Free vs Billed Messages

Under Meta’s price-per-message model, some messages are free while others are billed, depending on how and when they are sent.

Free messages do not consume your prepaid credit balance and do not count toward monthly volume tiers or discounts.

Conversation Windows (Meta Rules)

Customer Service Window (User-Initiated Conversation)

A 24-hour window opens when a user sends your business a message.

Window Type	When Messages Are Sent	Charged	Examples
Customer Service Window	Within 24 hours after the user sends a message	Free	Support replies, order updates, appointment reminders
	After the 24-hour window closes	Charged (template required)	Any message sent after the window expires

Free Entry Point Window (Ads + Page CTAs)

A 72-hour free window opens when a user clicks:

• A Click-to-WhatsApp Ad

• A “Message” CTA button on Facebook or Instagram (Android/iOS)

Window Type	When Messages Are Sent	Charged	Examples
Free Entry Point Window	Within 72 hours after the user clicks the ad/CTA	Free	Chats started via ads, “Message Us” buttons
	After 72 hours	Charged	Any continuation of the conversation

Free vs Billed Template Messages

Template billing depends on both template category and conversation window.

Template Type	Free	Charged	Examples
Marketing	Inside a Free Entry Point Window	Outside a Free Entry Point	Promotions, re-engagement, campaign follow-ups
Utility	Inside the Customer Service Window or Free Entry Point	Outside both windows	Payment confirmations, delivery updates, appointment reminders
Authentication	Inside a Free Entry Point Window	Outside a Free Entry Point	OTPs, password resets, login verifications

Learn more about Templates & Messaging Rules

Volume Tiers and Discounts

Meta automatically applies lower rates for Utility and Authentication templates once certain monthly thresholds are reached per market and category.

Volume Tier	Monthly Charged Message	Discount
Tier 1	1,000–10,000	10% off list price
Tier 2	10,001+	20% off list price

Key rules:

• Volume tiers reset on the 1st of every month

• Discounts apply automatically

• Categories and markets are calculated separately

Pricing Accuracy and Updates

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

• Check the Client Hub

• Review pricing update emails

• Contact Support for personalised guidance

• Refer to Meta’s official Rate Cards and Volume Tier Tables

Also see Latest Meta Pricing Updates