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Meta charges for some of the WhatsApp messages it delivers, directly to your WhatsApp Business account. Eva does not collect those charges, and they are not included in your plan price. Eva separately takes credits from your plan. These are Meta’s rules, and they apply equally with any system that uses the official WhatsApp API.

What you will get

You will know which messages Meta charges for and which it does not. You will also be able to estimate what a campaign costs before sending it.

What Meta does not charge for

  • What your customers write to you. Messages you receive are never charged.
  • The first 1,000 replies of each phone number every month. These are the replies inside the 24-hour window, from the agent or from your team in Eva. They do not roll over to the next month.
  • What you send from the WhatsApp Business phone app, on a number you keep using in the app. Those messages do not go through the API.
  • Everything delivered inside a Meta ad’s free window, explained below.
From the month’s 1,001st reply, each delivered reply pays the service rate of the recipient’s country.

The 24-hour window

When a person writes to you, a 24-hour window opens, and each new message from them restarts it. Inside that window the agent replies without a template. After 24 hours without a message from the person, WhatsApp only lets approved templates through. Templates are charged by category, inside and outside the 24 hours, except inside an ad’s free window.

The free window of a Meta ad

Someone who arrives from a Meta ad that opens WhatsApp can open a window in which Meta charges for the delivery of no message at all. It opens when three conditions are met:
  1. The person wrote to you from a Meta ad that opens WhatsApp.
  2. They wrote from the WhatsApp app on an Android phone or an iPhone.
  3. You reply within 24 hours of their message.
The window lasts up to 7 days from your reply. That is a maximum, not a guarantee. While it stays open, Meta charges for the delivery of no reply and no template of any category. Free does not mean writing without rules. After 24 hours without a message from the person, you still need an approved template. Inside the window, that template is not charged either. Someone who arrives from your website, a wa.me link, Google, WhatsApp Web or the desktop app does not open this window.

Meta’s categories

Meta places every template in a category and prices that category country by country. Whoever writes the template proposes the category, and Meta approves it. Marketing is the most expensive category in nearly every country. Utility, authentication and service cost considerably less.

Mexico’s rates

In Mexico, Meta’s card in force since October 1, 2026 sets these rates per delivered message, excluding taxes: The official rates, country by country, are on Meta’s WhatsApp pricing page.

An example with numbers

If 500 marketing templates are delivered to Mexican numbers, Meta’s charge would be about USD 19.85. If Meta classified them as utility, it would be about USD 4.25. If one number sends 3,000 replies in a month, the first 1,000 are free. The other 2,000 pay USD 0.0085 each: about USD 17. The actual total depends on deliveries, the approved category, the free ad window, any discounts and your account currency.
Before you confirm a send, Eva shows how many people it will reach and the estimated cost in your workspace currency. That number comes from the real list, with the excluded people already removed.
How many people the send reaches, when the first message goes out, and the estimated cost.

The send confirmation, before the first message goes out.

How Meta bills your messages

Meta charges the payment method of your WhatsApp Business account, in its billing hub; usually a bank-issued credit or debit card. Your ad balance and the payment for messages are separate accounts: ad balance does not pay for messages. Without a payment method, Meta delivers replies within the month’s 1,000 free ones and stops delivering them after that. Templates that are charged do not go out either. How to add the payment method.

What Eva charges

Eva charges 1 credit for every 10 campaign messages WhatsApp accepts for sending; the assistant’s replies use normal credits. Messages WhatsApp rejects at send time spend no credits. An accepted message that never reaches the phone still counts, because Eva already sent it. Meta’s charge arrives separately, on your WhatsApp Business account invoice.

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