Cheerio AI Messaging Pricing Policy Updates 2025

Effective from July 1st, 2025. At Cheerio, we’re working to create a more transparent and user-friendly experience for our customers. As part of our ongoing commitment to help you get the most out of your WhatsApp marketing and communication efforts, we're excited to share an important update to our WhatsApp Message Charging Policy.

This change is designed to ensure you only pay for what truly matters—delivered messages—with more flexibility and zero costs for active customer conversations.

Here’s everything you need to know:

1. On Whatsapp cloud api you only pay when messages are delivered

You are only charged when a message is successfully delivered to your audience. Our pricing is based on:

• Destination: The recipient’s country (determined by the country's calling code).

• Message Type: The category of your message—Marketing, Utility, or Authentication.

 Note: Our rates vary depending on the country and message category combination.

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2. WhatsApp Template message Pricing

We charge per template message sent through WhatsApp.

Here’s how it works:

If you send one Marketing template and one Utility template to a user, you will be charged once for each category.

Why does it make sense?

This model aligns with pricing on other digital messaging platforms, ensuring fairness and consistency across channels.

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3. Free Messaging Within the 24-hour Customer Service Window with utility templates

When your customers reach out to you, you get a 24-hour window to respond — absolutely free. And you won’t be charged for the utility message within a 24-hour window, but will be charged if the message falls in the marketing category.

How it works:

• The 24-hour window resets every time a customer sends you a message.
  

• During this time, you can reply using:

  • Free-form messages (no template required)

  • Utility templates (e.g., order updates, confirmations)

  
  

Note: If your message falls under the marketing category, standard charges will apply — even within the 24-hour window.

What does this mean for your business?

• Free, unlimited replies within 24 hours of customer interaction (except marketing templates)

• More flexibility to respond via AI agents or live support

• Zero cost for prompt, service-oriented communication

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4. Email Pricing

You will be charged for the number of Email attempts made to send an email using Cheerio.

1 Email Credit = 1 Attempted contact

For more information, you can contact your account manager.

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5. SMS Pricing

You will be charged for the number of SMS Messages that are attempted to send using Cheerio.

Pricing for the SMS varies based on the recipient's location.

For more information, you can contact your account manager.

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Summary at a glance

Message Type	When Charged?	Charged?
Template - Marketing	Sent by business	✅ Yes
Template - Utility	Sent by business outside 24-hr window	✅ Yes
Template - Utility	Sent within 24-hr window	✅ Yes
Free-form Message	Sent within 24-hr window	❌ No
Free-form Message	Sent after 24-hr window	🚫 Not allowed
Email	For every attempt made	✅ Yes
SMS	For every attempt made	✅ Yes