WhatsApp Pricing And Billing

Overview of WhatsApp billing

WhatsApp messaging is billed by Meta, not by Serlzo. Your Serlzo plan covers the platform - building broadcasts, workflows, and templates - while every message that leaves your account is charged separately at Meta's rates.

Charges are per delivered message. A message that fails to deliver isn't billed, and rates vary by the recipient's country and by the category of the message you send.

Because pricing is per message rather than per conversation, you only pay for what you actually send: free-form service replies cost nothing, and a contact who never receives a template never appears on your bill.

July 2026 pricing update

The rate changes and new named markets below take effect with July 2026 billing. They're already reflected in the full rates table further down.

Message-based pricing

Meta sorts every message into one of four categories, and the category decides the rate. Serlzo sets the category when you pick or submit a template.

Each message is charged on its own. If you send one marketing message and one utility message to the same contact, that's one charge in each category.

Service conversations

When a contact messages you, a 24-hour customer service window opens. Inside that window you can reply with free-form messages at no cost, which is why answering conversations from Inbox doesn't add to your bill.

Utility templates sent inside an open window are also free. Marketing and authentication templates are charged whether the window is open or not.

Once 24 hours pass without a new message from the contact, the window closes. To reach them again you have to use an approved template, charged at its category rate.

Free entry point conversations

If someone reaches you by tapping a Click to WhatsApp ad or a Facebook Page call-to-action button, and you respond within 24 hours, a free entry point conversation opens instead.

That window lasts 72 hours, and every message inside it - any category, template or free-form - is free. Driving first contact through those entry points is the cheapest way to start a conversation.

Messaging rates by market/country

Rates are per delivered message and depend on the recipient's country, not yours. Service messages are free in every market.

WhatsApp calling pricing

Calls you place to a customer are charged per minute, metered in 6-second pulses, at the rate for the destination market. Calls a customer places to you are free.

Business-initiated calling isn't available in Egypt, Nigeria, Turkey, Vietnam, the United States, or Canada.

What you're charged for in Serlzo

Broadcasts are the main driver: a broadcast to 1,000 contacts is 1,000 charged messages, priced by category and by each recipient's country. Test sends are charged the same way as real ones.

Workflow messages follow the same rules. A WhatsApp step that fires outside an open window sends a template and is billed; a step that lands inside an open window may be free.

Replies you type in Inbox are service messages and cost nothing, as long as the conversation is still open.

Keeping costs down

Segment before you send. Filtering a list down to the contacts who will actually act on a campaign costs less than broadcasting to everyone, and protects your sender quality rating.

Use the right category. Sending an order update as a utility template rather than a marketing one is cheaper and less likely to be blocked by a contact's marketing opt-out.

Answer promptly. Replying while the 24-hour window is still open keeps the conversation free instead of forcing a paid template later.

Check your current rates

Meta updates country rates periodically, so the price you paid last quarter may not be the price today. Your account's billing settings at serlzo.com show your current usage and charges.

If a charge doesn't look right, reach the Serlzo team from the live chat bubble in your dashboard with the broadcast name and the date - we can walk through the message-level breakdown with you.

Frequently asked questions