The cost of using WhatsApp in Selzy consists of three parts: your Selzy plan, a monthly fee for your WhatsApp number, and WhatsApp messaging charges. These charges are billed separately.
How WhatsApp pricing works
360dialog bills you for the connected number and messages using the bank card you added during setup. Your Selzy plan is billed separately.
| What you pay for | Paid to | What it covers |
| Selzy plan | Selzy | The number of your contacts, and WhatsApp features in Selzy, including campaigns, chatbots, templates, and automation |
| WhatsApp number | 360dialog | Monthly fee for each connected WhatsApp Business number |
| Messages | 360dialog | WhatsApp messaging charges based on Meta's rates |
Selzy plans
Your Selzy plan depends on the total number of contacts in your account, including those you haven't messaged yet and contacts that only have an email address and no phone number. You can check the full prices list here.
Note that the billing currency depends on the currency set for your Selzy account. If your Selzy account is billed in euros, the prices are calculated in euros. If it's billed in US dollars, the prices are calculated in US dollars.
WhatsApp number fee
Each connected WhatsApp number costs $59 per month and is billed directly by 360dialog.
The monthly fee doesn't depend on how many messages you send. You'll continue to be charged for the number for as long as it remains connected. If you connect several numbers, each number is billed separately.
WhatsApp message pricing
WhatsApp messaging rates are set by Meta. The company charges per delivered template message.
The price of a message depends mainly on:
- the template category,
- the recipient's country.
There are three template categories: marketing, utility, authentication.
Marketing
Marketing templates include:
- promotions,
- announcements,
- invitations,
- abandoned-cart reminders.
These messages have the highest rates.
Utility
Utility templates contain service information related to a customer's action, such as an order status update, appointment reminder, or receipt.
Utility messages are cheaper than Marketing messages. Utility templates delivered during an open 24-hour messaging window are currently free.
Authentication
Authentication templates are used to send one-time verification codes. They have separate rates that vary by country.
For current rates by country and message category, see Meta's WhatsApp pricing page. Meta may change these rates over time. Selzy doesn’t add any messaging fees on its own.
If you send a message to a phone number that doesn't have WhatsApp, you won’t be charged for it. You pay for messages that are actually delivered, not for every phone number in your contact list.
We strongly recommend not to classify promotional messages as utility to reduce the cost. Meta reviews template content and can change its category. Repeated violations can also affect the quality of your WhatsApp number.
What's free
Some WhatsApp messages aren't currently charged by Meta:
- Replies within the 24-hour messaging window
When a customer sends you a message, a 24-hour messaging window opens. Regular messages sent during this window are currently free. Starting in October 2026, Meta will introduce charges for incoming messages within the 24-hour window.
- Messages sent to numbers without WhatsApp
If a message can't be delivered because the recipient doesn't use WhatsApp, you won't be charged for it.
- Utility templates within the 24-hour window
Utility templates delivered during an open messaging window are free.
- Conversations started through Click to WhatsApp ads or a Facebook Page button
When a customer starts a conversation through a Click to WhatsApp ad or a Facebook Page button and you respond within 24 hours, messages in that conversation are free for 72 hours.
These messages are free under Meta's messaging pricing. Your Selzy plan and the monthly 360dialog fee for the connected number still apply regardless of how many messages you send.
How to reduce WhatsApp messaging costs
Here are steps that will help you to reduce costs:
- Use the open messaging window. When possible, reply while the customer's 24-hour messaging window is open. Messages within the window are currently free and, after the October 2026 pricing change, will still cost less than initiating a conversation with a template.
- Use the correct template category. Keep promotional messages and service notifications separate. For example, don't include an order status update in a Marketing template if it qualifies as Utility.
- Message only contacts who have opted in. Sending messages to people who haven't agreed to receive them can lead to complaints. This can reduce your number's quality rating and messaging limits.
- Keep an eye on your messaging volume. Meta uses volume tiers for Utility and Authentication messages. As your monthly messaging volume increases, the per-message rate can decrease.
