Salesforce Message Credits - WhatsApp Rate Card - Effective May 1, 2026 - July 31, 2026

Sep 24, 2026

Salesforce Message Credits - WhatsApp rate card defines how customers are charged per WhatsApp message under the applicable order form, using multiplier rates based on conversation category and the recipient country code asset. It explains conversation categories (Utility, Authentication, Marketing, Service), when messages are free within a 24-hour Customer Service Window, and how multipliers are consumed after the window closes. It also covers sandbox credit consumption impact, free entry/referral message windows, and the transition to per-message pricing effective July 1, 2025.

LanguageEnglish

CategoryInvoices

FormatPDF

Pages8

Reading Time3 min

AccessFree to download

Rate Card Overview

Applicable Scope and Charging Model

Conversation Categories

Marketing Messages Lite

Customer Service Window Rules

How Multipliers Are Consumed

Free Entry Point/Referral Message Types

Transition to Per-Message Pricing

FAQs

Salesforce Message Credits – WhatsApp Rate Card – Effective May 1, 2026-July 31, 2026 This Rate Card is applicable to Salesforce Message Credits-WhatsApp and Salesforce Message Credits-WhatsApp for Marketing as set forth on the applicable Order Form. Customers will be charged per message, with the applicable multiplier rate based on the message category and the message recipient’s country code asset forth below. Additional Salesforce Message Credits-WhatsApp and Salesforce Message Credits-WhatsApp for Marketing can be purchased during the applicable Order Term. Customers do not consume Salesforce Message Credits-WhatsApp / Salesforce Message Credits-WhatsApp for Marketing messages for inbound WhatsApp messages sent by users. Using Marketing Cloud Growth and Advanced features in a sandbox can impact the consumption of credits. The applicable multipliers for Marketing Cloud Growth and Advanced use in sandbox are the same as those for production . Sandbox usage will be displayed in the production org’s Digital Wallet. For the purposes of this Rate Card, references to “user” means a recipient of a WhatsApp message sent by Customer, or a person who sends a WhatsApp message to Customer. Category Conversation Templates: There are currently 4 Category Conversation Templates, and described as follows: 1. Utility: Facilitates a specific, agreed-upon request or transaction or update to a user about an ongoing transaction, including post-purchase notifications and recurring billing statements. 2. Authentication: Enables businesses to authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges) . 3. Marketing: Includes promotions or offers, informational updates, or invitations for customers to respond/take action . Any message that does not qualify as utility or authentication is a marketing message. 4. Service: Helps customers resolve user inquiries. Service messages are free-form messages which can be sent in a 24 hr customer service window. Marketing Messages Lite Marketing Cloud Engagement customers with Salesforce Message CreditsWhatsApp (1,000) + Salesforce Message Credits-WhatsApp Marketing (1,000) that use the Marketing Messages Lite ( MM Lite ) API for marketing messages are currently subject to the same rate multipliers as those that apply for Marketing, provided the usage type on monthly usage statements for such message will be shown as WhatsApp Marketing Lite Conversation . Customer Service Window When a user messages to a customer, a 24-hour timer known as Customer Service Window starts. Within these 24 hours, customers can send any type of message to the user. Depending on the category of the message, it could either be chargeable or free of cost for the customers. 1. Free Messages-Utility template messages or free form Service messages delivered during this window will be free of cost for the customers 2. Chargeable Messages-Marketing or Authentication messages delivered during this window will be charged as per the applicable rate card ( Multiplier) . How Conversation Multipliers are Consumed The delivery of a template message to an end user results in charges for the customer, based on the message category multiplier. This applies to all template messages except Utility template messages delivered within the Customer Service Window. Since the 24-hour conversation window will no longer be available, all delivered template messages will incur individual charges based on their message category multiplier. For example, sending two marketing templates and two utility templates to a user will result in four separate charges (2 marketing, 2 utility ) . However, any utility templates delivered during an open customer service window will not be charged. Free Entry Point/ Referral Message Types Referral conversations are initiated when users message Customers using call-to-action button

FAQs

How are WhatsApp message categories determined for billing?

Message categories are determined by Meta based on the content and purpose of the message.

What types of messages are free within the 24-hour Customer Service Window?

Utility template messages and free-form Service messages delivered during the Customer Service Window are free of cost for customers.

What happens to existing Salesforce Message Credits when transitioning to per-message pricing?

Effective Jul 1, 2025, existing Salesforce Message Credits - WhatsApp and Salesforce Message Credits - WhatsApp for Marketing are honored and can be used to pay for messages under the new pricing structure.

Sep 24, 2026

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