Businesses can only start a conversation with a customer via a Highly Structured Message (HSM). The cost of each HSM will be dependent upon the country code of the message recipient and will be similar to SMS pricing. For example, a customer with a +1 phone number will be charged the US price. Only HSMs delivered within 30 days of being sent will be charged for. The HSM price is based upon the price effective at the time you send it. Please note that prices are updated on a monthly basis.
We will not charge you for HSMs delivered more than 30 days after you sent them. We determine that a message has been delivered when WhatsApp servers process the delivery receipt of the message.
When a customer proactively reaches out to your business, all messages during the following 24-hour window, known as a Customer Care Window, will be charged at a reduced rate—this includes HSMs sent during this period. The 24-hour window is reset every time you receive an inbound message from the customer. Any message you send to that customer beyond the Customer Care Window must be an HSM, for which you will be charged for as outlined above.
You can find more details on our WhatsApp Business Pricing page.