WhatsApp Business Rates: January 2026
Understand how rates work for sending messages outside the 24-hour window using Marketing, Utility and Authentication templates.
Brazil Rates
Price per message (USD)
Price Table 2026
Rates charged by WhatsApp/Meta, not by TalkAll
How WhatsApp rates work
WhatsApp Business API uses a conversation and template-based billing model.
24-hour window
When a customer sends a message, you have 24 hours to reply freely. After that period, you need to use an approved template to restart the conversation.
Pre-approved templates
Templates are structured messages approved by Meta. When registering, Meta defines the appropriate category according to the content and their policies.
Template charging
Templates are charged whenever sent, inside or outside the 24h window. Exception: some Utility templates are free within the window.
The 24-hour rule
WhatsApp Business API operates with a 24-hour window for free replies. Understand how it works:
Customer starts conversation
When the customer sends a message, a 24h window opens
Within 24h: Free replies
You can reply freely at no cost. Templates are still charged.
After 24h: Template required
To restart the conversation, you need to use an approved template
Conversation timeline
Customer message
Starts 24h window
0-24h: Free replies
Templates are still charged
Window expires
After 24 hours without interaction
Template to restart
Template Categories
WhatsApp classifies templates into three categories, each with different purposes and prices.
Marketing
All commercial communication: customer prospecting, commercial contact follow-up, promotions, offers and campaigns. If the goal is to sell or generate commercial interest, it's Marketing.
Usage examples:
Utility
Useful information for the customer: order updates, appointment confirmations, delivery alerts. The focus is providing service, not selling.
Usage examples:
Authentication
Verification codes, two-factor authentication and identity confirmation.
Usage examples:
Meta defines the final category
When registering a template, Meta analyzes the content and defines the most appropriate category according to their policies. This means a template may be reclassified to a different category than you initially chose. For example, if the content has commercial tone, it will be classified as Marketing, even if you selected Utility.
How to configure payment
To send templates outside the 24h window, you need to register a payment method in Facebook Business Manager.
Accepted methods
For paying rates
- International credit card
- Visa, Mastercard, American Express
- PayPal in some regions
Important
Rates are charged directly by WhatsApp/Meta in US dollars (USD). TalkAll does not intermediate this payment.
Creating templates in TalkAll
TalkAll makes it easy to create and manage templates for your WhatsApp Business.
Create the template
Access the Templates section in TalkAll and create your message with customizable variables
Wait for approval
Meta analyzes the template within 24h. You will be notified when approved
Send messages
Use the approved template to start conversations or re-engage inactive customers
Frequently asked questions
Are templates charged within the 24h window?
Yes. Marketing and Authentication templates are always charged, regardless of the 24h window. Only some Utility templates may be free when sent within the service window.
Who defines my template category?
Meta. When registering a template, you suggest a category, but Meta analyzes the content and may reclassify it. If the template has any commercial tone, it will be classified as Marketing.
What's the difference between Marketing and Utility?
Marketing ($0.0625): Prospecting, commercial contact follow-up, promotions, offers - any communication aimed at selling or generating commercial interest. Utility ($0.0068): Useful information for the customer like order status, confirmations and alerts - without selling intent.
Who charges these rates?
Rates are charged directly by WhatsApp/Meta. TalkAll is only the management platform and does not intermediate this payment.
Are free replies (without template) charged?
No. Within 24 hours after the customer's last message, you can reply freely at no cost. Charging only occurs when using templates.
How to create a template in TalkAll?
Access the Templates area in the TalkAll dashboard, create your message following WhatsApp guidelines and submit for approval. Meta analyzes within 24 hours.
Need help with templates?
Our team can help you create efficient templates and configure payment correctly.
Schedule demo