On the WhatsApp on your phone, you chat with whoever you want without paying anything. When your company uses the Official WhatsApp API — which is what runs behind Poli — it works a bit differently: Meta (the owner of WhatsApp) charges for certain types of messages that your company sends.
Don't worry, it's not rocket science. Here we explain, in a simple way, when there's a cost, when there isn't, and how to keep your bill under control.
An important note: Poli's pricing is independent of messaging provider costs. Understand how our credits work through this link.
Why does the WhatsApp API have a cost?
The WhatsApp you use every day is a personal tool: free and made for one-on-one conversations. The Official WhatsApp API, used by Poli, is a corporate solution — it allows you to automate messages, integrate systems, and serve many people at the same time, securely. It's for providing this infrastructure that Meta charges for its use.
When you pay and when you don't
The rule is simple and worth keeping in mind, because it's what prevents surprises on your bill.
Attention: According to Meta, pricing can be changed with a 30-day notice. Track all the details at:
When you DO NOT pay Whenever the customer initiates the conversation, you have a 24-hour window to reply as much as you want, at no cost. This window starts counting the moment the customer sends the message. In other words: day-to-day support, replying to those who reach out to you, is free of charge.
When you DO pay When it's your company that initiates the conversation — or when the 24 hours have already passed —, WhatsApp requires you to use a pre-approved message, which we call a template. It's this send that may incur a cost.
The two types of templates (and how much they cost)
Every template falls into one of two categories, and the category is what defines the price:
- Utility — for transactional messages, linked to something the customer is already expecting. For example: order confirmation, support status update, appointment reminder, delivery notice, or verification code.
- Approximate cost: R$ 0.04 per message. Note: Prices may change depending on the country.
- Marketing — for broadcasts: promotions, offers, campaigns, news, and launches.
- Approximate cost: R$ 0.33 per message. Note: Prices may change depending on the country.
Whenever it makes sense, Poli configures automated messages as Utility, precisely so you pay as little as possible. The prices above are approximate and determined by Meta.
Important points about billing
Some details that help avoid unexpected charges:
- The one who defines and charges the amount is Meta, not Poli.
- Classification is automatic. It is Meta, not Poli, that analyzes the content of each template and decides whether it is Utility or Marketing.
- Be careful when editing the text of a Utility template. If you change the message and it starts to sound promotional, Meta can reclassify it as Marketing — and the cost per send goes up.
Quick summary
- Customer spoke first and you replied within 24h → no cost.
- Your company wants to start the conversation → needs a template, and there may be a cost.
- Utility Template → low cost, around R$ 0.04.
- Marketing Template → higher cost, around R$ 0.33.
- The one who defines message pricing is Meta.
Frequently Asked Questions
If I use WhatsApp for free on my phone today, why do I have to pay here? Because they are different things. WhatsApp on your phone is for personal use. Poli uses the Official API, designed for companies that need to securely automate and scale their customer service. Meta charges for sending through this channel primarily to protect the ecosystem and curb spam.
If the customer sends me a message first, do I pay to reply? Until October 1st, no. After that, each service message will be charged.
Can I use a Utility template to broadcast promotions? We don't recommend it. Meta identifies promotional content and can automatically switch the category to Marketing, increasing the cost per send. For promotions, use a Marketing template.
If I edit the text of the messages, does the price change? It might change. Text alterations increase the chance of Meta reclassifying the message as Marketing, which raises the cost per send. If you need to tweak a Utility template, keep the tone informative and avoid sales language.
Still have questions? Our team is right here to help.