Skip to main content
WhatsApp charges per message, based on the message’s category and the recipient’s country. Whether a message is free or charged also depends on whether it’s sent inside or outside the customer’s 24-hour service window.

​
The 24-hour service window

When a customer messages your business, it opens a 24-hour service window. The window resets every time the customer sends you a new message — it’s a rolling window, not a fixed one. Inside this window, you’re talking to someone who just reached out to you. That’s reflected in what’s free: The takeaway: if you’re replying to a customer who messaged you in the last 24 hours, Utility and Authentication templates cost nothing — same as a plain text reply. You only pay for them once you’re the one re-opening the conversation after the window has closed. Marketing templates are billed every time, since they’re inherently promotional rather than a reply to the customer.
This is Gallabox’s current per-message pricing model. An older, retired model billed by 24-hour conversation rather than by individual message — see Conversation Pricing (Legacy) if you’re looking at historical invoices from before that change.

​
Template categories

  • Marketing — promotional content, offers, product announcements, re-engagement campaigns. Always charged.
  • Utility — transactional updates tied to an existing transaction: order confirmations, shipping updates, appointment reminders, account alerts. Free inside the service window, charged outside it.
  • Authentication — one-time passcodes and identity verification codes. Free inside the service window, charged outside it.

​
Rates by market

Gallabox’s WhatsApp messaging rates vary by category and by the recipient’s country. Use the tabs below to switch currency, and search to filter by market.
Rates shown are Gallabox’s WhatsApp messaging rates for each category and market — the amount deducted from your Message Credits wallet per message sent.

​
Ad-originated conversations

If a customer starts messaging you from a WhatsApp ad or a Facebook/Instagram Page button, a different — and longer — free window applies. See Ad Engagement Window for how that works and how it differs from the standard 24-hour window above.