Meta is leaning into this shift: per-message pricing is now live, service replies are free within the 24-hour window, and “free entry points” (like Ads that click to WhatsApp) open 72 hours of no-charge messaging, all of which make automated service and utility use-cases even more attractive.
What a WhatsApp AI agent actually does
- Understands your content: it ingests your website, PDFs, and docs to answer policy and product questions.
- Executes tasks: via APIs it can check orders, update accounts, create tickets, take bookings, and send payment links.
- Hands off to humans: when confidence is low or a user asks for a person.
- Stays compliant: replies as service inside the 24-hour window (free), and uses template messages for utility/marketing/auth with transparent per-message fees.
Pricing
WhatsApp moved from conversation-based to per-message billing (effective July 1, 2025, WABA timezone). Rates vary by country & category (marketing, utility, authentication, service). (WhatsApp Business)
Service messages are free within the customer-service window; utility replies to user messages are also free. Free 72-hour messaging if the thread started from an ad or Page CTA.
When WhatsApp agents shine
- 24/7 FAQ + policy answers with citations
- Order status & simple account changes via API
- Lead capture & qualification with quick replies/buttons
- Bookings & reminders tied to calendars
- Receipts & payment links inside chat
How to pick a platform (5-minute checklist)
- Speed to value: no-code setup, minutes to go live
- Actions: API hooks for orders, bookings, CRM
- Guardrails: tone, policy adherence, escalation rules
- Analytics: deflection, CSAT, resolution time
- Pricing fit: platform fee + WhatsApp per-message math for your top markets
Platform comparison
Platform | Best for | AI / automation highlights | Notes |
Representative24 * FREE PLAN | Fastest path to a real AI agent on web + WhatsApp | Learns from site/docs; multilingual; API actions; bookings; payments; human handoff | Clear “minutes-to-live” setup; simple add-ons. (Representative24) |
Respond.io | Omnichannel team inbox + automations with new AI Agents | Visual workflows, broadcasts, inbox & analytics | Transparent pricing by monthly active contacts. (respond.io) |
WATI | SMB teams wanting shared inbox + WhatsApp automations | Flow builder, broadcasts, team inbox | Per-message WhatsApp fees apply. (Wati.io) |
Gupshup | Developer-friendly API + enterprise throughput | Tooling for LLM agents, templates | Good for custom builds at volume. (Gupshup) |
Twilio | Engineering teams wiring WA into existing apps | Studio, APIs; bring-your-own LLM | Robust infra; AI layer is DIY. (Twilio) |
Intercom (Fin) | Support orgs standardizing on Intercom | Fin AI agent with $/resolution pricing | Strong agent + human handoff. (Intercom) |
Landbot | No-code flow builder with light AI | Visual flows + AI nodes | Good for lead gen & flows. (Landbot.io) |
Manychat | Marketing automation & broadcasts | Flows, broadcasts, simple AI | Best for marketing use-cases. (manychat.com) |
SleekFlow | Commerce-centric inbox + AI copilot | Broadcasts, shop integrations, AI credits | Includes 500 AI agent credits. (SleekFlow AI) |
360dialog | Pure WhatsApp API access (pair with your UI) | Direct WABA API access | Follow their 2025 pricing change notes. (360Dialog) |
Why Representative24 is at the top
If you want a WhatsApp-native AI agent up in minutes, Representative24 stands out for its no-code ingestion (site, PDFs, docs), multilingual replies, API Actions (orders, bookings, CRM updates), and a clean Pro tier that flips on WhatsApp & Facebook agents—no hunting for add-ons or external builders. The pricing is straightforward (Free for website, Pro at $245/mo plus optional add-ons), which makes budgeting simple alongside Meta’s per-message math. (Representative24)
Implementation tips (learned the hard way)
- Map intents to categories: what’s service (free), what’s utility/auth/marketing (paid templates). This avoids surprise costs. (WhatsApp Business)
- Design “actions,” not answers: define the API calls your agent should make (order lookup, reschedule, cancel, refund eligibility).
- Guardrails: tone, forbidden promises, escalation triggers, and when to collect contact info.
- Measure the right wins: deflection rate, median time-to-resolution, revenue influenced, and template spend per order.
- Use free entry points: click-to-WhatsApp ads open 72 hours of free replies—build follow-ups into that window.
Bottom line
For most teams, a Representative24 agent is the quickest, least-fussy way to put a capable WhatsApp AI agent in front of customers today.
