Pricing
Quick Summary
WhatsApp charges businesses to send template messages (the kind used in Blaster or chatbot follow-ups) and, from 1 October 2026, for service replies after 1,000 free messages a month. These charges are billed by Meta, not by Reply.la. Reply.la is just the platform you use to send them - the per-message fee goes directly to Meta based on your country and message type.
Two Types of Messages
WhatsApp splits all messages into two groups: replies to customers who messaged you first, and messages you start yourself.
1. Customer-Initiated Messages (Service)
When a customer sends you a message first, you have a 24-hour window to reply with anything - text, images, voice notes, links.
This is called the customer service window, and your replies are service messages. From 1 October 2026:
- Each number gets 1,000 free service messages a month. Unused messages do not carry over.
- After that, each service message costs 5.6 sen (Malaysia rate).
- Every bubble counts as one message.
- Leads from Click-to-WhatsApp (CTWA) ads are free for 7 days, follow-ups included.
Example: A customer DMs your shop asking "Ada size M tak?". You reply "Ada, RM45." - this reply uses 1 of your 1,000 free messages. Once those run out, it costs 5.6 sen.
2. Business-Initiated Messages (Paid)
When you send the first message - or when more than 24 hours have passed since the customer's last message - you must use an approved template, and Meta charges you per message.
Templates are required because Meta wants to make sure businesses don't spam users out of the blue. Every template you send is one that's been reviewed and approved by Meta.
Example: You blast a Raya promo to 1,000 customers who haven't messaged you today. Each of those 1,000 messages uses a template and is billed per message.
The 24-Hour Conversation Window
This is the single most important concept to understand:
| Situation | What you can send | Cost |
|---|---|---|
| Customer messaged you within the last 24 hours | Anything (text, image, voice, links) | Free for the first 1,000 a month, then paid per message |
| Customer hasn't messaged you, OR last message was over 24 hours ago | Approved template only | Paid (per message) |
The window resets every time the customer sends a new message, so you can keep replying with free-form messages for as long as the customer keeps replying. From 1 October 2026, each of those replies counts toward your 1,000 free service messages, then is charged per message.
Template Categories and Pricing
When you create a template, you pick a category. The category affects pricing:
| Category | Use Case | Cost (Malaysia) |
|---|---|---|
| Marketing | Promotions, offers, product launches, re-engagement | 34.7 sen per message |
| Utility | Order confirmations, shipping updates, appointment reminders, payment receipts | 5.6 sen per message |
| Authentication | OTPs, verification codes, login alerts | Lowest |
From 1 October 2026, Utility templates sent inside the 24-hour window are also charged. Before this, they were free.
Actual rates differ by country (Malaysia, Indonesia, Singapore, etc.) and Meta updates them periodically. For the latest official rates, see WhatsApp Platform Pricing (Malaysia). You can switch the country and category dropdowns on that page to see rates for other markets.
Where These Costs Apply in Reply.la
Per-message fees are charged whenever Reply.la sends a template message on your behalf, and, from 1 October 2026, for service replies after your 1,000 free messages. The main places this happens:
1. Blaster Campaigns
Every contact you blast receives a template message. If you blast 5,000 contacts with a Marketing template, that's 5,000 paid messages. See Blaster Overview.
2. Chatbot Auto Follow-Up
If you've enabled auto follow-up in your chatbot (e.g., "Send a reminder if customer doesn't reply in 12 hours"), each follow-up sent after the 24-hour window closes uses a template and is charged per message.
3. Chatbot and Inbox Replies
From 1 October 2026, replies inside the 24-hour window are service messages. This applies whether your chatbot replies or an admin types in the Inbox. They are free for the first 1,000 a month per number, then charged per message. Leads from Click-to-WhatsApp ads stay free for 7 days.
How Billing Works
- You connect your WhatsApp Business Account to Meta and set up a payment method (credit card or prepaid balance) in Meta Business Manager.
- Meta charges you directly for every paid message that goes out through your number.
- Reply.la's role is to send the message through Meta's API on your behalf. We don't see or touch the per-message charge.
- You can review your usage and invoices in Meta Business Manager → Billing.
Common Questions
A few things help:
- Get leads from Click-to-WhatsApp ads - every message is free for 7 days.
- Reply in fewer bubbles - one complete answer costs less than several short messages.
- Use Utility templates instead of Marketing where possible.
- Segment your audience - don't blast everyone; target customers most likely to convert.
See WhatsApp Pricing from 1 October 2026 for the full list.
What's Next?
- WhatsApp Pricing from 1 October 2026 - What changed and how to control your costs
- Templates Overview - How to create and submit a template
- Media Guidelines - Image and video rules for templates
- Blaster Overview - Send broadcasts using approved templates