WhatsApp Conversation (Billing Window): Definition, Meaning & Guide for Indian Businesses

On WhatsApp Business API, billing is per 24-hour conversation window, not per message. Within one conversation you can send unlimited messages.

What is WhatsApp Conversation (Billing Window)?

Meta charges WhatsApp Business API usage per Conversation, where a Conversation is a 24-hour window between you and one customer. The window opens when you successfully deliver a message to the customer (or they message you, in some cases). Within that 24 hours you can send as many messages as you want — only ONE charge applies. There are four conversation categories with different rates: Marketing (highest), Utility, Authentication, Service (lowest, used when the customer messaged you first). Plan your customer journeys so multiple touchpoints fit inside one 24-hour window; this reduces cost dramatically for Indian SMBs running high-frequency communications.