What’s the difference between conversation count and message count?

Jai

I’m a bit confused, what’s the difference between conversation count and message count? Am I charged per message or per conversation?

newdata

This confuses a lot of people!

You are not charged per message — you are charged per conversation window.

Jai

What do you mean by conversation window?

newdata

A conversation window is a 24-hour window that starts when you send the first message to a customer — either a template or a reply to an incoming message.

Inside that 24-hour window, you can send unlimited messages to that customer — and you are only charged once for that conversation window.
Even if you send 1 message or 50 messages — still only 1 conversation charge for that 24h.

Jai

Oh, so if I send 10 messages in 1 conversation, I’m still charged only once?

snapshot

Exactly! 😊
You’re only billed per conversation window, not per message

snapshot

Meta charges are based on:

Marketing conversation
Utility conversation
Authentication conversation
Service conversation

Each starts its own charge when the first message is sent — then the 24h window starts.

Ritvik

Understood, but can you explain the categories?

snapshot

Sure,

1. Marketing Conversations
Used for: Promotions, offers, product launches, updates meant to generate sales.

Example:
Hey Ankit! Enjoy 20% off on all our skincare products this weekend. Tap to shop now!

2. Utility Conversations
Used for: Transactional messages like order updates, payment confirmations, or appointment reminders.

Example:
Hi Swati, your order #1234 has been shipped and will arrive by Monday.

3. Authentication Conversations
Used for: Sending OTPs or verifying a user’s identity.

Example:
Your login code for Bidet Cleanse is 482910. It’s valid for 10 minutes.

4. Service Conversations
Used when: A customer messages you first, and you reply within 24 hours.

Example:
Customer: “What’s the status of my order?”
You: It’s out for delivery and should reach you by 5 PM today.

These are the only category that don’t need a pre-approved template — just reply within 24 hours.

Ritvik

Ohh, that makes a lot of sense now! Thanks for breaking it down so clearly

So if I want to send a payment confirmation, that would be Utility, right?
And let’s say I want to send a coupon or offer next week, that would go under Marketing?

Also, is there any limit on how many conversations I can have per day?

snapshot

Yes, you’ve got it exactly right!
Payment confirmations fall under Utility, and sending an offer or discount is definitely Marketing.

About the limit , there’s no cap on the number of conversations you can have per day.
But your messaging tier (like Tier 1, Tier 2, etc.) controls how many unique users you can message in a 24-hour period.

Ritvik

Yes, I’ve heard of Tier 1 and Tier 2

snapshot

Perfect