Free entry point conversations are triggered when a user initiates a chat through a WhatsApp button on your Facebook or Instagram ads or via a "Click-to-WhatsApp" link. These conversations are free for the first 72 hours after the user starts the chat.

The cost depends on the type of message—marketing, utility, authentication, or user-initiated—and varies by country. You can check out the pricing structure at WhatsApp Business API Pricing Structure - All You Need to Know.

Marketing messages are proactive, promotional messages sent to users, such as offers, reminders, or product announcements. These are usually priced higher than other categories.

Utility messages are service-related updates like order confirmations, delivery updates, or appointment reminders.

Authentication messages are used for user verification, such as sending one-time passwords (OTPs) or two-factor authentication codes.

Templates are categorized based on their intent: promotional for marketing, service updates for utility, and verification codes for authentication. The WhatsApp Business Manager provides a category selection when creating templates, and templates are reviewed to ensure correct classification.