Conversation-based pricing has changed. See Pricing to learn how our new conversation-based pricing model works.

In addition, visibility of metric_types have changed effective July 1, 2023. Please see the Conversation Analytics table for more details.


This document provides an overview of how messages work on the WhatsApp Business Platform.

You can send the following message types using the platform:

  • Text messages
  • Media messages: image, video, audio, document, and sticker messages.
  • Contact messages
  • Location messages
  • Interactive messages: List messages, Reply button messages, and Single and Multi Product Messages.
  • Template messages

The following endpoints allow you to send a message from a phone number to a customer:


Conversations are 24-hour message threads between you and your customers and are the basis for pricing. Conversations can be opened by sending either free-form messages or template messages. See Pricing to see how conversations are opened and closed, and how they factor into our pricing model.

Scaling Conversations

To learn how to increase the number of conversations you can open in a 24-hour window, see Messaging Limits.

Read Receipts

You can set up read receipts and customers can elect to send read receipts back. If your customers opt out of sending read receipts, you will only be able to see that the message was delivered. For more information, see:

Message Status

For each message you send, a notification about the status of the message will be sent to your webhook callback. In the table below, click the arrow in the left column for the WhatsApp app equivalent to each status, if available.



A message sent by the customer was deleted by the customer. Upon receiving this notification, you should ensure that the message is deleted from your system if it was downloaded from the server.

WhatsApp App Equivalent

The message is replaced in WhatsApp mobile with a note reading "This message was deleted."


A message sent by you was delivered to the customer's device.

WhatsApp App Equivalent

Two checkmarks


A message sent by you failed to send. A reason for the failure will be included in the callback. Check the error message documentation for help debugging:

WhatsApp App Equivalent

Red error triangle


A message sent by you was read by the customer. read notifications are only available for customers that have read receipts enabled. For customers that do not have it enabled, you only receive the delivered notification.

WhatsApp App Equivalent

Two blue checkmarks


A message sent by you is in transit within our systems.

For On-Premises API users: To receive notifications for sent messages, set the sent_status setting to true in the application settings. The sent status notification is disabled by default.

WhatsApp App Equivalent

One checkmark


A message you sent contains an item in a catalog that is not available or does not exist.

The order of these notifications in your app may not reflect the actual timing of the message status. View the timestamp to determine the timing, if necessary.


Yes! WhatsApp allows you to format selected text inside your messages with Bold, Italics, Strikethrough or Monospace.

There may be cases where you need more time to handle a customer query and may only be able to provide a response after 24 hours. We recommend creating message templates to either:

  • deliver the result to the user, or
  • prompt the user to reply in order to activate the customer service window.

In both cases, please ensure you provide as much context to the message template as possible. For example:

  • "Hello {{1}}, regarding the issue you reported earlier, we regret to inform you that {{2}}. Apologies for any inconvenience caused."
  • We have updates regarding your ticket. Please respond back if you'd like to continue support."