Prices, plans and payment options

360dialog only charges the monthly license fee for each hosted number. All customers have to pay Meta Conversation fee depending on the number of conversations transferred through 360dialog (no mark-up).

We don't charge any extra cost per conversation or message, the Conversation fees are only passed through. These costs are also paid to 360dialog, and 360dialog pays Meta. If the number is registered for any other 360dialog products such as Measurement, these will be paid separately.

Prices per license

Our pricing is based on the monthly license fee per phone number. Incoming and outgoing WhatsApp Session Messages are always free and unlimited - we never charge any extra cost on top of Meta fees per conversation.

We have different types of Licenses Plans with different features available, you can find our Pricing table here (at the bottom of the page).

New accounts created from Integrated Onboarding are always placed on Regular Plan. To create accounts in the Basic Plan, use the specific API endpoint described here.

Messaging throughput

Under ideal conditions, accounts with Cloud API hosting can handle up to 80 messages per second. Ideal conditions include your webhook responding in less than 200ms and having sufficient technical resources to ensure optimal performance.

High Throughput with Cloud API

If you need to process over 80 messages per second, we offer an upgrade option. When upgraded to High Throughput Plan, a number can process up to 1000 messages per second. For this upgrade, your number needs to already be in the Premium Plan. Please contact our support team for more information, as well as price.

Please note that this upgrade will only be applied to the processing capacity of 360dialog. For a number to be able to process up to 1000 messages per second, the limits also need to be raised on the Meta setup.

We strongly advise clients expecting peaks of messages or planning campaigns to upgrade to High Throughput Plan immediatelly, even if the number hasn't reached the criteria below.

Eligibility Requirements on Meta Setup (360dialog upgrade required on top of this)

The number will be automatically upgraded on the Meta infrastructure upon meeting the following criteria:

• The business phone number must be able to initiate conversations with an unlimited number of unique customers in a rolling 24-hour period.

• The business phone number must be registered for use with Cloud API. If the number is registered for use with On-Premises API, it must be migrated to Cloud API first.

• The business phone number must have a Medium quality rating or higher.

If a business requires higher throughput and has not reached the unlimited tier, please follow the existing quality messaging process to increase the limit and thus achieve higher throughput. See Messaging Limits for more details.

Note that to upgrade messaging throughput after Meta's approval, changes on the 360dialog infrastructure are necessary. If you are planning a messaging campaign that requires higher throughput, please contact our Support Team.

API Rate limit per WABA

Each WABA has an API call count rate limit. Each API call made to any of WABA Phone number (i.e. the WhatsApp Management API, or any of its edges, such as the /messages endpoint) counts against this limit.

The current limit 11,880,000 API calls per rolling-hour for a given WABA. However, that this is a maximum threshold; actual capacity may be less due to additional request types (e.g. mark as read or media requests) that can add on top of this limit.

That means, a single WABA could only hold 3 high throughput phone numbers, if the phone numbers fully utilize their high throughput (sending 1k m/s). For a WABA managing 50 numbers, for example, this allocation translates to no more than 66 requests per second per number.

It's important to note that API call distribution operates on a first-come, first-served basis. Consequently, some phone numbers may consume more resources, while others receive fewer or none, particularly during periods of high demand. For this reason, we advise separating high volume phone numbers in different WABAs. Refer to our documentation to learn how to Migrate a phone number to a new WABA.

If you reach the limit, the API will respond with error code 400 Bad Request including error code 80007. See Error Codes.

When the limit has been reached:

• Stop making API calls. Continuing to make calls will continue to increase your call count, which will increase the time before calls will be successful again.

• Switch to other WABA and come back to this account later.

• Spread out queries evenly between two time intervals to avoid sending traffic in spikes.

• Use filters to limit the data response size and avoid calls that request overlapping data.

See our documentation for Best practices for designing Integrations.

[Will be deprecated] On-premise hosting

Meta has made the Cloud API the standard WhatsApp Business API version. It is a more scalable and reliable option than the legacy one (On-premise API).

Cloud API currently has 99.9% uptime and <5 seconds p99 latency. You can see the Cloud API latency directly on Meta Status Page.

Meta has announced a roadmap to sunset the WhatsApp On-Premise API. Therefore, we recommend all Partners who have not already done so to accelerate the transition to Cloud API.

From January 2024, all new features are now only launched in Cloud API. There will be no new features in On-Premise API versions, which will only contain bug fixes. This means that for any errors, using Cloud API will be the main solution.

