Simple, Transparent Pricing
All features on every plan. Pay only when you grow.
- Answers customers 24/7
- Unified Inbox + Contacts Management
- Connect to all channels
- Integrations
- Use our apps for free
- Everything in Free tier
- No limits on conversations
- No setup fees
- Support from our AI experts
- Send Marketing Messages
An automated conversation is any chat handled completely by your AI agent. If you or your team reply within 48 hours of the conversation starting, it does not count as automated.
Meta charges per message (effective July 1, 2025). Several message types are always free: non-template replies inside an open customer-service (CS) window, utility templates sent inside a CS window, and any message sent inside a 72-hour Free Entry Point window (triggered by Click-to-WhatsApp ads). Marketing templates are always charged, as are utility and authentication templates sent outside a CS window. Rates depend on destination country — representative ranges: Marketing ~$0.025–$0.14, Utility ~$0.004–$0.05. AssistantLabs passes these fees through at cost with no markup.
Feature Comparison
| Feature | Free | Paid |
|---|---|---|
| AI Assistants | 1 assistant | Additional assistants at extra cost |
| All Channels (WhatsApp, Instagram, Messenger, Web) | Included | Included |
| All Integrations | Included | Included |
| Unified Inbox & CRM | Included | Included |
| Apps (Monday.com, Wix) | Included | Included |
| Automated Responses | Monthly limit | Unlimited |
| Marketing Messages | Not included | Included |
| Priority Support | Community | AI experts |
Pricing FAQ
What counts as an automated conversation?
Any chat handled by your AI agent. If you or your team reply within 48 hours of the conversation starting, it does not count as automated.
Can I upgrade or downgrade anytime?
Yes. Change your plan at any time. No contracts, no commitments.
Is there a setup fee?
No. Zero setup fees on any plan.
What payment methods do you accept?
We accept all major credit cards. Payments are processed securely.
What happens when I hit the free plan limit?
Your agent pauses automated responses until the next month. You can upgrade to the paid plan anytime to remove limits.
How much do WhatsApp messages cost?
Meta charges per message. Rates depend on category and destination country. Representative ranges: Marketing ~$0.025–$0.14, Utility ~$0.004–$0.05, Authentication ~$0.004–$0.05. Service messages (non-template replies inside an open CS window) are free. Rates vary by country and can change up to 4 times a year.
What is the 24-hour customer service window?
When a customer messages you first, a 24-hour customer service (CS) window opens. All non-template replies inside that window are free. Utility templates sent inside the window are also free. Outside the window, you need a template message, which Meta charges for.
Are conversations from Click-to-WhatsApp ads free?
Yes. When a user starts a conversation via a Click-to-WhatsApp ad, a 72-hour Free Entry Point (FEP) window opens. Any message you send during that window — including templates — is free.
Are utility templates always charged?
No. Utility templates sent inside an open customer service window are free. They are only charged when sent proactively outside a window to re-engage or reach out to a customer.
Are there volume discounts for WhatsApp messages?
Yes. Meta offers tiered pricing for utility and authentication messages. Higher monthly volume unlocks lower per-message rates. Tiers reset monthly and are tracked per country and category.
When does Meta update WhatsApp prices?
Meta can change rates up to 4 times a year — on January 1, April 1, July 1, and October 1 — with advance notice. The next scheduled change is April 1, 2026.
Does AssistantLabs charge extra on top of Meta's fees?
No. We pass Meta's WhatsApp messaging fees through at cost with no markup.
What is a WhatsApp template message?
A template message is a pre-approved message format used to start or re-open a conversation. Templates must be submitted to Meta for approval before use. They are how businesses reach out to customers first — or continue a conversation after the 24-hour window closes.
What is the difference between a marketing and a utility template?
Marketing templates are promotional — offers, announcements, campaigns. They cost more because Meta restricts how often businesses can send them. Utility templates are transactional — order confirmations, appointment reminders, shipping updates. They cost less and have fewer restrictions.
Why does Meta charge for template messages at all?
To prevent spam. Without a cost attached to outgoing messages, businesses could blast unlimited promotions to every phone number. The fee — combined with template pre-approval — is Meta's way of keeping WhatsApp a high-trust channel where people actually want to receive messages.
Start Free Today
No credit card required. All features included. Upgrade when you are ready.