From June 1, 2023, WhatsApp Business users will be charged based on the 24-hour conversation window, with different rates depending on the type of conversation. There are four main categories: Business Initiated Conversations (Utility, Marketing, and Authentication) and Service Conversations.

Business Initiated Conversations occur when a business starts a message to a user. These messages require pre-approved templates and an active opt-in from the user. Utility Conversations are used for transactional messages, such as confirming or modifying transactions, subscriptions, or other agreements. Marketing Conversations include promotional content like offers, invitations, updates, and requests for user actions, such as completing a purchase or survey. Authentication Conversations help businesses verify users through one-time passcodes (OTPs) for login or transaction validation, often occurring during the login process. Businesses can send rich media in these categories, including text, images, videos, documents, and interactive buttons like quick replies and list messages.

Service Conversations are initiated by the user and occur when a business responds to a user’s message. These conversations are free within the 24-hour window and have no limit on the number of messages exchanged. Businesses can send text, images, documents, videos, and audio files. There’s no need for opt-ins or pre-approved templates in Service Conversations, making them ideal for ongoing customer service communication.