# Message templates – Simulate your costs

## Conversation rates

When using message templates, it is important to understand how conversation rates work. Each message sent within a session incurs costs that vary according to the market, currency, and conversation category. A conversation is the set of messages exchanged between your company and the customer within a 24-hour period. That is, it does not matter if you send 1 or 10 messages during that interval; they will all be counted within the same billing window.

## How does pricing work?

<figure><img src="/files/1e05093e3ee54d465c9fecdb05c692843ed620e4" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
<https://business.whatsapp.com/products/platform-pricing?lang=pt_BR>
{% endhint %}

* The price varies according to the customer's country.
* Each conversation is classified into a category (for example: marketing, utility, authentication or service).
* Fees are charged per open conversation and not per individual message.

### Benefits of understanding the rates

* Better plan support costs.
* Define more assertive communication strategies.
* Control the use of templates to reduce unnecessary expenses.

{% hint style="warning" %}
Always check Meta/WhatsApp Business's updated price table to know how much will be charged in each market.
{% endhint %}


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