Per-message pricing
Meta’s current billing model: you pay per delivered template message, priced by category and recipient country.
Since 1 July 2025, Meta bills per delivered template message rather than per 24-hour conversation. There is no window to amortise a price across any more — three template messages to the same person in an hour are three charges.
The price depends on the template category and on the recipient’s country, not on where your business is registered. A lot of advice still online describes the retired conversation-based model; treat any source that mentions "conversation pricing" as out of date.
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Related terms
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Conversation-based pricing
Meta’s retired billing model, where one charge covered a 24-hour conversation. Replaced by per-message pricing in July 2025.
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Template category
Marketing, utility or authentication — the label Meta assigns each template, which decides what it costs.
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Service conversation
A conversation started by the customer, in which your free-form replies are not billed.