From May 15, 2024, we will not allow new numbers to be registered for the WhatsApp On-Premise API.

Effective October 2025, Meta will be sunsetting access to the WhatsApp Business Platform using On-Premise hosting. By that date, all numbers registered with 360dialog should be using the Cloud API.

Message throughput with On-premise hosting

On-premise accounts with a high volume of simultaneous messages need more complex infrastructure to allow for a seamless process of these messages. To increment an account's infrastructure, we can add more cores (or shards), which increases its capacity to process higher messages simultaneously. Please note that the standard setting does not prevent messages from being sent or received above its capacity - these messages will only take longer to arrive.

Regular and Premium accounts with On-premise hosting can process up to 25 messages per second.

We have two on-premise hosting plans for High volume accounts available: Half-scale with 16 Shard Multi-connect setup (which processes up to 120 messages per second) and Full-scale with 32 Shard MultiConnect setup (which processes more than 120 messages per second). These plans also include Premium Plan benefits, please refer to the pricing table for information.

On-premise WhatsApp Business API cannot process more than 250 messages per second by default, even with the full-scale setup. Here is the Meta documentation highlighting this information.

An account can only be upgraded and downgraded after a period of 30 days. If you are planning a high-volume campaign, for example, please note that you will need to request the upgrade at least 7 days before the campaign is active and will only be able to downgrade after a full month has passed. The upgrade and downgrade processes can generate downtimes, so please also prepare for that.

What is the difference between On-premise hosting in Regular and Premium Plan?

The Premium Plan offers a more stable server with higher SLAs.

How to check the current plan of a number

If you have Direct Payment, the subscription plan of a channel/number is shown in "Account Details" and further detailed under the "Billing Information" section in the 360dialog Hub.

How to upgrade

Users can access the plan change functionality within the WABA Management App in the 360dialog Hub by clicking on the "Change Plan" button.

Clients will receive immediate access to all upgraded plan features upon selection. For Direct Paid clients, the corresponding license fee will be charged to their attached payment method at the time of the upgrade.

Partner Paid Clients can request their Partner to handle plan changes. Partners have access to the Plan Change tool and can assist in this process. If needed, please contact our support team anytime.

Independently of the payment type (direct-paid or partner-paid) downgrades can be done 30 days after the last upgrade or downgrade.

Downgrades to Basic Plan

Please be aware that a downgrade to Basic Plan will be prevented if (1) the number is not yet on Cloud API, or (2) the Partner is not enabled for Cloud API.

In such cases, the client will be prompted to change hosting types of their account to Cloud API or will be informed that the downgrade is not possible until their current Partner enables the Cloud API functionality.

Meta Pricing: Conversation-based Pricing

Clients only pay for the conversation and can send as many messages as they need in a 24-hour session, even if the user doesn't respond.

You can see more information about Conversations charges here.

Billing start and end

License fee billing will begin as soon as the WhatsApp Business API stack is deployed. The stack is deployed immediately after the Signup is completed.

Canceling your license will queue the number for deletion. Please note, it is not an instant deletion. The status of the number will be changed to “Pending deletion”, while the number is in the stage, it can still send and receive messages as normal. The number will be permanently deleted at the end of the notice period (at the end of the next month), and billing will stop at that point.

Payment options

We offer two payment options: Direct Payment (when the client pays for their license fees and conversation fees directly to 360dialog) or Partner Payment (when the partner is responsible for paying on behalf of all clients. This option requires a signed contract).

All payments (both license fees and conversation fees) are made either only through a partner for all clients, or each client separately and independently. It’s impossible to use different types of payment for the license and conversation fees.

A single partner can, though, have two different Partner Hubs: one with the Direct Payment setting and one with the Partner Payment setting. This way, it's possible to choose which client the partner will be responsible for paying on behalf of and which client should pay directly to 360dialog.

Direct Payment

With this option, each client pays license fees and conversations fees to 360dialog directly. A partner charges for their product/integration separately.

Please see details about Direct Payment options and management in this specific documentation.

Partner Payment

With this option, the Partner pays for all license and conversation fees of the channels associated with their Partner Hub.

Credit Card Payment (Partner Hub Billing System)

When paying with Credit Cards, Partners must use the Partner Hub Billing System. See how here.

We will monthly invoice the license fees charges in this credit card.

For conversation usage, you will be charged according to the following rules.

