WhatsApp Business API Pricing - As structured by Meta
I have tried to make a sincere effort to present the WhatsApp Business API pricing structure as defined by Meta with Meta actual rates. I have also sprinkled references to official sources of Meta. I am making this effort as many articles have flooded on this topic and are tweaked to align with their platform pricing structure and markups hiding the actual structure and pricing of Meta.
Framework of pricing
Starting from April 1st 2025, Meta has drifted away from conversation based pricing to message based pricing. This makes it a lot easier to comprehend and a more value delivered to businesses.
WhatsApp Business API charges only for template messages that are successfully delivered.
Below template message will be charged in all the instances other than listed exceptions.
- Marketing Template Message - No Exception
- Authentication Template Message - No Exception
- Utility Template Message
- Will not be charged if delivered within customer service window
Meta template message rates are specific to template category and recipient’s country. It doesn’t matter which country you have the number.
Below is the rate card for a few selected countries. For the country not listed here please click on the link below for a detailed rate card.
Table
- Now you must be curious about Customer Service Window and Template Messages. Let’s break down.
| Market | Currency | Marketing | Utility | Authentication | Authentication-International | Service |
|---|---|---|---|---|---|---|
| Argentina | ₹ | 4.5293 | 2.4918 | 2.6888 | n/a | n/a |
| Brazil | ₹ | 4.5808 | 0.5863 | 2.3087 | n/a | n/a |
| Chile | ₹ | 6.5135 | 1.4654 | 3.8642 | n/a | n/a |
| Colombia | ₹ | 0.9161 | 0.0147 | 0.5607 | n/a | n/a |
| Egypt | ₹ | 7.8651 | 0.3812 | 0.3812 | 4.7668 | n/a |
| France | ₹ | 10.4984 | 2.1994 | 5.0674 | n/a | n/a |
| Germany | ₹ | 10.0073 | 4.0322 | 5.6308 | n/a | n/a |
| India | ₹ | 0.7846 | 0.1150 | 0.1150 | 2.3000 | n/a |
| Indonesia | ₹ | 3.0111 | 1.4653 | 2.1979 | 9.9638 | n/a |
| Israel | ₹ | 2.5871 | 0.3885 | 1.2368 | n/a | n/a |
| Italy | ₹ | 5.0614 | 2.1974 | 2.7687 | n/a | n/a |
| Malaysia | ₹ | 6.3037 | 1.0262 | 1.0262 | 3.0639 | n/a |
| Mexico | ₹ | 3.1938 | 0.7325 | 1.7537 | n/a | n/a |
| Netherlands | ₹ | 11.7078 | 3.6656 | 5.2784 | n/a | n/a |
| Nigeria | ₹ | 3.7851 | 0.4915 | 0.4915 | 5.5035 | n/a |
| Pakistan | ₹ | 3.4683 | 0.3960 | 0.3960 | 5.5035 | n/a |
| Peru | ₹ | 5.1536 | 1.4662 | 2.7626 | n/a | n/a |
| Russia | ₹ | 5.8767 | 2.9311 | 3.1457 | n/a | n/a |
| Saudi Arabia | ₹ | 3.3292 | 0.8420 | 0.8420 | 4.3871 | n/a |
| South Africa | ₹ | 2.7821 | 0.5579 | 0.5579 | 1.4681 | n/a |
| Spain | ₹ | 4.5044 | 1.4648 | 2.5049 | n/a | n/a |
| Turkey | ₹ | 0.7989 | 0.3884 | 0.6101 | n/a | n/a |
| United Arab Emirates | ₹ | 2.8164 | 1.1509 | 1.1509 | 3.7342 | n/a |
| United Kingdom | ₹ | 3.8747 | 1.6122 | 2.6249 | n/a | n/a |
| North America | ₹ | 1.8313 | 0.2930 | 0.9889 | n/a | n/a |
| Rest of Africa | ₹ | 1.6497 | 0.2930 | 1.0558 | n/a | n/a |
| Rest of Asia Pacific | ₹ | 5.3664 | 1.1510 | 3.1124 | n/a | n/a |
| Rest of Central & Eastern Europe | ₹ | 6.2997 | 2.5858 | 4.0809 | n/a | n/a |
| Rest of Latin America | ₹ | 5.4207 | 0.8278 | 3.2581 | n/a | n/a |
| Rest of Middle East | ₹ | 2.4993 | 1.1507 | 1.3030 | n/a | n/a |
| Rest of Western Europe | ₹ | 4.3378 | 2.1982 | 2.7697 | n/a | n/a |
| Other | ₹ | 4.4248 | 0.5641 | 2.2292 | n/a | n/a |
Customer Service Window
When someone sends you a message on WhatsApp Business API, a 24-hours timer starts (or resets if it was already running). This is called the customer service window.
