WhatsApp in Instant Messaging (IM) operates on a credit-based system for initiating conversations. Businesses must purchase credits to send messages outside the free response window. This guide explains how WhatsApp pricing works, how charges are deducted from your credits, best practices for managing your spend, troubleshooting, and frequently asked questions (FAQs).
Buying credits for WhatsApp in IM
To start using business-initiated conversations on WhatsApp, businesses must buy IM credits. Credits are purchased from the IM module (or offline through the Zoho Store), and each credit is valued at $2 USD with a 3% value-added fee (VAT) applied to the total. Once payment is made, the credits appear in your Available Credits section and you can start sending messages immediately.
Learn more: How to purchase credits (step-by-step) ↗
Cost breakdown: how WhatsApp credits are priced
Each IM credit is valued at $2 USD, and a 3% VAT is applied to the total purchase.
Example: purchasing 2 IM credits
- Base cost: 2 credits × $2 = $4
- VAT (3% of $4): $0.12
- Total amount payable: $4.12
How WhatsApp deducts charges from available credits
WhatsApp charges businesses per conversation category, and the cost is deducted from your available credits. The examples below use sample, country-specific rates (for Mexico) to show how a deduction works; actual rates vary by country and conversation type. For current pricing, always refer to the official WhatsApp Pricing Page linked at the end of this article.
Business-initiated conversation example
If a business initiates a conversation with a customer using a template message after 24 hours of inactivity, it is considered a new paid conversation.
User-initiated conversation example
If a customer in Mexico initiates a conversation and the business responds within 24 hours, the response is free. However, if the business responds after 24 hours, it must use a paid template message.
Key takeaway
Charges are only deducted for business-initiated conversations, or when responding outside the free 24-hour window for user-initiated conversations.
Best practices for managing WhatsApp credits in IM
Optimize conversation timing
- Encourage user-initiated conversations: When a customer messages first, responding within 24 hours is free.
- Respond promptly: Avoid using paid template messages by keeping customer interactions within the free window.
Maximize free utility messages
- Starting April 1, 2025, utility messages sent within 24 hours of a customer message will be free.
- If a utility message is sent after 24 hours, it will incur a charge based on WhatsApp's utility conversation pricing.
Monitor and optimize credit usage
- Regularly check your credit balance in the Available Credits section to ensure uninterrupted messaging.
- Analyze message costs by reviewing the pricing model to optimize spending.
Set up auto-recharge to avoid running out
Auto-recharge automatically tops up your balance just before it drops below a minimum threshold, so messaging is never interrupted by an empty wallet. A few points to know before you set it up:
- You set the number of credits to add automatically and the minimum balance that triggers the top-up.
- Each auto-recharge is billed at the standard rate: $2 USD per credit, plus the 3% value-added fee.
- Auto-recharge is configured from the WhatsApp integration, under Setup > Channels > Instant Messaging.
Learn more: How to auto-recharge your credits ↗
Use WhatsApp ads for free messaging
- When a customer clicks a WhatsApp ad and messages the business, it opens a free 72-hour conversation window.
- Businesses should leverage Click-to-WhatsApp Ads for cost-effective engagement.
Troubleshooting common issues
Credits not appearing after purchase
Issue: After making a payment, credits are not reflecting in the account.
Solution:
- Check payment confirmation in your billing section.
- Refresh the page, or log out and log back in.
- If the issue persists, contact support.
Payment declined
Issue: Unable to complete payment for credit purchase.
Solution:
- Verify your payment method details.
- Ensure there are sufficient funds in your payment account.
- Try using an alternative payment method.
- Contact your bank or payment provider for any restrictions.
Unexpected credit deduction
Issue: More credits deducted than expected.
Solution:
- Check the conversation category (Marketing, Authentication, or Utility) to confirm the applicable rate.
- Review your billing history for deductions.
- If there is a discrepancy, contact support.
Unable to send messages despite sufficient credits
Issue: Credits are available, but messages are not going through.
Solution:
- Ensure your WhatsApp number is active.
- Verify if the recipient has blocked your number.
- Check for any account restrictions or compliance issues.
Frequently Asked Questions
Q: What happens if my credit balance reaches zero?
A: If your credit balance is depleted, you cannot send new business-initiated conversations until you purchase more credits. However, you can still reply to user-initiated messages within 24 hours for free.
Q: Can I get a refund on purchased credits?
A: No, WhatsApp credits are non-refundable once purchased. Ensure you only buy the required amount.
Q: How can I check my credit balance?
A: Your credit balance is available in the Available Credits section under Instant Messaging.
Q: Do I need to purchase credits for free conversations?
A: No, credits are only required for business-initiated conversations or when responding after the free 24-hour window in user-initiated conversations.
Q: Do my credits expire?
A: No, purchased WhatsApp credits do not expire and remain available until they are used.
Where to check WhatsApp credit balance and pricing details
Businesses can check:
- Credit balance, in the Available Credits section under IM.
- Country-wise conversation rates, on the official WhatsApp Pricing Page ↗
By following these steps and best practices, businesses can effectively manage their messaging costs while maximizing engagement on WhatsApp in IM.