Meta WA Insights
Meta WA Insights displays analytics data pulled directly from Meta’s WhatsApp Business API. This gives you the official view of your messaging performance, conversation usage, and costs as reported by Meta.
You can access this dashboard from the left navigation under Campaigns > Meta WA Insights.
Filters
At the top of the dashboard you can filter the data by:
- WhatsApp Number — select which connected WhatsApp number to view analytics for.
- Date range — pick a From and To date to define the reporting period.
- Granularity — toggle between Daily and Monthly to group data by day or month.
Monthly granularity requires the date range to span at least one full calendar month.
Messaging
The Messaging tab shows message volume over time:
- Total Sent — the number of messages sent during the period.
- Delivered — how many messages were successfully delivered.
- Delivery Rate — the percentage of sent messages that were delivered.
A bar chart displays sent and delivered counts for each day or month.
Conversations
The Conversations tab breaks down your WhatsApp conversations by category, direction, and type.
Conversation categories
Meta classifies WhatsApp conversations into four categories:
- Marketing — promotional messages, offers, and product announcements.
- Utility — transactional messages such as order confirmations and shipping updates.
- Service — customer-initiated conversations where you respond within 24 hours.
- Authentication — one-time passcodes and verification messages.
What you can view
- Total Conversations — the number of conversations opened across all categories.
- Total Cost — the total cost for all conversations in your WABA currency.
- Business vs User Initiated — how many conversations were started by your business versus by customers.
- Breakdown by Category — a table showing conversation count and cost per category.
- Breakdown by Type — Regular (paid), Free Tier, and Free Entry Point conversations.
A stacked bar chart shows conversations over time grouped by category.
Pricing
The Pricing tab gives you a detailed cost breakdown:
- Total Cost — the total amount spent in your WABA currency (e.g. INR, USD).
- Total Messages — the number of billable messages.
- Avg Cost/Message — average cost per message.
- Breakdown by Category — a table with message count and cost for each pricing category (Marketing, Utility, Service, Authentication, and others).
A stacked bar chart shows cost over time grouped by pricing category.
Templates
The Templates tab shows per-template performance for up to 10 templates:
- Templates Used — the number of distinct templates with activity.
- Total Sent / Delivered / Read — aggregate counts across all templates.
- A bar chart comparing sent, delivered, and read counts for each template.
Template analytics only supports Daily granularity. The Monthly toggle is automatically disabled when viewing this tab.
This data complements Wap2b Insights by providing the billing and cost perspective directly from Meta.