How Meta's per-conversation pricing actually works
Meta charges per conversation, not per message, and rates differ by category. Every provider - including Wutt - sits on top of this model.
The conversation is the unit of billing
Since Meta moved the WhatsApp Business Platform to per-conversation pricing, the bill is built from 24-hour conversation windows rather than individual messages. A conversation opens when a business sends a template message or a customer messages the business, and closes after 24 hours of silence. Each conversation is charged by category.
- Utility conversations: transactional - order updates, delivery, account notifications
- Marketing conversations: promotional - campaigns, offers, broadcasts
- Service conversations: customer-initiated, capped or free depending on the model
- Authentication conversations: login codes and OTPs
Why this matters when you compare platforms
A platform that advertises a seat price and bills per-conversation fees on top makes your real cost depend on your message mix and volume. A platform that passes Meta fees through at cost keeps your bill predictable. When comparing WhatsApp CRMs, the question to ask is not only 'what is the plan price' but 'what happens to the Meta fees'.
Where the rates live
Meta publishes its per-message rate card, which changes from time to time. Our pricing guide tracks the structure and we re-verify every comparison page quarterly, with the verification date printed on the page.
Per-conversation pricing means the platform price is only half the bill. The other half - Meta's fees - should be compared in the open, which is why Wutt publishes Meta fees separately on every comparison and adds no markup.
