WhatsApp Conversations Explained: 24-Hour Windows & Pricing

Last updated on June 22, 2026

WhatsApp Conversation

The metrics for calculating the pricing is based on a conversation. A conversation is a 24-hour window that starts when either a business or a user initiates a conversation with the WhatsApp number. When a user initiates a conversation, it is called a User-Initiated Conversation, and similarly, when a business initiates a conversation, it is called a Business-Initiated Conversation.

Within this 24-hour period, an unlimited number of messages can be exchanged between the business and the user, including multimedia messages such as text, images, videos, audio files, documents, brochures, invoices, and more. This provides complete flexibility and an enhanced user experience compared to traditional SMS.

Please note: If you send template messages to the user during an active 24-hour conversation window, you will be charged separately for each template message sent. The applicable charges will be based on Meta's current template message pricing. For the latest template message rate cards, please refer to the link provided below.

WhatsApp Rate Card - https://developers.facebook.com/documentation/business-messaging/whatsapp/pricing#rate-cards

Expiry of a WhatsApp Conversation

A conversation expires 24 hours after the business sends his first message or 24 Hrs from the time a business responds to a conversation initiated by a user. And there is No other way to extend the conversation duration. If you wish to re-initiate the conversation with the user, you would have to initiate it by sending a Template Message and a new Business Initiated conversation will Start.

EasySocial Conversation

EasySocial conversation is however a 24 hour window that starts when either a business or a user initiates a conversation irrespective of how WhatsApp calculates its conversations.