WhatsApp Business API Template Messages
Starting July 1, 2025, WhatsApp will charge for each template message delivered. Previously, the fee was charged for conversations.
Charging Features
- A fee is charged immediately after a WhatsApp template message is successfully delivered.
- The cost differs for subscribers in different countries and depends on the template category used: marketing, utility, or authorization.
Delivery and Billing Details for WhatsApp Template Messages, Taking TTL into Account
WhatsApp template messages are delivered within the message's time-to-live (TTL), which is determined by Meta's default rules.
Message Delivery Time in Channels (TTL)
By default, the TTL for WhatsApp template messages is 30 days from the time of sending; however, depending on the template type (e.g., authorization), it may be shorter. In edna Pulse, you can also configure the template’s TTL within the limits set by Meta.
How to Create a WhatsApp Operator Template and Submit it for RegistrationIf a message is delivered within 30 days, you will be charged and funds will be deducted—even if you have already stopped using edna Pulse or disabled the integration.
We recommend taking this into account when planning to disable the integration or stop sending messages.
Practical case example
- In March, the client sent WhatsApp template messages with a TTL of 30 days.
- The client then disabled edna Pulse and stopped sending broadcasts.
- Some recipients were unavailable on WhatsApp at the time of sending.
- Over the next 30 days, Meta continues to attempt to deliver messages to recipients on WhatsApp.
- Once the messages are actually delivered, Meta charges for them, so charges may continue to be deducted in edna Pulse.
Message Template Categories
| Template | Category | Objective |
|---|---|---|
| Marketing | MARKETING | Call to action and send advertisements, special offers, news, or any other template messages to customers that don’t fall under the categories of service or authorization messages. |
| Utility | UTILITY | Send customized notifications or requests to customers. These notifications can be about order status, payments, money transactions, or other financial transactions. |
| Authentication | AUTHENTICATION | Send one-time passwords or access codes to customers. |
Read more about template categories:
Which messages are free of charge?
- The company may respond to all incoming customer messages free of charge.
- The company can also send service template messages free of charge within an open chat window with the customer — that is, within 24 hours of the customer’s last message.