Per-message pricing (Effective since 1 July, 2025)

Starting 1 July 2025 at 12:00 AM (based on your WhatsApp Business Account’s timezone), WhatsApp will move from conversation-based to per-message pricing for all businesses. Under this model, you’ll be charged per delivered template message, depending on its category.
You will be charged:

• For each delivered marketing template message
• For each delivered authentication template message
• For each delivered utility template message sent outside of the customer service window

For example, if you send one marketing template and two utility templates to a customer, this will count as three charges. However, if the two utility messages are sent within an active customer service window, only the marketing message will be charged.
 

Free utility templates in the customer service window

Starting July 1, 2025, utility templates sent within a customer service window ("CSW") are free for all businesses. This means you won’t be charged when sending utility templates within 24 hours of a customer’s last message.

Utility templates sent outside the customer service window will continue to be charged at the standard utility rate.

Example behavior:
The diagram below shows two utility templates sent at different times:

• um1 is sent within the customer service window → ✅ Free
• um2 is sent after the window has closed → 💬 Charged

Volume tiers for utility and authentication messages

Effective 1 July 2025, WhatsApp is introducing volume-based pricing tiers for utility and authentication template messages. The more messages you send in these categories, the lower your rate — encouraging adoption of these use cases on WhatsApp.

How volume tiers work

• Tier-based rates: As you send more messages, you’ll unlock lower rates based on volume tiers. The reduced rate only applies to messages within the higher tier.
• Per market and category: Tiers are defined separately by market (e.g. Brazil, India) and message category (utility, authentication). Your volume in one category or market does not affect another.
• Monthly reset: Message counts reset to 0 at the start of each calendar month (12:00 AM in your WhatsApp Business Account timezone).
• Counts across business accounts: If your business manages multiple WhatsApp Business Accounts, your message volumes are aggregated by market and category across the entire business portfolio.

The new volume tiers, effective July 1, 2025, are reflected alongside our messaging rate below.

Example: how volume tiers apply

The table below shows how volume-based pricing works for authentication messages sent to India. This example is illustrative — actual tier thresholds and rates are available in the official rate card.

Example 1: Sending B utility messages in India

• The first A messages are charged at List Rate
• Messages A+1 to B are charged at Tier Rate 1
• Total cost = (messages in each tier) × (rate for that tier)
  
   

Example 2: Mid-month eligibility for new rates

If your business becomes eligible for authentication-international rates on the 15th of the month:

• From Day 1 to 14, messages use volume tiers for the original rate (e.g. authentication)
• From Day 15 onward, messages use volume tiers for the new rate (e.g. authentication-international), based on total messages sent that month

Free service conversations

Starting 1 November 2024, all service conversations are free for all businesses. This means the previous monthly cap of 1,000 free conversations no longer applies — you can now respond to users without limits as long as a customer service window (CSW) is open.

Example: how a free service conversation works

• Hour 0: A WhatsApp user messages your business outside working hours
   → This opens a customer service window
   
• Hour 0: Your AI bot auto-replies with a free-form text message confirming an agent will respond at 9 AM
   → This reply is free and valid under the open window
   
• Hour 12: A customer service agent replies with another text message
   → Still within the window and free of charge
   

✅ All messages exchanged within this 24-hour window count as one service conversation — and from 1 November 2024 onward, there’s no charge for these conversations.

Messaging rate and volume tier

WhatsApp messaging fees are charged by Meta. Moving forward, rates may be updated as frequently as quarterly. For the most current information, please refer to Meta's website: Meta WhatsApp Pricing.

This table reflects the latest updates from Meta (starting from 1 July 2026): 

Per-message rate (in USD), effective until September 30, 2026

New pricing effective October 1, 2026 (in USD)

New pricing will take effect on October 1, 2026. Until then, the current pricing above continues to apply.