The company has three main categories of interactions it can maintain with customers:
Service (or active) interactions: an interaction is considered active when, on a given day, there is at least one incoming or outgoing message exchanged with a customer. The monthly total is calculated by summing the unique customers for each day, and to avoid double-counting interactions initiated by the business, the total number of marketing and utility templates sent during the month is subtracted from this sum. For each monthly active conversation, Callbell charges $0.01, which is deducted from the wallet allocated to WhatsApp usage.
Utility templates: messages sent using pre-approved templates from WhatsApp to complete specific requests or transactions, such as order tracking, post-sale support, or statement delivery. Each template sent is billed according to Meta’s applicable rate for the customer’s country.
Marketing templates: messages sent using pre-approved templates for promotional or commercial purposes, such as offers, promotions, or event invitations. Each template sent is billed based on Meta’s applicable rate for the recipient’s country.
Therefore, service interactions correspond to active conversations that register at least one message during the day, from which the number of interactions initiated by the business using utility or marketing templates is subtracted—since those are precisely used to start new conversations with customers.
How can you distinguish a Utility interaction from a Marketing one?
To differentiate between the two types of interaction, WhatsApp requires message templates to be submitted for approval, specifying the category that best fits the type of message being sent to customers.
Our team is available to support you in getting Utility templates approved for daily communication with your customers, while for mass promotions or marketing campaigns, you can use Marketing templates through our broadcast module.
How much do different types of interactions cost?
The cost of each type of interaction depends on the country of the phone number you are communicating with on WhatsApp. At the end of this article, we include a breakdown of pricing per interaction category.
What does my Callbell plan include?
If you choose to integrate WhatsApp with Callbell via Cloud API, the variable usage costs will be billed directly to the payment method linked to your Meta Business Manager, under your WhatsApp Cloud API account settings.
If you choose to integrate WhatsApp with Callbell via a BSP, your Callbell plan will cover WhatsApp’s charges up to a maximum budget of €50 (or $54) per month for every 10 active agents. For most of our clients, this budget is enough to fully cover interaction costs. Callbell assumes WhatsApp usage costs on behalf of our clients, and if the total conversation cost billed by Meta during a calendar month remains within the budget included in your subscription, no additional fees will be charged.
If the cost for the volume of interactions handled in a calendar month exceeds the included budget, the difference will be charged at the beginning of the following month. Invoices for excess usage will be available in the Billing section of your Callbell account.
For any questions, information requests, or concerns, feel free to contact us via WhatsApp; our team will be happy to assist and, if needed, arrange a call to walk you through the details of our pricing structure.
| Country | Currency | Marketing | Utility | Service |
| Argentina | $US | 0.0679 | 0.0286 | 0.01 |
| Brazil | $US | 0,0687 | 0.0075 | 0.01 |
| Chile | $US | 0.0977 | 0.022 | 0.01 |
| Colombia | $US | 0.0138 | 0.0009 | 0.01 |
| Egypt | $US | 0.0708 | 0.0040 | 0.01 |
| France | $US | 0.0945 | 0.033 | 0.01 |
| Germany | $US | 0.15 | 0.06 | 0.01 |
| India | $US | 0.013 | 0.0015 | 0.01 |
| Indonesia | $US | 0.045 | 0.0275 | 0.01 |
| Israel | $US | 0.0388 | 0.0058 | 0.01 |
| Italy | $US | 0.07601 | 0.033 | 0.01 |
| Malaysia | $US | 0.0946 | 0.0154 | 0.01 |
| Mexico | $US | 0.0336 | 0.0094 | 0.01 |
| Netherlands | $US | 0.175 | 0.055 | 0.01 |
| Nigeria | $US | 0.0567 | 0.0073 | 0.01 |
| Pakistan | $US | 0.052 | 0.011 | 0.01 |
| Peru | $US | 0.0773 | 0.022 | 0.01 |
| Russia | $US | 0.0882 | 0.044 | 0.01 |
| Saudi Arabia | $US | 0.05 | 0.0118 | 0.01 |
| South Africa | $US | 0.04169 | 0.0083 | 0.01 |
| Spain | $US | 0.06765 | 0.0220 | 0.01 |
| Turkey | $US | 0.01199 | 0.0010 | 0.01 |
| United Arab Emirates | $US | 0.0549 | 0.0173 | 0.01 |
| United Kingdom | $US | 0.05819 | 0.0242 | 0.01 |
| North America | $US | 0.0275 | 0.0037 | 0.01 |
| Rest of Africa | $US | 0.02475 | 0.0044 | 0.01 |
| Rest of Asia Pacific | $US | 0.08 | 0.0124 | 0.01 |
| Rest of Central & Eastern Europe | $US | 0.0946 | 0.0233 | 0.01 |
| Rest of Latin America | $US | 0.0814 | 0.01243 | 0.01 |
| Rest of Middle East | $US | 0.03751 | 0.01 | 0.01 |
| Rest of Western Europe | $US | 0.0651 | 0.0188 | 0.01 |
| Other | $US | 0.066 | 0.00847 | 0.01 |