• If you have a remaining amount from any previous usage invoice, we will use it to set your initial balance. To guarantee your service is not disrupted, we will ensure you have at least 500 EUR/USD as an initial balance, so we may trigger a charge for the first time.

• From that moment, every conversation of numbers registered under your Partner Hub will be deducted from the balance.

• Based on the recharging settings configured on the Billing Portal, we will charge the respective amount on the registered card when the balance falls below the threshold (default is 100 EUR/USD). If the balance does not drop below the threshold, no charges will be issued.

You can manage the recharge settings by using the Balance, Auto-renewal Threshold and Auto-renew Amount features in the Partner Hub Billing page. See how to configure this here. This means that you can add balance manually or define other rules for automatic recharge.

When the balance is less than or equal to 0, an attempt to payment is initiated. We will charge the registered card the negative balance (amount due) plus the auto-renew recharge amount.

If we are unable to charge the registered card within a maximum of 7 days after the balance becomes negative, all the channels registered under this Partner Hub are blocked and unable to send messages. No invoice will be issued if the payment fails.

During the period of account blockage, end customers will receive the following API webhook response:

"Could not send message due to lack of payment. Messaging can resume once overdue invoices towards 360dialog are settled. Please reach out to your integration partner."

When invoices are paid and the outstanding amount received is confirmed by our Finance Team, we will unblock the account and balance will be restored. Please note that this isn't an instant process, so you must ensure 360dialog invoices are paid on time and within the due date, plus to have enough balance to cover for CPB expanses. If you have any questions, our Support Team is available for assistance.

If balance is not added, end customers won't be able to use their WhatsApp Business channels.

Read the full FAQ about Prepayment Balance terms here.

Payment via Credit Card incurs a fee of 4%.

Bank Transfer Payment (Zoho)

Partners with payments via Bank Transfers receive invoices to the email address specified as the financial contact in the Partner Agreement. They can proceed with payment via link provided in the invoice.

You will receive the following invoices every month:

• New licenses: One invoice with license fees for numbers activated in the past month, with the pro-rata amounts based on the day the account was created. This means we are only charging for the period after the stack has been created, not for the whole month. This invoice will be issued on the last day of the month with the invoice date as the last date of the respective month.

• Active licenses: One invoice with license fees for numbers activated in the previous months. Please note that such invoices are generally issued in the first week of every month with the invoice date as 1st of the Delivery Month. If the partner has 100 or more billable channels, an excel file is included to the email containing the billable numbers, instead of mentioning them on the invoice.

• WhatsApp Usage Fees and Prepayment: One invoice with conversations fees usages. This invoice will state conversations by client and charges for the same. We also include a prepayment in this invoice, the conditions of which are included in the contract. The prepayment is calculated by partner and not by client, and is added as a separate line item at the end of the invoice. An invoice is issued at the end of each month, balancing the actual usage against the existing prepaid credit plus charging a new prepayment for the next month.

For international wire transfer payments, Partners are responsible for bearing all bank charges on their own. Payment via PayPal incurs a fee of 6%. To avoid transaction fees, we offer SEPA payment within the EU.

Reports for Partner Payment

Every Partner Payment invoice is sent with the following reports attached:

• Client WhatsApp Usage Fees summary on a WABA basis: This report comes from the same source as our invoice (Meta), so it should be used as main source of information

• Report of daily conversations per phone number: Since a few partners also report on phone numbers, we can provide the daily conversations information per phone number. This report is generated based on our database and not Meta, so it could have small discrepancies to the first report.

This step is aimed at providing a seamless and convenient invoicing experience tailored to our Indian partners' needs. Below are the details and the process to migrate to the new currency.

Billing currencies

As a standard, partners are billed in USD. The following extra options are available.

EUR

We offer EUR billing for partners in Europe. The prices and terms are the same as in USD.

INR

Billing in INR is coming for partners in India. Please wait for more information.

Change currency

If you are being billed in one currency but wants to change to another one, please reach out to our support team providing the following details:

Business Information

1. Who will sign the contract?

2. Full name of the signatory:

3. Email address of the signatory:

4. Designation of the signatory:

5. Main point of contact:

   1. Name:

   2. Email address:

6. Finance point of contact:

   1. Name:

   2. Email address:

Company Information (Official Registered Address for Legal and Billing - Not Correspondence Address)

1. Legal company name:

2. Phone number:

3. Registered company address:

4. Country:

5. Company Registration number:

6. Company CEO/MD Name:

Company Information (Correspondence or Public Information):

Please specify if you have a different brand name, local address, or correspondence address.