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When you use Flowella with WhatsApp, you will see two distinct types of costs: your Flowella subscription (billed by Discover Digital via Stripe) and Meta’s WhatsApp Business Platform fees (charged directly by Meta through your own WhatsApp Business or Meta Business account). This article explains how both work, what each plan includes, and answers the most common billing questions. For the latest pricing numbers, always refer to the live Flowella pricing page.

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How billing works

Think of the two costs this way:
  • Flowella subscription — the software licence and usage allowance. Covers access to the Flowella platform, the HubSpot integration, dashboards, and usage up to your plan’s limits.
  • Meta (WhatsApp) fees — network fees for delivering messages. Paid via your own WhatsApp Business or Meta Business account and charged separately by Meta.
Flowella does not mark up or resell Meta fees. You pay Meta directly and remain responsible for those costs.

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Subscription plans

Free Trial — $0

Ideal for testing the Flowella experience with a limited number of conversations.
  • Up to 1,000 WhatsApp conversations
  • “Powered by Flowella.io” watermark on messages
  • Limited trial period (see checkout screen for exact duration)

Starter — $79/month

For teams getting started with WhatsApp automation.
  • 2,000 conversations per month
  • Overage at approximately $0.04 per extra conversation
  • No Flowella watermark
  • HubSpot Workflow component included

Pro — $159/month

For growing teams scaling WhatsApp automation.
  • 5,000 conversations per month
  • Everything in Starter
  • Lower overage rate (approximately $0.03 per extra conversation)

Enterprise — Custom pricing

For organisations needing bespoke support or higher usage.
  • Everything in Pro
  • Bespoke pricing and tailored usage limits
  • May be governed by a separate order form or service agreement
Contact the Flowella team to discuss.
The Free Trial plan adds a “Powered by Flowella.io” watermark to all WhatsApp messages sent from your account. Your flows may also be disabled or limited when the trial ends or when you exceed the trial conversation allowance. Upgrade to a paid plan to remove the watermark and keep your flows live.

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What counts as a conversation

In Flowella, usage is measured in WhatsApp conversations. A conversation is a single WhatsApp interaction between your business number and an end user that Flowella sends or manages — typically aligned with WhatsApp’s own conversation or session concept. Multiple messages within a single 24-hour customer service window are generally treated as one conversation from a billing perspective. Meta is transitioning to per-message billing for template messages, and Flowella may adjust its own usage counting over time. Check the Flowella dashboard and pricing page for the current definition.

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Included usage and overages

Each plan includes a set number of conversations per month. If you exceed your allowance:
  • Flowella does not typically hard-stop your flows mid-cycle.
  • Additional usage is billed as overage at your plan’s per-conversation rate, usually at the end of your billing cycle.
Usage is subject to a fair use policy. Extremely high volumes or behaviour that resembles spam may trigger a review, a request to move to a higher tier, or — in extreme cases — rate limiting or suspension. If you are planning a large campaign, contact the Flowella team in advance so you are on the right plan. You can monitor your usage at any time from the Flowella dashboard.

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Trials, renewals, and cancellations

  • Free trial starts when you create your account or activate a trial plan. It runs for a limited period or until you hit the usage cap — whichever comes first. At the end of the trial, upgrade to a paid plan to keep your flows live.
  • Paid plans are billed in advance on a monthly billing cycle and auto-renew each month unless you cancel.
  • Cancellation takes effect at the end of your current billing period. You keep full access until then and are not billed again after that date.
Flowella charges are processed securely via Stripe. Your card details are handled by Stripe and are not stored in the Flowella application.

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Meta (WhatsApp) fees

Flowella subscription fees do not include WhatsApp message delivery costs. Those are charged by Meta for use of the WhatsApp Business Platform. Meta historically used a conversation-based model where you pay per 24-hour conversation window, with categories such as marketing, utility, service, and authentication. Meta is now transitioning to per-message billing for template messages, with rates depending on category and country. This change is being rolled out across providers, so always check your own rate card for the current structure. Key points about Meta fees:
  • Rates vary by country/region and message category.
  • Some replies within the 24-hour customer service window may be free; proactive templates outside that window are usually chargeable.
  • Meta bills these fees via your WhatsApp Business account or through your Business Solution Provider.
To see your Meta charges, go to Meta Business Manager → WhatsApp Manager → Billing. There you can view your rate card for different countries and categories, billing invoices, and spending caps.

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Frequently asked questions

Yes. Conversation allowances reset at the start of each new billing month for your subscription.
Yes. You can upgrade or downgrade at any time. Upgrades usually take effect immediately with a prorated charge. Downgrades take effect at the next renewal date.
Flowella does not usually hard-stop your flows. Additional conversations are billed as overage at your plan’s per-conversation rate, charged at the end of your billing cycle. If you expect high volumes, contact the team to move to a higher tier in advance.
Meta bills WhatsApp fees separately through your WhatsApp Business account. To view invoices and your rate card, go to Meta Business Manager → WhatsApp Manager → Billing. Flowella has no visibility into or control over those charges.