WhatsApp now charges per Marketing template message sent, not per conversation.
If a customer replies to your template or sends you a message first, a 24-hour free messaging window opens.
During this 24-hour window, you can send unlimited free-form (non-template) messages for free.
Sending another Marketing template (even during the free window) will always be charged separately.
If a customer contacts you through a Click-to-WhatsApp ad or a Facebook/Instagram button (CTA), a 72-hour free messaging window opens.
During this time, you can send unlimited free-form and template messages for free as long as you respond within the first 24 hours.
In Boxly, WhatsApp automations (1 per stage) should be carefully planned to avoid unnecessary template charges.
What happens:
You send a Marketing template to the customer.
Cost: This is always chargeable.
What happens:
The customer responds to your message.
Cost: A 24-hour free conversation window opens. You can send unlimited free-form (non-template) messages for free during this window.
What happens:
The customer contacts you first (for example, by asking a question).
Cost: A 24-hour free messaging window opens immediately. You can send unlimited free-form messages for free. If you send a Marketing template within this window, it will be charged.
What happens:
You send another Marketing template while the free window is still open.
Cost:
This will be charged again.
Marketing templates are now always charged per message, even inside the free window.
What happens:
You send free-form (non-template) messages after the customer replies or after the customer messages you first.
Cost: Free for the full 24-hour window.
What happens:
You send a new Marketing template after the 24-hour window has closed.
Cost: This will be charged as a new paid message. If the customer replies again, a new 24-hour free window will open.
What happens:
The customer clicks on a Click-to-WhatsApp ad or a Facebook/Instagram call-to-action button to start a chat with you.
Cost: A 72-hour free messaging window opens immediately. During this time, all messages, including Marketing templates, are completely free. Important: You must reply within the first 24 hours to keep this free window open.
Click below to go to Meta’s Pricing on the WhatsApp Business Platform:
Meta’s WhatsApp Pricing Update
Reference Guide: the pricing explainer PDF outlines how WhatsApp charges, in PDF form:
Pricing Explainer PDFIn Boxly WhatsApp automations (1 per stage), each Marketing template message will now be charged individually.
If your customer replies or messages you first, you can follow up with free-form messages for free for 24 hours.
If the conversation starts from a Click-to-WhatsApp ad or a Facebook/Instagram button, you can message for free for 72 hours.
Carefully plan when and how to use Marketing templates to avoid unnecessary charges.
Connect WhatsApp Business
Connect your WhatsApp Business account to Boxly to send and receive WhatsApp Messages
Charges for conversations are based on the country calling code of the recipient WhatsApp phone number. The table below shows UK’s country calling code.
Markets | Calling Code |
UK | 44 |
Cost per message in GBP on the WhatsApp Business Platform, effective July 1, 2025
Market | Currency | Marketing | Utility | Authentication | Authentication-International | Service |
United Kingdom | £ | 0.0382 | 0.0159 | 0.0159 | n/a | n/a |
