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.
Meta Windows
Customer Service Window
Within a 24-hour window after a customer sends you a message
After the 24-hour window closes.
Support replies, appointment reminders, order confirmations.
Free Entry Point Window
Within a 72-hour window after a user clicks a Click-to-WhatsApp Ad or Facebook/Instagram Page CTA (Android/iOS)
After 72 hours.
Chats started from ads or “Message Us” buttons on Meta pages.
Free messages do not consume the prepaid credit balance and are not counted toward monthly volume tiers and discounts.
Free vs Billed Template Messages
Marketing
Inside a Free Entry Point.
Outside a Free Entry Point
Promotions, re-engagement, campaign follow-ups.
Utility
Free inside Customer Service Window and Free Entry point
Charged outside Customer Service Window and Free Entry point
Payment confirmations, shipping updates, appointment reminders.
Authentication
Fnside a Free Entry Point.
Outside a Free Entry Point
OTPs, password resets, login verifications.
Learn more about Templates & Messages
Volume Tiers and Discounts
Meta automatically applies lower rates for Utility and Authentication templates once certain monthly thresholds are reached per market and category.
Tier 1
1,000–10,000 charged messages
10% off list price
Tier 2
10,001+ charged messages
20% off list price
Volume tiers reset 1st of each month.
Pricing is current and subject to updates from Meta or 360dialog—check the Client Hub and associated emails for the latest updates, or contact Support for personalised assistance.
Meta may adjust rates in certain markets. Always refer to the official Rate Cards and Volume Tiers for the most accurate pricing.
Also see Latest Meta Pricing Updates
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