Pricing on the WhatsApp Business Platform

• You are only charged when a template message is delivered ("type":"template").
• Rates vary based on the template’s category and the recipient WhatsApp phone number’s country calling code.

• All non-template messages are free ("type":"text", "type":"image", and so on). These can only be sent within an open customer service window. See Sending messages for a list of message types.
• Utility templates delivered within an open customer service window are free.
• You can unlock lower rates for utility and authentication template messages, based on messaging volume.
• All messages are free for 72 hours, including template messages, if sent within an open free entry point window.

• Marketing
• Utility
• Authentication

• CSW = Customer service window
• FEP = Free entry point window

• Meta may update pricing only on the 1st day of each quarter, thus up to 4 times per year: January 1, April 1, July 1, and/or October 1.
• Meta will provide advanced notice that is better aligned to the effort required to implement different types of pricing updates, per below:

• India⁠ – As of January 1, 2026.
• Brazil⁠ – As of July 1, 2026.

• Effective April 1, 2026 at 12am by WhatsApp Business Account timezone, the rate updates below applied:
  • Saudi Arabia – Higher marketing message rate.
  • India – Higher authentication-international rate.
  • Pakistan – Higher utility and authentication rates. No change to the authentication-international rate.
  • Turkey – Lower utility and authentication rates.
  • 8 new billing currencies introduced: ARS (Argentina), CLP (Chile), COP (Colombia), MYR (Malaysia), PEN (Peru), SAR (Saudi Arabia), SGD (Singapore), AED (United Arab Emirates).
• Effective January 1, 2026 at 12am by WhatsApp Business Account timezone, the rate updates below applied:
  • India - Higher marketing rate.
  • France, Egypt - Lower marketing rates.
  • North America - Lower utility and authentication rates.
• Effective October 1, 2025 at 12am by WhatsApp Business Account timezone, the rate updates below applied:
  • Colombia – Higher utility and authentication rates.
  • Mexico – Lower marketing rates.
  • United Arab Emirates – Higher marketing message rate.
  • Argentina, Egypt, Saudi Arabia – Lower utility and authentication rates.
  • Zimbabwe is mapped to our “Rest of Africa” region vs. “Other”. Messages delivered to WhatsApp users with a +263 country calling code (Zimbabwe) will be charged “Rest of Africa” rates.
• Effective July 1, 2025 – Lower utility and authentication message rates across several markets, to ensure pricing is on-par to alternate channels for these use cases. Marketing conversation rates became marketing message rates.
• Effective April 1, 2025 – Lowered authentication-international conversation rates for Egypt, Nigeria, Pakistan, and South Africa.
• Effective February 1, 2025 – Lowered authentication conversation rates for Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa, and the United Arab Emirates.
• Effective November 1, 2024 – Service conversations are now free for all businesses.
• Effective October 1, 2024 – Updated marketing conversation rates in India, Saudi Arabia, the United Arab Emirates, and the United Kingdom.
• Effective August 1, 2024 – Lowered utility conversation rates.

• Messages are aggregated at the business portfolio level, across all WhatsApp Business Accounts (WABAs) owned by the portfolio — To determine what tier rates may apply in a given month for a given market–category pair, Meta aggregates messages across all of a business portfolio’s WABAs for each market-category pair (e.g., Brazil–authentication, Brazil–utility, India–authentication, and so on).
• Only messages that are charged count toward the tiers — Thus, the following messages do not count:
  • Utility templates delivered to WhatsApp users within an open customer service window.
  • Utility templates delivered within a free entry point window.
• Volume tiers will be determined solely by Meta — All insights data is approximate due to small variations in data processing. Undue reliance should not be placed on insights data.

• Tiers are market–category specific — Volume tiers are aligned to our rate cards and differ by market (e.g., Brazil or Rest of Latin America) and category (utility, authentication).
• Rates are tier-specific — When a business sends enough messages at a given market–category pair to reach the next tier, they unlock the rate of the next tier, specifically for messages in that tier. This rate applies across all of their WABAs.
• Tiers reset monthly — At the start of the next month (12am WABA timezone), message count resets to 0 and businesses begin to accrue messages toward that month.

• List rate for the first A messages.
• Tier rate 1 for messages A+1 to B.
• Total charges for that month = Rate per tier 𝗑 messages in each tier.

• Day 1 to 14 of that month: Volume tiers apply on the authentication rate.
• Day 15 onward of that month: Volume tiers apply on the authentication-international rate, with messages continuing to accrue in that month. For example, if a business has already reached the Tier 2, the business would be charged Tier 2’s authentication-international rate:

• The business portfolio will be accruing toward tiers for both July (via WABA A) and August (via WABAs B, C) for a period of time.
• The business can reach the next tier for July, via WABA A. If that happens, messages for the remainder of July for WABA A will be charged Tier Rate 2.

• Provider 1: List rate for A messages, then Tier Rate 1 from A+1 to B, and Tier Rate 2 for B+1 to C.
• Provider 2: Tier Rate 2 across all of their messages.

{
  "object": "whatsapp_business_account",
  "entry": [
    {
      "id": "102290129340398",
      "time": 1743451903,
      "changes": [
        {
          "value": {
            "volume_tier_info": {
                "tier_update_time": 1743451903,
                "pricing_category": "UTILITY",
                "tier": "25000001:50000000",
                "effective_month": "2025-11",
                "region": "India"
            },
            "event": "VOLUME_BASED_PRICING_TIER_UPDATE"
          },
          "field": "account_update"
        }
      ]
    }
  ]
}

• tier_update_time tells when your WABA reached a higher volume tier (Unix timestamp).
• pricing_category tells you the template category for which your new volume tier rate applies.
• tier tells you the new volume tier’s lower and upper bounds.
• effective_month tells you the month in which your new volume tier rate is in effect.
• region tells you the WhatsApp user country/region for which your new volume tier rate applies.

"pricing": {
  "billable": false,
  "pricing_model": "PMP",
  "type": "free_customer_service",
  "category": "service"
}

"pricing": {
  "billable": false,
  "pricing_model": "PMP",
  "type": "free_customer_service",
  "category": "utility"
}

• A 24-hour customer service window is opened (as normal).
• If you respond within 24 hours using any type of message, the message will be free, and a Free Entry Point (“FEP”) window will be opened, starting from the time when you responded.

"pricing": {
  "billable": true,
  "pricing_model": "PMP",
  "type": "regular",
  "category": "<PRICING_CATEGORY>"
}