> ## Documentation Index
> Fetch the complete documentation index at: https://docs.eat-now.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Pricing

> The WhatsApp Business API follows the pricing model defined by Meta. Billing is based on **conversations**, not individual messages. A conversation corresponds to a 24-hour messaging session between the business and the customer.

## 24-Hour Window

When a message is sent or received via the WhatsApp Business API, a **24-hour window** opens. All exchanges between the business and the customer during this period are considered a single conversation and billed accordingly.

* **If the business initiates the conversation** (via a Meta-approved template), pricing differs based on the message category.
* **If the customer initiates the conversation**, the business can respond without using a template as long as the 24-hour window is open.

## Types of Conversations

Meta distinguishes several categories of conversations, each with a different cost:

1. **Service Conversations** *(free)*: when the business replies to a customer within the 24-hour window. Meta now makes these **free for all businesses** — so chatting with and replying to your customers costs nothing.
2. **Utility Conversations** *(billed)*: notifications tied to a transaction or important update. The automatic messages EatNow sends (confirmations, reminders, cancellations…) belong to this category.
3. **Marketing Conversations** *(billed)*: promotional or informational messages.
4. **Authentication Conversations** *(billed)*: messages used to verify a user's identity.

## What's free vs billed, in practice

* **Receiving messages, and replying within 24 hours: free.** This covers your inbox conversations and the AI agent's replies.
* **Automatic messages you send (templates): billed** by Meta as Utility (or Marketing) conversations. This is why a payment method must be on file with Meta to send them.

## Conclusion

The WhatsApp Business API offers flexible pricing based on conversations rather than individual messages. Understanding these principles allows for cost optimization and better management of customer communication.

## Learn More

* [Official Meta Pricing Documentation](https://developers.facebook.com/docs/whatsapp/pricing/)
* [WhatsApp API Pricing FAQ](https://www.whatsapp.com/business/platform/pricing/)