What's free and what's charged
Meta sorts messages into ordinary replies and templates. Templates are pre-approved messages you can send any time; they come in three categories: marketing, utility and authentication. The price of a template depends on its category and on the country of the person receiving it.
| Message | When | Cost |
|---|---|---|
| Your replies (text, photos, voice notes, documents) | Within 24 hours of the customer's last message | Free, no monthly limit |
| Utility templates (order updates, reminders, receipts) | While that 24-hour window is open | Free |
| Utility templates | Outside the 24-hour window | Charged per delivered message |
| Authentication templates (one-time codes) | Any time | Charged per delivered message |
| Marketing templates (broadcasts, promotions, offers) | Any time | Charged per delivered message, from the first one |
| Any message | Within 72 hours after a customer messages you from a Click to WhatsApp ad or Facebook Page button | Free |
For the exact amount per message to Zimbabwean (+263) numbers, see Meta's official WhatsApp pricing and rate cards. Utility and authentication messages also get lower rates at higher monthly volumes.
The 24-hour window
Every time a customer messages you, a 24-hour customer service window opens. Inside it you can reply with anything, for free. After it closes you can only start a conversation with an approved template, which is charged by category. That's why answering quickly, or letting a chatbot answer instantly, saves money as well as customers.
The “1,000 free messages” rule is out of date
Many guides still mention 1,000 free conversations a month. That belonged to Meta's old conversation-based pricing, which ended in 2025. Under today's per-message pricing, replies inside the 24-hour window are free with no cap, and templates are paid per message.
What a team inbox adds
The WhatsApp Business API is what lets a whole team answer from one number, run a chatbot and send broadcasts safely. OonoBox connects to it as a Meta Tech Provider and passes Meta's charges through without a markup. OonoBox plans start at $18 a month, with a 14-day free trial of Pro.