How does WhatsApp's per-message pricing work?
Since 1 July 2025, Meta charges per template message delivered, not per conversation.
Since 1 July 2025, Meta charges businesses on the WhatsApp Business Platform for each template message delivered, at a rate set by the template's category (marketing, utility or authentication) and the customer's country code. Non-template replies inside an open 24-hour customer service window are free, and so are utility templates sent inside that window.
- Charged per delivered template, not per conversation.
- Rate = category × customer's country code.
- Volume tiers lower utility and authentication rates; marketing has no tiers.
- Free entry point: 72 hours of free messages after a click-to-WhatsApp ad.
Sources: Meta: WhatsApp Business Platform pricing. Checked 9 October 2026.
Before and after July 2025
Until 30 June 2025, Meta charged for 24-hour conversations. From 1 July 2025 it moved to per-message pricing: each delivered template message is charged, and the price depends on the template's category and the recipient's country calling code.
The three template categories
- Marketing: offers, announcements, invitations. Always charged.
- Utility: updates about something the customer did or asked for, such as a booking confirmation or an order update. Free inside an open customer service window; charged outside it.
- Authentication: one-time passcodes.
The customer service window
When a customer messages you, a 24-hour customer service window opens. Inside it you can send normal (non-template) messages for free. After it closes, you can only send templates, and they're charged.
Free entry points
If a customer reaches you through a click-to-WhatsApp ad or a Facebook Page call-to-action on the WhatsApp mobile app, and you reply within 24 hours, a 72-hour free entry point window opens in which all messages, templates included, are free.
Volume tiers
Meta lowers utility and authentication rates as your monthly volume grows. Tiers are worked out per business portfolio, per market and category, and reset each month. Marketing messages don't get tiered rates.
A note on October 2026: some WhatsApp providers report that from 1 October 2026 Meta charges for service messages beyond 1,000 a month per number, and for utility templates sent inside the 24-hour window. Meta's own pricing pages didn't show this change when we checked on 9 October 2026. We'll update this page when Meta confirms either way. Check Meta's pricing page before you budget.
People also ask
No. Messages your customers send you are free.
Utility, as long as it's about the booking the customer made and doesn't include promotional content. Meta reviews templates and can re-categorise them.
More answers
How much does the WhatsApp Business API cost in India?
Using the WhatsApp Business API in India costs two things: Meta's per-message charges for template messages, which depend on the template's category (marketing costs the most), and a monthly fee to the provider whose software you use. Replies you send inside the 24-hour customer service window are free under Meta's published pricing.
Read the answer Costs and pricingAre replies to customers on WhatsApp free?
Under Meta's published pricing, replies to a customer are free if you send them within 24 hours of the customer's last message, because the customer service window is open. After 24 hours you can only send an approved template, and templates are charged.
Read the answerKeep every customer smiling.
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