WhatsApp message fees from Meta: what's charged and what's free?
Last reviewed: 2026-11-03 · Youssef Alsherief
The question that worries business owners most before official WhatsApp: “will I pay for every message?” No, not every message. Meta distinguishes between replying to a customer who messaged you and a message you start.
Customer-service replies
When a customer messages you, your replies within 24 hours of their last message are service messages — Meta doesn't charge for them. So a bot that answers questions and takes orders inside the chat doesn't cost you Meta message fees.
Your BotYalla plan includes a monthly service-message limit, shown on the pricing page.
Marketing messages
Any offer or campaign you start is sent as a marketing template, and Meta charges for each one. That's why it isn't inside any plan: in BotYalla you top up credit and pay for what you use, the cost is shown before sending, and messages that aren't delivered are refunded to your credit.
Utility templates and reminders
A message like an appointment reminder or order update sent after the 24-hour window closes must be a template Meta approves, and its price depends on the template type and Meta's current rules.
Messenger and Instagram
Meta doesn't charge for customer-service replies on Messenger and Instagram (replying within 24 hours of the customer's message), so the bot replies there with no extra message cost.
How to save
- Let the customer start: Click-to-WhatsApp ads, links and QR codes
- Send campaigns only to people who opted in — it also protects your number
- Send reminders while still inside the 24-hour window when you can
- Check the cost shown before every campaign