To build a relationship with the customer, you will need more than one message.
That’s why our pricing is based on each 24-hour session, so your business can deliver the fast service experience that customers are satisfied with.
Okay, here’s what you need to know:
There are two types of conversations you can have via WhatsApp Business, and each has a different price:
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Customer-initiated conversations: (These usually involve customer support inquiries or general assistance.)
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Business-initiated conversations: (Typically related to following up with the customer after a purchase.)
All conversations are measured in 24-hour sessions, and this is what the term “conversation” refers to throughout this document.
The 24-hour session starts the moment the business sends its first message to the customer, replies to their inquiry, or sends an approved message template.
How are charges calculated when the customer starts the chat vs. when the company does?
To better understand WhatsApp’s pricing system, let’s look at real-life examples of conversations started by the customer and others initiated by the company.
Example of a conversation flow and how it’s billed:
To explain the following examples, we’ll use a fictional WhatsApp user named Laila, a customer of the mock airline company “Saqr Airlines”.
We’ll also assume the existence of an online cosmetics store called “Al-Jouri”.
Laila prefers using WhatsApp to contact companies, seeing it as the fastest way to get service or information. Both Saqr Airlines and Al-Jouri know that WhatsApp is the preferred communication tool for their customers, so they are always ready to respond or send updates through it.
Customer-Initiated Conversations
Scenario 1: Customer support or technical assistance within a single 24-hour conversation session
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Laila messages the airline asking to confirm her flight booking. When the company replies, it is counted as a customer-initiated conversation.
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There’s no charge per individual message during the 24-hour session, and there are no limits on the number of messages exchanged during that time. This encourages the company to keep engaging until the inquiry is resolved.
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If Saqr Airlines sends a message after the 24-hour session ends, they will be charged for starting a new conversation, and they must use an approved template if 24 hours have passed since Laila’s last message. This will now count as a business-initiated conversation.
In this example, Laila got the information she needed, and Saqr Airlines will only be charged for one customer-initiated conversation.
Scenario 2: Customer support issues that require more than one 24-hour session to resolve
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Laila is waiting for a delivery from Al-Jouri, which didn’t arrive as expected, so she messages them. The moment they reply, it’s considered a customer-initiated conversation.
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After the first 24-hour session expires and the issue is still unresolved, Al-Jouri can continue the conversation without extra charges as long as they reply within 24 hours of Laila’s last message.
In this scenario, Al-Jouri will be charged for two customer-initiated conversations.
Scenario 3: A customer-initiated conversation followed by a business-initiated one using a message template
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Laila messages Al-Jouri to check her order status.
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A chatbot replies with the order details, marking the start of a customer-initiated conversation.
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The next day, more than 24 hours after her last message, Al-Jouri sends an approved message template to provide an update. This now starts a business-initiated conversation.
In this case, Al-Jouri will be charged for one customer-initiated conversation and one business-initiated conversation.
Business-Initiated Conversations
Scenario 4: Company sends a message template to start a conversation
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Saqr Airlines changes the flight time and sends Laila a message using a template. This begins a business-initiated conversation.
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They can send unlimited messages for the next 24 hours with no additional charge.
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If they want to send more messages after that 24-hour window, they’ll need to start a new conversation and will be charged again.
In this scenario, the two messages sent using templates within 24 hours are counted as one business-initiated conversation.
Scenario 5: Business-initiated conversation with a customer response, leading to one total conversation
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After a delivery, Al-Jouri sends a message confirming receipt and asking if the customer wants updates on future offers. This counts as a business-initiated conversation.
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Laila replies “yes”, giving her consent.
If Laila had replied after 24 hours, and her reply required a response from Al-Jouri, it would count as a new customer-initiated conversation.
Frequently Asked Questions
What is a WhatsApp conversation?
Conversations through WhatsApp Business API are classified into two types with different pricing:
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Customer-initiated (for general support or inquiries)
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Business-initiated (usually for follow-ups or updates)
All conversations are measured in 24-hour sessions, which start when the business sends the first message or replies to a customer’s inquiry using an approved message template.
Are all conversations paid?
The first 1,000 conversations per month per WhatsApp Business Account (WABA) are free.
Additionally, if a customer reaches out to a business using a click-to-chat button in Facebook or Instagram ads, that conversation is also free of charge.
When can businesses message without restrictions?
Within 24 hours of the customer’s last message.
If more than 24 hours have passed, businesses must use an approved template message to reopen the conversation.
(These templates are sent via Monjaz Chat and approved by WhatsApp on the same day.)
How are conversation charges calculated?
Charges are based on the customer’s phone number.
The prices differ between customer-initiated and business-initiated conversations, depending on the country or region.
Now that you understand how Monjaz Chat organizes the continuous flow of WhatsApp conversations—whether initiated by the business or the customer—it’s clear that using the WhatsApp API to manage business communication has become a necessity in today’s world.
Contact us to discover how Monjaz Chat can help you connect with customers via WhatsApp Business and deliver an exceptional customer service experience.
