Billable vs. Non-Billable Messages

Some messages generate costs while others are free on the WhatsApp Business Platform.

Billable Messages

The only billable messages on the WhatsApp Business Platform are template messages. Templates must be pre-approved by Meta and are charged according to their assigned category.

Template Categories & Billing

• Marketing – Always billable, unless sent during a Free Entry Point window.

• Utility – Free inside a Customer Service Window, billable outside.

• Authentication – Always billable, unless sent during a Free Entry Point window.

Billing always follows the category assigned by Meta. If a template is approved as Marketing, it will be billed at Marketing rates, even if your intended use is Utility or Authentication.

For more details, see the Templates section.

Non-Billable Messages

Non-billable messages are free-form messages sent inside a Customer Service Window or during a Free Entry Point window.

Rules for Non-Billable Messages

• Only allowed inside an open Customer Service Window.

• Always free of charge when allowed.

• Blocked outside the Customer Service Window.

Examples of Non-Billable Messages:

• Text replies

• Images, videos, audio, voice notes

• Documents (PDF, Excel, Word, etc.)

• Location pins

• Contacts

• Interactive messages (buttons, lists, catalogs)

For more details, see the Message Types section.

Billable vs Non-Billable Messages

Message Type	Billable	Non-Billable
Marketing Template	✅ Yes (unless inside Free Entry Point)	❌ No
Utility Template	✅ Yes (outside Customer Service Window)	✅ Free inside Customer Service Window / Free Entry Point
Authentication Template	✅ Yes (unless inside Free Entry Point)	❌ No
Free-form Message	❌ No	✅ Free inside Customer Service Window / Free Entry Point

Need Help?

For any issues with Pix or Boleto payments, contact the 360Dialog Support Team via Partner Hub.