Meta Pricing

Pricing on the WhatsApp Business Platform is straightforward and aligned with messaging costs across other channels. Meta charges on a per-message basis for each message successfully delivered to a user.

📘

Important Update

Starting July 1, 2025, Meta is lowering rates for utility and authentication messages in several markets. Additionally, marketing conversation rates are now referred to as marketing message rates.

You’re only charged when a message is delivered. Charges are based on:

• The recipient’s country code (i.e., where the message is sent).
• The message category, such as marketing, utility, authentication, or service.

Pricing varies by market and message category combination.

Charging Per Message

Pricing on the WhatsApp Business Platform follows a similar model to other messaging channels—businesses are charged for each message sent. This ensures consistency and predictability across platforms.
Each time a business sends a template message to a user, it counts as one charge. For example, if a business sends one marketing message and one utility message to the same user, this results in two separate charges—one for each message category.

No Charge for Customer-Initiated Conversations

Meta offers multiple ways for businesses to interact with customers on WhatsApp without incurring costs.
As long as the 24-hour customer service window is open—starting and resetting with each user message—businesses can respond with free-form service messages or utility template messages, completely free of charge.

When You're Not Charged

• Businesses are not charged when sending service or utility messages in response to a user within the 24-hour customer service window.
• The 24-hour window resets every time the user sends a message.

Simple and Transparent

Meta’s pricing model is designed to be clear and easy to understand. As shown in the example image below, businesses can quickly see how and when charges apply—making it simple to plan, manage, and maximize the value of their conversations on WhatsApp.