Starting July 1, 2025, WhatsApp has shifted from conversation-based pricing to per-template message pricing.
What’s Changing?
Billing will now be per template message delivered, instead of per 24-hour conversation.
Applicable to Marketing, Utility, and Authentication template messages.
Service messages are completely FREE.
Utility messages delivered within an active customer service window remain FREE.
Q. What is a Customer Service Window?
When a user sends you a message, a 24-hour support window begins. Each new message from the user resets this window.
During this window, you can respond freely without additional charges and send any free-form messages.
Also, utility templates delivered within this window won’t be charged.
Note: Utility messages delivered outside the customer service window will incur standard utility message charges.
Q. What Are WhatsApp Template Messages?
Template messages are pre-approved, structured messages used to reach users proactively. These messages fall under four categories:
Marketing
Utility
Authentication
Service (User-initiated)
1. Marketing WhatsApp Template message
Marketing WhatsApp templates are all about grabbing attention and promoting offers, informational updates, abandoned cart reminders, discount coupons or invitations for customers to respond or take action. Any message that doesn't fall under the utility or authentication categories is considered a marketing template.
Businesses engaging in marketing conversations will be charged at a rate of ₹0.88 per message delivered (INR)
For messaging users outside India, check country-wise WhatsApp conversation pricing
Example: "Hey there! We're thrilled to offer you a 30% discount on our new collection. Hurry, this offer ends soon! Reply with 'YES' to claim your discount."
2. Authentication WhatsApp Template message
Authentication WhatsApp templates play a crucial role in ensuring the security and integrity of user accounts. This Conversation category enables businesses to authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).
These messages involve multiple steps and help businesses verify the identity of their users. The cost for each authentication message is ₹0.125 per message delivered (INR)
For messaging users outside India, check country-wise WhatsApp conversation pricing
Example: "1024 is your authentication pin. Kindly add this to log in to your AiSensy account"
3. Utility WhatsApp Template message
Utility WhatsApp templates are designed to facilitate specific requests or transactions that users have initiated or to provide updates related to ongoing transactions. This category includes post-purchase notifications, order confirmation, delivery updates, recurring billing statements, and other transaction-related information.
Each utility template comes with a charge of ₹0.125 per message delivered.
For messaging users outside India, check country-wise WhatsApp conversation pricing
Example: "Great news! Your recent order has been shipped and is on its way to you. You can track your package using the provided tracking number. We appreciate your business!"
4. Service WhatsApp Template message
Service WhatsApp templates revolve around user-initiated inquiries and aim to provide exceptional customer support and assistance.
Whether users have questions, concerns, or require help, businesses are there to resolve their queries promptly.
All user-initiated conversations fall under the service conversation category.
Effective 1st November 2024, user-initiated or service messages are FREE for all businesses.
Example: "Hello! How can we assist you today? Our dedicated support team is here to help resolve any issues or answer any questions you may have."
Each category now has its per-message pricing, based on the user’s country.
Category | Description | Price per Message (INR) |
Marketing | Promotions, offers, product updates, and reminders | ₹0.88 |
Utility | Order updates, payment reminders, and delivery info | ₹0.125 |
Authentication | OTPs, account logins & verifications | ₹0.125 |
Service | Support messages replied to within 24 hours of the user’s message | FREE |
For messaging users outside India, check country-wise WhatsApp conversation pricing
Comprehensive Example
Let’s say a customer messages you at 10:00 AM on Monday.
You reply to the customer from AiSensy's Live Chat at 10:05 AM with a normal message (not a template) — ✅ Free (within the 24-hour customer service window).
The customer replies to you at 10:30 AM — The Customer service window now refreshes, and you can now send the customer any normal message or a utility template till Tuesday 10:30 AM without any charge
You reply at 11:15 AM with an order status (utility message) — ✅ Free (within the 24-hour service window).
You send a marketing template to the customer at 4:00 pm — You'll be charged the price per marketing message according to the recipient's country (₹0.88 per message for Indian recipients)
You send another reminder (utility message) at 5:00 PM the same day — ✅ Still free.
But if you send a follow-up utility message at 11:40 AM on Tuesday (after 24 hours of no reply from the user) — ⚠️ You will be charged for that utility message according to the recipient's country (₹0.125 for Indian recipients)
How to recharge WhatsApp Conversation Credits on AiSensy?