While this window is open, you can send any type of message and respond to them. Once the 24-hours window closes, you cannot send free-form messages. You can only send pre-approved template messages.
So, if you want to chat freely with someone, they need to send a message to you for opening the 24-hours window! If not, all you can do is send template messages and wait for them to respond which opens a customer service window.
Template Message
Outside the Customer Service Window, businesses cannot send free-form messages and must use approved templates instead.
To initiate a conversation outside the Customer Service Window, businesses must use pre-approved template messages. While the official turnaround time (TAT) for approval is up to 24 hours, most templates are typically approved within minutes. Each template is reviewed to ensure compliance with WhatsApp’s policies, including restrictions against politically sensitive, harmful, or inappropriate content.
Meta categorises your template message into one of the three broad categories which influences deliverability and pricing.
Select Recipient Country
| Template Category | Brief | Use cases | Deliverability | Pricing |
|---|---|---|---|---|
| Marketing | Designed to help businesses achieve various objectives, such as increasing brand awareness, boosting sales, and re-engaging customers. | These templates can be used for product launches, service updates, feature rollouts, exclusive promotions, and reminders for abandoned carts. | 70-90% | INR 0.7846/message |
| Utility | Essential for keeping customers informed about their interactions with your business | These messages include order and delivery status updates, payment reminders, account-related notifications, and post-service feedback requests | 100% - Can be throttled if recipients start marking it as spam. | INR 0.115/message |
| Authentication | Secure your customer interactions with one-time passwords (OTPs) for login verification, password recovery, and account protection | These templates help validate users at different stages of authentication, ensuring security and compliance. | 100% with TTL being 10 mins. | INR 0.115/message |
If a customer clicks on the WhatsApp button on your Facebook page or clicks to WhatsApp ads button, then there’s a special provision you should be aware of and it is called Free Entry Point Window.
Free Entry Point Window
A free entry point window is a 72-hours period in which you can send any type of message to the customer.
The free entry point window starts towards a customer when both the below criteria is met
- Entry Point : Customer sends message to you by clicking Click to WhatsApp Ad or Facebook Page Call-to-Action button. and,
- Business responds with any type of message within 24-hours.
There is nothing free here, business has an opportunity to extend the 24-hours service window by another 72-hours.
Disclaimer : Emovur is a WhatsApp Business API provider but you can be assured the above explanation is not influenced by our pricing structure. Below is a bit about Emovur.
Emovur
Emovur is a WhatsApp Business API provider with enterprise grade features. We do not add Markup on Meta actuals and we also have a free forever plan for businesses who are in need of a pay as you go model. You will enjoy the support and consultancy by your dedicated relationship manager to make the most out of the WhatsApp Business API.
Conclusion
WhatsApp Business API’s pricing structure now offers more transparency with message-based (rather than conversation-based) charges effective April 2025. Businesses pay only for successfully delivered template messages outside service windows, with rates varying by category (marketing, utility, authentication) and recipient country. The 24-hour customer service window enables free-form messaging, while the 72-hour free entry window provides extended outreach opportunities for ad-driven conversations. By understanding these frameworks - including template approval requirements and strategic window management - businesses can optimize both communication effectiveness and cost efficiency. Remember, while providers may add markups, Meta’s actual rates remain consistent, making it crucial to partner with transparent API solutions that align with your messaging needs and budget.
