(For LandinChat – WhatsApp Business API)
In WhatsApp Business API, a conversation is a 24-hour messaging window between your business and a customer.
This window is also called the customer service window.
WhatsApp (Meta) charges businesses per conversation, not per message.
Once a conversation starts, you can send unlimited messages within that 24-hour window without extra charges.
Understanding conversation types is critical to:
- Control costs
- Choose the right templates
- Avoid unexpected charges
What Is a WhatsApp Conversation? #
A WhatsApp conversation:
- Starts when a qualifying message is delivered
- Lasts for 24 hours
- Is categorized by purpose, not by platform (LandinChathas no control over this)
Meta defines and bills conversations.
Types of WhatsApp Conversations #
Meta categorizes conversations into three main types:
- Marketing Conversations
- Utility Conversations
- Service Conversations
Each type has different use cases and pricing.
1️⃣ Marketing Conversations #
Marketing conversations are business-initiated and used to promote or engage users.
If a message:
- Is promotional, OR
- Is not strictly transactional, OR
- Is not a direct reply to a user
…it is treated as Marketing.
Common Use Cases #
- Offers and discounts
- Product launches
- Re-engagement campaigns
- Welcome messages
- Announcements and invitations
Example #
You send a promotional template about a new offer.
➡️ A Marketing Conversation starts and lasts 24 hours.
2️⃣ Utility Conversations #
Utility conversations are business-initiated but strictly transactional.
They must be directly related to:
- A user’s action
- An order, payment, or subscription
- Account or service updates
No promotional content is allowed.
Common Use Cases #
- Order confirmations
- Delivery updates
- Payment receipts
- Appointment reminders
- Billing notifications
Example #
You send an order confirmation template after purchase.
➡️ A Utility Conversation starts and lasts 24 hours.
3️⃣ Service Conversations #
Service conversations are user-initiated.
They start when:
- A customer messages your business first
- There is no existing open conversation
These are primarily used for:
- Support
- Queries
- Clarifications
Example #
A customer messages you asking about a product.
You reply within 24 hours using free-form text.
➡️ A Service Conversation starts.
Important Conversation Charging Rules (Read Carefully) #
- You are charged once per conversation, not per message
- Multiple messages inside the same 24-hour window are free
- Charges apply when the conversation starts
- Meta decides the category based on the first qualifying message
What Happens If You Send Different Template Types in One 24-Hour Window? #
This is where most cost confusion happens.
Rule: #
Sending a template from a different category opens a new conversation and triggers a new charge.
Example Scenarios #
Scenario 1
- Service Conversation is active
- You send a Utility template
➡️ A new Utility Conversation starts and is charged
Scenario 2
- Utility Conversation is already active
- You send another Utility template
➡️ No new charge (same category)
Scenario 3
- Utility Conversation is active
- You send a Marketing template
➡️ A new Marketing Conversation starts and is charged
Why This Matters for Cost Control #
- One wrong template category = extra charge
- Mixing marketing content into utility messages increases costs
- Proper planning reduces conversation duplication
Meta charges strictly. There are no exceptions.
Key Takeaway #
- Conversations last 24 hours
- Charges are per conversation, not per message
- Category is based on message intent
- Switching categories = new charge
- LandinChatdoes not control billing logic
Understanding this saves money.
Frequently Asked Questions (FAQs) #
1. What exactly triggers a WhatsApp conversation charge? #
The first delivered message that opens a new 24-hour window triggers the charge.
2. Are replies within a conversation free? #
Yes.
Unlimited replies are free within the same 24-hour conversation window.
3. Can I have multiple conversations with the same user? #
Yes.
If you send messages from different categories, multiple conversations can exist simultaneously.
4. Does replying to a customer always open a Service Conversation? #
Yes, if:
- The customer messaged first, and
- No conversation was already open
5. What if I send two Marketing templates in the same window? #
No extra charge.
Only one Marketing Conversation is charged per 24 hours.
6. Does LandinChat decide conversation type? #
No.
Conversation classification is done entirely by Meta.
7. Can a conversation category change mid-window? #
No.
But sending a template from a different category starts a new conversation.
8. Which conversation type is cheapest? #
Pricing varies by country, but Service conversations are often free or cheaper.
9. Can I avoid charges completely? #
Only by:
- Responding within service windows
- Avoiding business-initiated templates
10. What’s the biggest mistake businesses make? #
Mixing promotional content into utility messages, triggering extra Marketing conversations.