WhatsApp Campaign Pricing and Fair Use
Reepli billing covers two quite distinct things:
- The monthly subscription — a fixed plan (Starter, Pro or Business) that includes a fair-use allowance.
- Broadcast campaigns — charged when sent, on top of the subscription, via a pre-authorization followed by a charge for the actual amount.
This page covers both.
Monthly fair use
Reepli doesn't charge per message or per character: each plan includes an indicative monthly allowance. As long as your usage stays consistent with your activity, the service keeps working. Beyond a significant threshold, we'll get in touch to discuss the plan that suits you.
| Monthly allowance | Trial | Starter | Pro | Business |
|---|---|---|---|---|
| WhatsApp messages exchanged | 2,000 | 1,000 | 5,000 | 20,000 |
| Bot replies | high | moderate | high | very high |
| Synced Google calendars | — | Unlimited (fair use) | 3 | Unlimited |
What do the counters measure?
- Messages exchanged: all the bot's incoming and outgoing messages, regardless of the WhatsApp category (service, utility, marketing, authentication).
- Bot replies: the total amount of text processed by the AI to generate the replies. Higher plans allow more headroom.
The counters reset on each anniversary date of your subscription. You can track them in real time on the Billing page.
Broadcast campaigns
Available on the Pro and Business plans, WhatsApp campaigns let you send the same message template to several hundred or thousand contacts in a single operation.
How Reepli charges for a campaign
Reepli passes on the Meta cost plus a fixed margin per send, with no additional subscription. Payment happens in two steps:
- Pre-authorization when the campaign is launched.
- Reepli estimates the maximum amount based on the number of recipients and the country's Meta rate.
- A temporary authorization is placed on your card (visible on your bank statement for a few days).
- Charge at the end of the send.
- Reepli counts the messages actually sent (a blocked or unreachable recipient is not charged).
- The actual amount is charged and the difference from the pre-authorization is released.
This is why you may see an authorization appear at launch, then the actual invoice a few hours later, for a lower amount.
The rate depends on the country
Meta charges per conversation depending on the template category (marketing, utility, authentication) and the recipient's country. Reepli applies the current Meta rate plus a fixed margin.
Before launching a campaign, Reepli displays an estimate of the total cost in the confirmation screen. You see the maximum amount before confirming.
Meta rates change regularly and vary by the recipient's country. That's why Reepli always displays an estimate before launch rather than a fixed rate.
Service conversations (customer-initiated)
When a customer messages you first, you have a 24-hour service window during which you (or the bot) can reply freely, without using a template, and at no additional cost beyond the subscription.
It's within this window that the Reepli bot automatically replies to customer questions: qualification, appointment booking, FAQ, etc. No per-message send fee.
After 24 hours with no message from the customer, to reach out to them again you must use a Meta-approved template, and this counts as a campaign send (charged per conversation).
Simplified diagram
Customer sends a message
|
v
[24h service window open]
|
|-- The bot replies (text, image, etc.) — INCLUDED in the subscription
|-- The bot replies 2h later — INCLUDED
|-- The customer replies — the window is extended
|
v
[24h with no message from the customer]
|
v
[Window closed]
|
v
To reach out again: template required = new charged send
Tracking your usage
On the Billing page, you can see in real time:
- Messages exchanged this month (and the allowance threshold)
- AI usage this month
- Counter reset date (= next renewal date)
- History of charged campaigns and their actual cost
Optimizing your costs
Best practices
- Favor inbound conversations. Encourage your customers to start the conversation via a QR code, a
wa.me/...link or a WhatsApp button on your website — the 24-hour service window is not charged per conversation. - Categorize your campaign templates correctly. A "utility" template (appointment reminder, confirmation) costs less than a "marketing" template.
- Segment your campaigns. Don't send to inactive contacts: it's wasteful and it degrades your Meta quality score.
- Take advantage of the 24-hour service window. Set up the bot to reply within 24 hours of each customer message — you avoid opening a new paid conversation just to send a reply.
Common mistakes to avoid
- Sending a marketing template when a utility template would do (more expensive for nothing).
- Letting the 24-hour window expire and then sending a template just for a reply.
- Launching a campaign to a list of contacts without opt-in (risk of reports + a degraded quality score).
Meta checks the category of your templates at approval. A mis-categorized template (marketing content submitted as utility) will be rejected or automatically re-categorized by Meta. See Template rejected.
Frequently asked questions
How can I find out how much a campaign will cost before sending it? Reepli always displays an estimate before launch, based on the number of recipients and their country. The amount charged after the send is generally lower (unreachable recipients are not charged).
Why are there two amounts on my bank statement for the same campaign? That's the pre-authorization + charge mechanism. The pre-authorization is a temporary hold that disappears in the following days; only the charge (the actual amount) stays on your statement.
Do multimedia messages (images, videos, documents) cost more? No. The Meta rate is per conversation, not per message or content type. Text, image, video and document are all at the same rate.
What happens if I exceed the fair-use allowance? The service is not cut off abruptly. Beyond the threshold, we'll get in touch to discuss the plan that suits your volume.
Are campaigns available on the Starter plan? No. Broadcast campaigns are available from the Pro plan onward.