly volume tiers or discount calculations.
{% endhint %}

### <mark style="color:$primary;">Conversation Windows (Meta Rules)</mark>

#### Customer Service Window (User-Initiated)

A 24-hour window opens the moment a user sends a message to the business.

|                                                       | <mark style="color:$primary;">Sending Window</mark> | <mark style="color:$primary;">Billing Status</mark> | <mark style="color:$primary;">Examples</mark> |
| ----------------------------------------------------- | --------------------------------------------------- | --------------------------------------------------- | --------------------------------------------- |
| <mark style="color:$primary;">Customer Service</mark> | Within 24 hours of user's message                   | Free                                                | Support replies, order updates, reminders     |
| <mark style="color:$primary;">Post-Window</mark>      | After the 24-hour window expires                    | Charged (Template required)                         | Re-engagement, follow-ups                     |

#### Free Entry Point Window (Ads & Page CTAs)

A 72-hour free window opens when a user initiates a chat via a Click-to-WhatsApp Ad or a "Message" CTA on a Facebook/Instagram Page.

|                                                       | <mark style="color:$primary;">Sending Window</mark> | <mark style="color:$primary;">Billing Status</mark> | <mark style="color:$primary;">Examples</mark> |
| ----------------------------------------------------- | --------------------------------------------------- | --------------------------------------------------- | --------------------------------------------- |
| <mark style="color:$primary;">Free Entry Point</mark> | Within 72 hours of Ad/CTA click                     | Free                                                | Chats from ads, "Message Us" buttons          |
| <mark style="color:$primary;">Post-Window</mark>      | After the 72-hour window expires                    | Charged                                             | Continuation of the conversation              |

### <mark style="color:$primary;">Billable vs. Non-Billable Messages</mark>

#### Billable Messages

Template messages are the only billable messages on the platform. Billing follows the category assigned by Meta during approval.

|                                                     | <mark style="color:$primary;">Free</mark> | <mark style="color:$primary;">Charged</mark> | <mark style="color:$primary;">Examples</mark> |
| --------------------------------------------------- | ----------------------------------------- | -------------------------------------------- | --------------------------------------------- |
| <mark style="color:$primary;">Marketing</mark>      | Inside Free Entry Point Window            | Outside Free Entry Point                     | Promotions, re-engagement                     |
| <mark style="color:$primary;">Utility</mark>        | Inside Service or Free Entry Window       | Outside both windows                         | Payment/Delivery confirmations                |
| <mark style="color:$primary;">Authentication</mark> | Inside Free Entry Point Window            | Outside Free Entry Point                     | OTPs, password resets                         |

#### Non-Billable Messages

Free-form messages (Text, Images, PDFs, etc.) are always free but are blocked outside of an active Customer Service or Free Entry Point Window.

For more, see [Templates](https://docs.360dialog.com/docs/hub/template-management-ui) & [Messaging Rules](https://docs.360dialog.com/docs/messaging/overview)

### Volume Tiers & Aggregation

Lower rates for Utility and Authentication templates are unlocked based on monthly volume.

|                                               | <mark style="color:$primary;">Monthly Charged Messages</mark> | <mark style="color:$primary;">Discount</mark> |
| --------------------------------------------- | ------------------------------------------------------------- | --------------------------------------------- |
| <mark style="color:$primary;">Tier 1</mark>   | 0 – 100,000                                                   | N/A                                           |
| <mark style="color:$primary;">Tier 2-6</mark> | 100,001+                                                      | 5% to 25% off                                 |

Key Tiering Rules:

* Volumes are aggregated across all WABAs in your Business Portfolio
* Only messages that incur a fee count toward tiers
* Counts reset to zero at 12:00 AM on the 1st of every month (WABA timezone)

For more, see [Meta Volume Tiers](https://developers.facebook.com/documentation/business-messaging/whatsapp/pricing#volume-tiers)

### <mark style="color:$primary;">Pricing Accuracy and Updates</mark>

Pricing is subject to updates from Meta or 360Dialog. For the most accurate information:

* Monitor the 360Dialog Hub for usage and balance information
* Read updates and notifications sent to emails associated with the 360Dialog Hub
* Reach out to Support for personalized guidance
* Consult official Meta Rate Cards for regional changes

For more, see [Meta Pricing Updates](https://developers.facebook.com/docs/whatsapp/pricing/updates-to-pricing)