Watch this video to learn how you can recharge WhatsApp Conversation credits on AiSensy:
Note: You get ₹50 worth of WhatsApp Conversation Credits when you signup on AiSensy. These can only be used to send broadcast to up to 9 users in one go. To send messages to more people, you must recharge your WCC Balance.
Q. When are conversation credits charged?
Whenever a message delivers to the end-user, the business needs to pay for a conversation.
Effective 1 July 2025, WhatsApp now charges for per template message delivered.
What does the updated WhatsApp Conversation pricing mean for AiSensy users?
Are you wondering how the updated WhatsApp Conversation pricing will affect you if you're using AiSensy?
Well, not much exactly!!
All that's changing is the way WhatsApp charges you.
You need to be mindful of picking the correct messaging category while creating template messages in AiSensy. Also, make sure that the content of your template message doesn't contradict the messaging category.
E.g. If you pick Utility Conversation category but add a promotional text in it, the submitted message will get approved under marketing & you will be charged for a marketing message.
Rest everything stays the same.
Q Why do I see a Low Conversation Credit Message?
Whenever the conversation credits are less than 10₹(for INR pricing)/ 1$ (for USD pricing), you need to recharge the conversation credits to send messages. Without recharging, you will be restricted to:
Intervene and send new messages to users
Create new Broadcast campaigns
Trigger API campaigns
Note: A minimum of 10₹(for INR pricing)/ 1$(for USD pricing) in required to keep chatbots & automation working.
Q How do I recharge Conversation Credit?
If you are a project owner, you'll see a similar section on the Dashboard page or in the Billings section as shown in the above image.
** Agents/Managers can contact the project owner for the recharge.
Q Why do I need to separately recharge Conversation Credits apart from platform pricing?
Charges for WhatsApp Conversation Credits (WCCs) are levied directly by WhatsApp, acting as their main source of revenue from the WhatsApp Business API.
But, there's another separate cost charged by the WhatsApp partner for providing you the platform, services & assistance so that you can use the WhatsApp Business API for your organisation.
You can start with the AiSensy Platform for as low as Rs 1500/ month for the Basic Unlimited users' plan. Kindly note that the WhatsApp Conversations charges are separate from the AiSensy Plan.
There's also a Pro-plan that costs Rs 3200/ month which includes all features of the basic pan & offers additional features like Broadcast Scheduler, Click-tracking (upcoming), Campaign Budget & up to 100 Tags & 20 Attributes. Kindly note that the WhatsApp Conversations charges are separate from the AiSensy Plan.
You get ₹50 worth of WhatsApp Conversation Credits when you sign up on AiSensy. These can only be used to send a broadcast to up to 9 users in one go. To send messages to more people, you must recharge your WCC Balance.
Explore features included in both pricing plans here.
Is there any WhatsApp Business API procurement fee for a brand/business?
No, AiSensy doesn’t charge a single penny to procure the WhatsApp Business API for a Brand/Business. The Businesses can procure the API completely Free through AiSensy.
Do I need to pay for the WhatsApp Green Tick (now Blue Tick)?
There is no extra charge for the Green Tick. You can apply for the Green Tick once you are eligible for it through AiSensy, free of charge.
Is there any monthly maintenance fee for the API?
There is no monthly WhatsApp Business API maintenance fee with AiSensy. There is just the AiSensy platform fee.
No hidden/ extra costs.
Is there any Live Agent Dashboard Fee in AiSensy?
You get 1 Owner + 5 FREE Agent Logins included in Basic and Pro plans. Need more agents? Easily add as many as you'd like for just ₹750/month per additional agent!
Do I need to pay for messages sent?
Yes! Besides the AiSensy platform fee, WhatsApp charges for each message delivered to the customers.
We have a dedicated article to help you understand WhatsApp template message pricing. Check it out here
How can I use the R50 WhatsApp Conversation Credits (WCC) balance I received when I signed up?
WhatsApp Conversation Credits are needed to send messages to your customers on WhatsApp. These credits are charged directly by Meta. You get ₹50 worth of WhatsApp Conversation Credits when you sign up on AiSensy. These can only be used to send a broadcast to up to 9 users in one go. To send messages to more people, you must recharge your WCC Balance.