Reply allowances explained: what counts as a reply, what does not, how to estimate your monthly need from current message volume, what happens at the limit, and how to pick a plan without overpaying
Reply-based pricing is simple once you know what a reply is and what it is not, and most owners overestimate their need by a wide margin because they count messages rather than AI replies. Here is the definition, the arithmetic, and a worked example.
Quick answer
A reply is one message written by the AI agent and sent to a customer, on WhatsApp or the website assistant. Customer messages, your own replies from the inbox, system messages (reminders, hand-over notes) and sandbox test chats do not count. Estimate your need by counting conversations per month and multiplying by the average AI replies per conversation (three to five for most businesses). When the allowance runs out, the agent pauses and hands over to you until you top up or the month resets; top-ups of 1,000 replies cost $10 and never expire. ReplyKit's Starter covers 1,000 replies, Growth 5,000, Pro 20,000.
What counts and what does not
| Counts | Does not count |
|---|---|
| Each message the agent writes to a customer on WhatsApp | Messages customers send |
| Each message the website assistant writes to a visitor | Replies you or your staff send from the inbox or phone |
| System messages: booking confirmations, reminders, hand-over notices | |
| Test chats in the dashboard sandbox | |
| Follow-up nudges are AI replies and count |
A conversation where the customer sends six messages and the agent sends four counts as four. The count resets on the first of each calendar month.
Estimating your need
- Count conversations in a typical week: distinct customers who messaged. Ten a day is about 300 a month.
- Estimate AI replies per conversation. A quick question is one or two; an enquiry with qualification and booking is four to six; a support thread can be eight. Most businesses average three to five.
- Multiply. 300 conversations times four is 1,200 replies.
- Add the website assistant if you use it: visitor chats are usually shorter, two to three replies.
- Add 20 percent headroom for a busy month.
Worked example
| Business | Conversations a month | Replies each | Monthly need | Plan |
|---|---|---|---|---|
| Solo tutor | 60 | 4 | 240 | Starter (1,000) |
| Salon with two chairs | 250 | 4 | 1,000 | Starter, tight; Growth for headroom |
| Online store with website chat | 400 WhatsApp + 300 web | 4 and 2 | 2,200 | Growth (5,000) |
| Clinic with three locations | 1,200 | 5 | 6,000 | Pro (20,000) or Growth plus top-ups |
Plan features beyond replies (numbers, agents, nudges) are compared in which plan, and the cost against a hire in the ROI.
At the limit
- The dashboard shows usage against the allowance all month.
- When it runs out, the agent stops replying and hands every new chat to you with a notification; customers are not left unanswered by silence, they are answered by a person.
- A top-up of 1,000 replies for $10 restores service immediately and never expires, so a one-off busy month does not force a plan change.
- If you top up two months running, the next plan up is cheaper per reply.
Frequently asked questions
What counts as one reply?
One message written by the AI agent and sent to a customer, on WhatsApp or the website assistant.
Do customer messages count?
No. Nor do your own replies, system messages like reminders, or sandbox tests.
How do I estimate my monthly need?
Conversations per month times average AI replies per conversation, usually three to five, plus 20 percent headroom.
What happens when I run out?
The agent pauses and hands new chats to you until you top up or the month resets.
Do top-ups expire?
No. 1,000 replies for $10, kept until used.
Pick the right size, top up if you grow
1,000 replies on Starter, 5,000 on Growth, 20,000 on Pro, top-ups that never expire. 7-day free trial, no card.
Sources and further reading
- Harvard Business Review, The Short Life of Online Sales Leads (Oldroyd, McElheran, Elkington, 2011) · firms that responded within an hour were about seven times more likely to qualify the lead
- WhatsApp Business Messaging Policy · opt-in, opt-out and prohibited-use rules every business must follow
ReplyKit is an independent product and is not affiliated with or endorsed by Meta or WhatsApp. This article is general guidance for running a small business, not legal, financial or regulatory advice.