How Hunter works, from day 1 to full operation

Most likely the 24-hour window has closed. Meta only allows free-form text within 24 hours of the customer's last message. After that, only an approved template can reopen the conversation, and once the customer replies, the window opens again. Hunter shows the remaining time at the top of the conversation.

Meta states the reason, and it appears on the Templates screen. The most common causes are: wrong category (marketing declared as utility), promises or promotional language in a utility template, variables without examples, or content outside the policies. Adjust the text and submit it again; there is no penalty for resubmitting. If you are unsure, check with us first.

Since July 2025, Meta charges PER MESSAGE sent, no longer per 24-hour conversation, and the price varies by template category and the recipient's country. From cheapest to most expensive: authentication and utility at the bottom, marketing well above. In Brazil, a marketing template costs about ten times a utility one. Service messages (when the customer wrote first and you reply within the 24-hour window) are not charged today; starting October 2026, Meta will charge for those as well. Rollin does not resell messages or add a margin: you pay us for the platform and pay Meta directly for usage.

It depends on how many templates you initiate, not on how many messages you exchange. As an August 2026 reference for Brazil, in orders of magnitude: marketing around thirty to fifty centavos per send, utility and authentication a few centavos, and replies within the 24-hour window at no cost. Someone who sends three hundred utility templates a month spends around ten reais; the same three hundred as marketing go past one hundred. That is why the template category matters more than volume. The official, always up-to-date price list is at business.whatsapp.com/products/platform-pricing, and in your dashboard, under Integrations › Costs, you see what you have already used by category to check the invoice.

Some platforms sell prepaid message packages and bill everything on one invoice. It looks simpler, and it is usually much more expensive: whoever resells messages builds in a margin to cover the risk of non-payment, and the bill ends up higher than what you would pay Meta directly. We prefer to be transparent: you pay us for the platform and pay Meta for usage, with no middleman and no hidden margin. Since July 2026, Meta bills Brazilian companies directly in reais, which took exchange rates and international credit cards out of the equation. During onboarding we set up that billing with you, and from then on the cost dashboard shows usage month by month.

Meta gives your number a rating (green, yellow or red) based on blocks and reports from customers. A low rating reduces your sending limit and, if it persists, can restrict the number. What hurts it most: messaging people who did not ask, text that looks like spam and high volume all at once. We monitor it and let you know before it becomes a problem.

A department defines who handles the conversation: it belongs to Sales, Support or Billing, and disappears from the other teams' queues. A tag is a free-form label to help you find it later: Urgent, Quote sent, VIP customer. A conversation has one department and as many tags as you want.

Same concept, with one important difference. Meta's official API has no labels: they exist only in the app and are stored on the device. Anyone who moves from the app to the API loses their labels, and it is up to the platform to bring that feature back. In Hunter, besides coming back, they belong to the whole organization: the entire team sees and filters by the same tags, which does not happen in the app.

The dividing line is what you do with the number. Start is the entry point: your number connected to the official API and the full inbox to reply to customers, with tags and departments to organize conversations. You create your own templates and send them one at a time; it does not include campaigns, forms, API or AI. Pro is the complete operation: campaigns to lists (up to 10,000 per month), in-chat forms, templates managed by us, an API for your system and AI in conversations, plus business verification handled by our team. Scale is for scaling up: up to 3 numbers, 15 users, 50,000 sends per month, unlimited templates and Hunter tailored to your operation, with an account manager. If you are torn between Start and Pro: do you want to send to a list? Then it is Pro.

The AI available from the Pro plan up supports your agents; it does not reply automatically. With one click inside the conversation it returns an objective summary of what has been covered, the customer's sentiment (positive, neutral or negative) with the reasoning, the main intent and up to three suggested next steps. It lets you take over a long conversation in seconds and helps supervisors quickly spot who is unhappy. Your team is still the one talking to the customer. Automated service by an AI agent is a separate project, quoted on request.

Yes. Each plan includes a set number (2 on Start, 5 on Pro, 15 on Scale), and additional users cost R$ 97 (BRL) per month. If your team has grown significantly, moving up a plan usually pays off.

Yes. Scale already includes up to 3 numbers; on Start and Pro, each additional number is purchased separately for R$ 147 per month, plus R$ 247 for activation. All of them appear in the same inbox, handled by the same team, but each number has its own templates, its own quality rating and its own daily limit with Meta, all kept separate in the dashboard.

Use "Forgot my password" on the login screen; the reset link goes to the registered email. If your email changed or you no longer have access to it, message us on WhatsApp and we will fix it.

On Start, by email during business hours. On Pro and Scale, on WhatsApp with priority, plus a monthly review of your number's quality. Scale also comes with a dedicated account manager.