Under the previous conversation-based model, one fee opened a 24-hour conversation and covered every message inside it. Since July 1, 2025, Meta instead bills each delivered template individually, which makes cost a direct function of how many templates you send and how they are categorized.
What determines the price. Every template is classified by Meta as marketing, utility, or authentication during review. Marketing carries the highest rate, and all rates vary by the recipient's country calling code, so the same campaign costs different amounts in different markets.
What stays free. Free-form replies inside an open customer service window are not charged, utility templates delivered inside that window are free, and every message sent within a free entry point window opened by a Click-to-WhatsApp ad is free for 72 hours.
Volume discounts. Utility and authentication templates qualify for tiered discounts based on monthly delivered volume per market; marketing templates do not.
The practical consequence: consolidating several updates into one well-designed template, timing sends while windows are open, and keeping promotional copy out of transactional templates all reduce spend directly.
Why it matters for brands
Cost control moved from counting conversations to message discipline. Brands that architect flows utility-first and reply while windows are open pay materially less than those that push every touchpoint as a marketing template.