Per-conversation pricing structure
Meta charges per conversation initiated, not per individual message. A conversation includes all messages exchanged within a 24-hour window.
Four conversation categories with different pricing: marketing, utility, authentication, and service. Service conversations (responding to customer messages) are free.
Prices for Italy and Europe in 2026
Prices vary significantly by country. The first 1,000 service conversations per month are free for each business phone number.
How to optimize costs
Cost reduction strategies: prefer service conversations over proactive marketing when possible, use utility instead of marketing templates for post-purchase communications, aggregate multiple messages in a single conversation.
Cost simulation for different use cases
E-commerce with 1,000 monthly orders: utility notifications + monthly marketing campaign to 5,000 customers + inbound customer support. Total estimated monthly cost: approximately 550-600 EUR.
