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.

• As of November 1, 2024 - Meta does not charge for non-template messages ("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.
• As of July 1, 2025 - Meta does not charge for utility templates in response to users (delivered within an open customer service window).
• As of July 1, 2025 - You can unlock lower rates for utility and authentication template messages, based on messaging volume.
• Free entry point window - All messages, including template messages, are free for 72 hours, 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:

1. Quarterly updates to rates, for marketing, utility and authentication messages.
   • Additionally, as announced May 27, 2026 to provide not 1-month notice but 4-month notice: Moving 9 markets out of respective “Rest Of” pricing region (marked with * below) with a new authentication-international rate in each of the 9 newly-standalone markets.
2. Charging for service messages, with rates the same as those of utility and authentication, by market.
   • [New] Additionally, Meta will introduce a free monthly tier of 1,000 service messages per business phone number.
3. Charging for utility messages in response to users (within the 24h customer service window), which have not been charged since July 1, 2025.

• Marketing rates – Increases in Kuwait*, Mexico, Morocco*, Saudi Arabia, UAE, Rest of Middle East, Rest of Asia Pacific
• Utility and authentication rates –
  • Increases in Kazakhstan*, Kuwait*, Morocco*, Oman*, Pakistan, Peru, South Africa, Ukraine*.
  • Decreases in Bangladesh*, Iraq*, Nepal*, Sri Lanka*.
• Authentication-international rates - New rates in Bangladesh*, Iraq*, Kazakhstan*, Kuwait*, Morocco*, Nepal*, Oman*, Sri Lanka*, Ukraine*, as announced on May 27, 2026 to provide not 1-month but 4-month notice.

• Effective September 1, 2026 – Per below, as announced on May 27, 2026, Meta will determine eligibility for authentication-international rates based on authentication messages across not 9 but 18 markets with authentication-international rates, including the additional 9 markets that will have an authentication-international rate as of Oct. 1, 2026.
• Effective October 1, 2026 - Business may be charged authentication-international rates in up to +9 markets or begin to be charged authentication-international rates, per the table below.

1. Per their Primary Business Location, businesses may continue to be charged the authentication rate in one of these 18 markets.
2. Meta would continue to provide 30-day eligibility notice before authentication-international charges begin.

• Effective October 1, 2026 – Meta will charge on a per-message basis for service messages. As announced July 1, 2026, rates for service messages will be the same as those of utility and authentication, by market. Updates to utility and authentication rates (per above) are reflected in to-be service rates.
• There is no change to when a service message can be sent - it still can only be sent in an open 24-hour customer service window which opens and resets with each user message.
• (NEW)Effective October 1, 2026 – Meta will introduce a free monthly tier of service messages.
  1. Every business phone number will receive 1,000 free service messages per month. Meta will only charge as of the 1,001st service message delivered each month.
  2. For every business phone number: Service messages in the free tier do not roll over if not used in a specific month. Free tier service messages reset monthly (for example, 1,000 for October with no roll-over; 1,000 for November with no roll-over).
  3. If you do not have a payment method for your WhatsApp Business account: Meta will deliver your first 1,000 service messages each month but not deliver as of your 1,001st. To ensure continuity of your service messages, please ensure you have a payment method in Billing Hub⁠.

Free-tier service message

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

"pricing": {
  "billable": false,
  "pricing_model": "PMP",
  "type": "free_group_customer_service",
  "category": "group_service"
}

Paid service message

"pricing": {
  "billable": true,
  "pricing_model": "PMP",
  "type": "regular",
  "category": "service"
}

"pricing": {
  "billable": true,
  "pricing_model": "PMP",
  "type": "regular",
  "category": "group_service"
}

• Effective October 1, 2026 – Meta will charge for utility messages sent in an open 24-hour customer service window, as announced July 1, 2026.
• There is no change to when a utility message can be sent; businesses can leverage a utility template message to either reach out to or respond to users, thus even when there is not an open customer service window.

Utility message sent in response to a user

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

"pricing": {
  "billable": false,
  "pricing_model": "PMP",
  "type": "free_group_customer_service",
  "category": "group_utility"
}

"pricing": {
  "billable": true,
  "pricing_model": "PMP",
  "type": "regular",
  "category": "utility"
}

"pricing": {
  "billable": true,
  "pricing_model": "PMP",
  "type": "regular",
  "category": "group_utility"
}

• 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.

{
  "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 (UTILITY or AUTHENTICATION) 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>"
}