Important Dates : April 2025

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Because business-initiated conversations always start with message templates, the template used will determine the conversation type of the conversation window (24 hours) that opens after the initial contact. It is possible to switch between categories, opening a new 24-hour conversation window after the change. Please note that this will also be billed accordingly.

For example, if you are sending a message to drive sales of your new products, you will likely use a marketing template, starting a marketing conversation. Marketing template fees apply here. Halfway through the conversation, the need to use a utility message template may arise. This will start a 24-hour utility conversation window, where utility conversation and template fees apply.

Currently, Meta charges all conversation categories at a per-conversation rate. This will change in July 2025 - Meta will then charge per template sent, regardless of the duration or time of the conversation.

Let’s explore the four categories and the fees associated with them:

Utility
Utility conversations are those initiated by businesses, often in connection with a transaction. Think purchase information, appointment confirmations, but also recurring billing notifications and statements for customers who have given consent.

Currently, utility conversations are charged per conversation. Starting in July 2025, canadian cto cio email list Meta will begin charging utility conversations per template message sent instead of per conversation. Each utility template will have a Meta fee. Starting April 1, 2025, however, utility templates sent within a 24-hour customer service window will be exempt from Meta fees. CM.com’s subs

: Utility templates sent within the 24-hour customer service window are free. July 2025 : Utility conversations will be billed per template.

Authentication
In authentication conversations, security is key. With authentication templates, you can authenticate users with one-time passwords (OTPs) at multiple touchpoints during the login or verification process, such as account registration, account recovery, and other situations where the customer’s identity needs to be confirmed.

Currently, authentication conversations are charged per conversation. Starting in July 2025, Meta will charge a fee for each authentication template sent.

Are you sending authentication templates to Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa, and the United Arab Emirates when your business is not based there? Starting February 1, 2025, these countries will be subject to international authentication rates. This means there will be a different Meta template fee if your business is eligible for international authentication rates and is based in a different country. This is a continuation of the rollout that began in India and Indonesia earlier this year.

Important Dates : February 2025 : Some countries will be subject to international authentication rates. July 2025 : Authentication conversations will be charged per template.

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