WhatsApp Usage Analytics

  • Updated on Oct 13, 2025
  • Published on Apr 13, 2022
  • 5 minute(s) read
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The usage limits are defined in your contract. You can check your monthly WhatsApp utilization and avoid exceeding the limit.

Until June 30, 2025, WhatsApp followed a Conversation-Based Pricing Model. Under this model, businesses were charged once per 24-hour window, per conversation category, regardless of the number of messages sent within that period. As of July 1, 2025, WhatsApp has transitioned to a Per-Message Pricing Model for template messages. This change was introduced by Meta to simplify pricing, align with industry standards, and give businesses more granular cost visibility. 

Navigate to WhatsApp Usage Analytics

You can use the WhatsApp Usage Analytics page to track your WhatsApp message volume, monitor quota usage, and understand how message charges are calculated based on the applicable pricing model.

1. To see the current status, navigate to Reports > Usage Analytics.

2. You will see the WhatsApp Volume, based on the calculated usage by Meta.

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If you sign an annual contract, you can see the total usage under 'Overall' and only the related month's usage under the 'Month' section.

You can also see the data on the allocation by country. 

As shown in the image above, for example, in the United States, your total monthly quota stated in the contract is 39,357,192, and you have been charged for 491 WhatsApp messages in the selected month.

If you're in the POC (Proof of Concept) process, you have a 10K limit during this period. You can track how much you've used from the Usage Analytics.  

New Per-Message Pricing Model

Starting July 1, 2025, WhatsApp has transitioned from its current conversation-based pricing model to a per-message pricing model for template messages. Meta introduced this change to simplify the pricing structure, align with industry standards, and better reflect the value delivered to both users and businesses.

With the per-message pricing model, businesses are charged for each template message delivered, regardless of the conversation type.

Charges vary by message type:

  • Marketing Templates: Charged per delivered message.
  • Authentication Templates: Charged per delivered message.
  • Utility Templates: Charged per delivered message if sent outside the 24-hour customer service window — free if sent within it.

How is this different from the Conversation-Based Model?

Here’s how the new Per-Message Pricing Model differs from the previous Conversation-Based Model:

  • Conversation-Based Model: Charges per 24-hour window, regardless of how many messages are sent.
  • Per-Message Pricing Model: Charges per template message, enabling more detailed cost tracking and control.

For further information, refer to Meta’s Pricing on the WhatsApp Business Platform guide.

Message Template Categories

Template messages are the only type of messages that can be sent outside the 24-hour customer service window. Unlike non-template (free-form) messages, they are categorized as follows:

  • Marketing: Aimed at achieving various goals, from generating awareness to driving sales, such as new product announcements, targeted promotions, and cart abandonment reminders.
  • Marketing Lite: Enables you to track the performance of marketing messages, such as product announcements, promotions, and reminders, sent via the MM Lite API.
  • Utility: Meant for following up on user actions or requests such as opt-in confirmations, order/delivery management (e.g., delivery updates), account updates, alerts (e.g., payment reminders), and feedback surveys.
  • Authentication: Used to authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).
  • Service: Reserved for resolving customer inquiries. Service conversations can only be opened with free-form messages. 
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For further information about message template categories and pricing, refer to Meta's article.

Usage Analytics Under the New Pricing Model

The Usage Analytics page now shows:

  • Total number of delivered and charged template messages.
  • Category-level breakdown (Marketing, Utility, Authentication).
  • Usage comparisons against your contract quota:
    • Overall view: Cumulative template messages charged.
    • Month view: Charged messages in the selected period.
    • Country-level allocation.

This shift enables more detailed cost tracking, helping you optimize your message delivery strategy.

Usage Analytics vs. Campaign Analytics

Metrics in WhatsApp Campaign Analytics and WhatsApp Usage Analytics serve different purposes and should not be directly compared.

  • WhatsApp Usage Analytics includes all messages charged by Meta, covering:
    • Architect (automation) WhatsApp journeys,
    • Standalone WhatsApp campaigns,
    • API-sent messages (via Transactional or Conversational API)

This page is best for tracking Meta-charged message volume and comparing your quota vs. actual usage.

  • WhatsApp Campaign Analytics focuses on campaign-level performance. You can use this page to analyze:
    • Message delivery
    • User engagement
    • Audience reachability

For quota tracking and cost monitoring, rely on WhatsApp Usage Analytics. For performance insights, use WhatsApp Campaign Analytics.

FAQ about WhatsApp Usage Analytics

Q: Why do I see different Overall and Usage Analytics numbers?
A: It depends on the time you're reviewing.

  • Before July 1, 2025: WhatsApp used a conversation-based pricing model. Even if multiple messages were delivered within the same 24-hour window, only one conversation was charged. So, even if 3 messages were delivered, WhatsApp Usage Analytics would count it as 1 charged conversation, while Overall WhatsApp Analytics would show 3 delivered messages. That's why the numbers never matched exactly.
  • After July 1, 2025: WhatsApp switched to a per-message pricing model. To track usage accurately, you need to consider the combined total from multiple sources: Architect journeys, API-sent messages, and WhatsApp Campaign Analytics. These are located on different pages, and due to technical infrastructure differences, they may not perfectly align.

For the most accurate view of how much of your quota has been used, always refer to WhatsApp Usage Analytics. This data comes directly from Meta and reflects the actual number of messages that have been charged.

Q: What happens if I send a second message within 24 hours (customer service window) to the same user?
A: It depends on the message category:

  • If both messages are Marketing templates, each one is charged separately — so you’ll be charged twice.
  • If both messages are Utility templates and are delivered within the same 24-hour customer service window, they are free — no charges apply.
  • If the Utility templates are sent outside the 24-hour window, they will be charged individually.

To sum up,

  • Marketing templates are always charged per message.
  • Utility templates are free if sent within the customer service window; otherwise, they are charged.

So, two messages within 24 hours:

  • 2 Marketing messages → 2 charges
  • 2 Utility messages (within the customer service window) → 0 charges

Q: Can I have multiple open customer service windows with a customer, and when does this occur?
A: Yes. This happens when you send a template of a new message category within 24 hours or send a template during an open customer service window.

Q: When is a new customer service window opened?
A: A customer service window starts when:

  • The customer messages you (initiating a 24-hour support window).
  • You reply with a free-form message, and no other open conversation exists.

If a conversation is already open and you reply within 24 hours, no new customer service window is started.

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