> For the complete documentation index, see [llms.txt](https://docs.360dialog.com/docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.360dialog.com/docs/get-started/pricing/free-vs-billed-messaging.md). # Free vs Billed Messaging This page describes when WhatsApp Business Platform messages are free and when they are billed Billing depends on the category of a message and the timing of the interaction. The Free Entry Point Window is the only window that makes a message free. The Customer Service Window governs when a non-template message can be sent, but does not, on its own, waive the charge. A message sent within the Free Entry Point Window is not charged, does not draw from the 360dialog prepaid credit balance, and is not counted toward Meta's monthly volume tiers or discount calculations. ## Conversation Windows ### **Customer Service Window** A 24-hour window opens when a customer sends a message to a business. A non-template message can only be sent while this window is open. Outside it, only template messages can be sent. An open Customer Service Window does not, on its own, waive any charge: a non-template message or a Utility template sent within it is billed, unless the Free Entry Point Window is also open. | Category | Sending Window | Billing Status | Examples | | ---------------- | ----------------------------------------- | ------------------------------------------------------- | ----------------------------------------- | | Customer Service | Within 24 hours of the customer's message | Billed, unless the Free Entry Point Window is also open | Support replies, order updates, reminders | | Post-Window | After the 24-hour window expires | Template required; billed | Re-engagement, follow-ups | ### **Free Entry Point Window** A 72-hour window opens when a customer starts a chat through a Click-to-WhatsApp ad or a "Message" call-to-action on a Facebook or Instagram Page, using the WhatsApp Android or iOS app. A chat started from the WhatsApp desktop or web app does not open this window. Any message, template or non-template, sent within an open Free Entry Point Window is free. | Category | Sending Window | Billing Status | Examples | | ---------------- | ------------------------------------- | -------------- | ------------------------------------ | | Free Entry Point | Up to 7 days from the ad or CTA click | Free | Chats from ads, "Message Us" buttons | | Post-Window | After the 72-hour window expires | Billed | Continuation of the conversation | The Customer Service Window and the Free Entry Point Window run on independent clocks: an ad or CTA click opens both at once, but the Customer Service Window closes after 24 hours while the Free Entry Point Window stays open for 72. Sending a non-template message always requires an open Customer Service Window, regardless of the Free Entry Point Window's status. Once the Customer Service Window closes, only template messages can be sent, and those remain free as long as the Free Entry Point Window is still open. ## Message Categories and Billing ### **Template Messages** Template messages are pre-approved messages sent outside an active conversation, or used to open one. Billing follows the category assigned during template approval. Every template category is billed outside the Free Entry Point Window. None are free simply for being sent inside the Customer Service Window.
TypeFreeBilledVolume TiersExamples
MarketingInside the Free Entry Point WindowOutside the Free Entry Point WindowNot offeredPromotions, re-engagement
UtilityInside the Free Entry Point WindowOutside the Free Entry Point Window, including inside the Customer Service WindowOfferedPayment or delivery confirmations
AuthenticationInside the Free Entry Point WindowOutside the Free Entry Point WindowOfferedOne-time passcodes, password resets
For more, see [**Templates**](https://docs.360dialog.com/docs/hub/template-management-ui) ### **Service Messages** Service messages are non-template messages, such as text, images, and documents, sent by a business in response to a customer within the Customer Service Window. Also known as free-form messages, they are billed on a per-message basis, at rates aligned with Utility and Authentication rates for the same market. Only one charge applies per message, and service messages are not eligible for volume-tier discounts. The only exception: a service message sent within the Free Entry Point Window is free. ### Volume Tiers and Aggregation Lower rates for Utility and Authentication templates are unlocked based on monthly volume. Marketing templates and service messages are not eligible for volume-tier discounts. | Tier | Monthly Charged Messages | Discount | | -------- | ------------------------ | ------------- | | Tier 1 | 0 - 100,000 | None | | Tier 2-6 | 100,001+ | 5% to 25% off | Key tiering rules: * Volumes are aggregated across all WhatsApp Business Accounts in a Business Portfolio. * Only messages that incur a fee count toward tiers. * Counts reset to zero at 12:00 AM on the first of every month, in the WABA timezone. For more, see[ Official Meta Rate Cards](/docs/get-started/pricing.md#official-meta-rate-cards). {% hint style="info" %} Phone number using COEX to run the WhatsApp Business mobile app and the WhatsApp API simultaneously will depend entirely on the route used to send the message. For more details, see [Coexistence](/docs/resources/phone-numbers/coexistence.md). {% endhint %} ## Pricing Accuracy and Updates Pricing is subject to updates from Meta or 360dialog. Meta updates pricing at most once per quarter, effective the first of January, April, July, or October, and provides advance notice based on the type of update: at least one month for a rate card change, three months for a new pricing mechanism, and six months for a change to the pricing model itself. For the most accurate information: * Monitor the 360dialog Hub for usage and balance information. * Read updates and notifications sent to the email addresses associated with the 360dialog Hub. * Reach out to Support for personalised guidance. * Consult the official Meta rate cards for regional rates. ### --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter: ``` GET https://docs.360dialog.com/docs/get-started/pricing/free-vs-billed-messaging.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.