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). Non-template messages 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:

• Bangladesh*, Iraq*, Nepal*, Sri Lanka* – Lower utility and authentication rates, plus a new authentication-international rate that is higher vs. the current regional authentication rate
• Kazakhstan*, Kuwait*, Morocco*, Oman*, Ukraine* – Higher utility and authentication rates, plus a new authentication-international rate that is higher vs. the current regional authentication rate

• Effective July 1, 2026 at 12am by WhatsApp Business account timezone, the rate updates below applied:
  • Hong Kong* – Higher utility and authentication rates.
  • Hungary* – Higher utility and authentication rates.
  • Italy – Higher marketing message rate.
  • Poland* – Lower marketing, utility and authentication rates.
  • Qatar* – Higher utility and authentication rates.
  • Romania* – Higher utility and authentication rates.
  • Singapore* – Higher utility and authentication rates.
  • Spain – Higher marketing message rate.
  • United Kingdom – Higher marketing message rate.
  * Until June 30, 2026, messages to users in these markets were charged the respective regional rates (e.g., Rest of Central and Eastern Europe for Poland). These markets have been moved out of regional rate pricing to be standalone on rate cards, with market-specific rates.
  For utility and authentication messages – Volume tiers for these markets are now market-specific. For example, messages businesses send to users in Poland a/ no longer count toward the volume tiers of Rest of Central and Eastern Europe and instead b/ count toward the volume tiers of Poland.
• 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.

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  "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"
        }
      ]
    }
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}

• 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.

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  "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.

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