View message insights for your WhatsApp Business account

Explore our help content library to find answers and troubleshoot issues.

Before you begin

View message metrics

You can view the metrics of messages, including:

• All messages: The number of messages on WhatsApp between your business and customers. The types of messages include:

  • Service messages: Messages that initiate in response to a customer message within the 24 hour customer service window are considered service messages.
  • Businesses must use an approved message template to send a message to a customer when the 24-hour customer service window is not open. These templates include:

    • Marketing messages: Messages that enable businesses to achieve a wide range of goals, from generating awareness to driving sales or retargeting customers. Any template message that does not qualify as utility or authentication is a marketing message.
    • Utility messages: Messages that are not promotional and specific to or requested by customers (like order confirmations and fraud alerts). Messages that are essential or critical to customers (like a tornado warning or a fraud awareness alert) are also utility.
    • Authentication messages: Messages that enable businesses to verify a customer’s identity with one-time passcodes (OTPs), potentially at various steps in the customer journey (like new account creation, account access and recovery or securing new orders).
• Free messages: This imported metric description may have changed in WhatsApp Manager. Check whether messages fall within the current service allowance or another Meta exemption; do not treat all service and utility messages as free.

  • Service messages: Non-template replies within the 24-hour customer service window. Meta does not charge for the first 1,000 service messages per business phone number each month; later service messages are billable under its current rule.
  • Utility messages in response to customers: Check current Meta pricing and your provider's terms before treating a utility template as free.
  • Messages sent during a free entry point window: When a customer messages a business from an ad that clicks to WhatsApp or a Facebook Page action button on an Android or iOS device, it opens a 72-hour period where your business can send any category of message without being charged.
• Paid Messages: The number of delivered messages that are charged under Meta rules. These can include marketing, utility, authentication, and service messages after the monthly service allowance.
• Approximate charges: An estimate of Meta's message charges. These can depend on the recipient's market and message category, including billable service messages. If your business pays through a partner, use that partner's terms for the amount payable.

Note: Beginning July 1, 2023, we will no longer show approximate charges in WhatsApp Manager for businesses who bill through a partner (i.e., BSP). To understand your charges, please reach out to your partner.

Note: Savings on utility or authentication messages from volume tiers will not be displayed in your metrics. Learn more about volume tiers.

View metrics for all messages