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Messaging & Templates

What is a Conversation?

A conversation in WhatsApp Cloud API is defined as a message thread between a business and a customer. A conversation lasts 24 hours, either initiated by the customer or business. Once a message is delivered from the business to the customer (either a template or a reply message), the conversation is considered "open."

Customer Service Window

Open Service Conversations: When the business responds to a customer's message within the 24-hour window, the conversation opens, allowing free-form responses (without pre-approval) for any content.
Template Messages: These can also be sent within the 24-hour customer service window. However, if a template message is sent, the business is charged for opening a BIC (business-initiated conversation), even if a service conversation is already open.
After 24 Hours: After the 24-hour window closes, businesses can no longer send messages freely. They must use pre-approved message templates to initiate any conversation.

Types of WhatsApp Conversations

User-Initiated Conversations (Service Conversations)
Business-Initiated Conversations

User-Initiated (Service) Conversations

Definition: A user-initiated or service conversation begins when a customer sends a message to the business. The 24-hour service window starts as soon as the business receives a message from the customer.
How to Start a Service Conversation:
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Reply to the customer’s message within 24 hours to open a service conversation.
The business pays for the service conversation opening. After opening, the business can send free-form messages without additional charges, unless a template message is used.
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Business-Initiated Conversations

Definition: A business-initiated conversation is one where the business sends the first message to the customer.
How to Start a Business-Initiated Conversation:
A business can only initiate a conversation by sending a pre-approved message template, which Meta has sanctioned to prevent spam.
Categories of Business-Initiated Conversations:
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Utility Conversations Used for fulfilling specific, agreed-upon requests or transactions. Example:
Managing opt-ins.
Confirming orders.
Providing account alerts and updates.
Authentication Conversations Used for authenticating users, such as verifying accounts or assisting with account recovery. Example:
Account verification.
Password resets.
Login assistance.
Marketing Conversations Used for engaging customers and promoting products or services. Example:
Sharing promotional offers.
Updating information.
Invitations for customer interaction or action.

Pricing for Conversations

Businesses are charged for each conversation initiated within the 24-hour window, with separate charges for user-initiated and business-initiated conversations.
Template messages, even within the customer service window, will incur a charge for opening a BIC.

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