WhatsApp Business API pricing in Malaysia: what you pay for

The Meta invoice lands on the first of the month. The campaign line you expected. The other line you did not, and now you want to know which messages it was for.

WhatsApp messages sent through the WhatsApp Business API are not all free. Meta charges for some of them, and knowing which ones lets you plan campaigns and replies around your budget.

This page covers:

How Meta prices WhatsApp messages
What the 24-hour customer service window is
What is changing for reply charges
Where to see what your templates cost in HeyBirdy

Meta sets and changes these prices, not HeyBirdy. Rates and dates change, so this page explains the ideas and links to Meta for the numbers.

How does WhatsApp Business API pricing work?

Meta charges per delivered message. The price depends on the message's category and on the country of the customer who receives it. Meta publishes the current rules on Pricing on the WhatsApp Business Platform and the rates on Platform pricing.

Meta charges your WhatsApp Business account directly, using the payment method on that account. To update it, go to Settings, then WhatsApp Business, open Account Settings and select Manage Payment Methods. Your HeyBirdy subscription is separate; see Billing.

What are WhatsApp message categories?

Every message template has a category, such as marketing for offers or utility for an order update, and the category sets the price. Meta checks each template's category and can move a promotional template into marketing. Meta's template categorization guide has the definitions and examples.

In HeyBirdy, the Category column on the Templates page shows Marketing, Utility or Authentication for each of yours.

What is the WhatsApp 24-hour customer service window?

When a customer messages you, the 24-hour window opens. Inside it, your team and your AI assistant can reply with normal text. Outside it, you can only reach the customer with an approved template, as Meta explains on Pricing on the WhatsApp Business Platform.

This is why HeyBirdy campaigns always use approved templates: most people on your list have not messaged you in the last 24 hours.

Will I be charged for replying to customers?

Meta has announced that replies inside the 24-hour window, which have been free, will be charged per message, including replies from your team and from your AI assistant. Meta publishes the start date, the rates and the messages that stay free on Pricing for non-template messages.

For you, this means every message HeyBirdy sends for you can carry a cost once the change applies: your agents' replies, your AI assistant's replies, your automated messages and your campaigns.

How do I see my WhatsApp template costs in HeyBirdy?

Template Analytics on the Templates page shows what Meta reports for each template.

Select Templates in the sidebar.
Pick a date range. HeyBirdy fetches the analytics for those dates from WhatsApp.
Read the Sent, Delivered, Read and Cost columns for each template. The Cost column header shows the currency.
Select the Cost header twice to sort from most to least expensive.

This column covers template messages, which is what your campaigns send. It does not include your replies inside the 24-hour window.

How can I keep my WhatsApp costs down?

Target campaigns with labels. In a campaign, Filter by Labels narrows who receives it. With no label selected, the campaign goes to all your contacts. See Send a bulk WhatsApp campaign.
Keep utility templates free of promotions. Meta treats a template that mixes an order update with an offer as marketing.
Retire templates that do not earn their cost. Sort by Cost, then compare against Read.
Review your automated messages. Every message your assistant sends on its own counts too. See Automated Messages.

Know which messages cost money, and the next invoice holds no surprises.