Pricing on the WhatsApp Business Platform

• Businesses are only charged when a message is delivered. Meta does not charge for messages sent.
• Rates for messages vary based on 2 factors: a. the message category (“category”) and b. the recipient WhatsApp phone number’s country calling code (“market”).

1. Marketing – template messages for promotional objectives
2. Utility – template messages for transactional or informational objectives
3. Authentication – template messages for identity verification objectives

1. Service – Any non-template message not powered by the Meta Business Agent Platform. These can be powered by a 3rd-party AI solution or people (like customer service representatives). Message types (outlined in Send messages) include address messages, audio messages, interactive location request messages, and more.
2. Meta Business Agent – Any non-template message powered by the Meta Business Agent Platform.

• Charge for: Delivered message.
• Meter: Per message.
• Rate: Varies by market, aligned to industry standards. Rates by category vary as well, thus rates vary by market–category.
• Cost per message:
  • Utility, authentication, and service: Fixed, per published rates.
  • Marketing: For Cloud API, fixed, per published rates. For Marketing Messages API for WhatsApp, can vary per message if businesses choose to use the max price feature.
• Volume tiers: For utility and authentication messages only. Learn more about volume tiers.
• Frequency of updates: Per published pricing calendar.
• Free messages: Two instances (all messages in free entry point window; free tier of monthly service messages). Learn more about when Meta does not charge.

• Charge for: Delivered message.
• Meter: Per message, based on one per-token charge that encompasses AI agent processing (token consumption) and message delivery. Meta only charges for input and output tokens and does not charge for cache tokens.
• Rate: One global rate of $2.00 USD per 1 million (M) tokens. One message typically consumes 20,000–25,000 tokens, which translates to approximately 4–5 cents (USD) per message.
• Cost per message: Varies with complexity. Simple responses consume fewer tokens and cost less; complex responses consume more tokens and cost more.
• Volume tiers: Do not apply.
• Free messages: Do not apply.

• Meta charges for each message from the business to the user. Since there are 5 delivered messages, there are 5 charges.
• Every message has only one charge, per the category of that message. The “message category” and “charges incurred” columns always align.
• If this had all started with a user messaging a business from an Ad that Clicks to WhatsApp – thus happening in a free entry point window – 3 of the 5 messages would not be charged. Meta Business Agent remains charged.

• Named on the rate card → Meta charges that market’s rate
• In a “Rest of” region → Meta charges that region’s rate, across all markets within that region

• 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:

• In thefree entry point window – In this window, Meta does not charge for marketing, utility, authentication or service messages. Meta Business Agent messages remain charged.
• For thefirst 1,000 service messages each month – For each business phone number, Meta provides 1,000 free service messages per month, which do not roll over but reset monthly. Thus, Meta only charges as of the 1,001st service message for each business phone number.

1. A customer service window is opened.
2. If you respond within the customer service window with a marketing, utility, authentication or service message:
   • That message is not charged and opens a Free Entry Point (“FEP”) window, starting from the time when you responded.
   • The FEP window may remain open for up to 7 days.
   • While open, Meta does not charge for marketing, utility, authentication or service messages. Meta continues to charge for Meta Business Agent messages in the FEP window.

• Any Messaging account sending on that phone number can send free messages while the FEP window is open.
• The Messaging account that funded the Click to WhatsApp ad does not get exclusive use of the window.
• If a different Messaging account responds to the WhatsApp user than the one that funded the ad, messages are still free while the window is open.

• Each business phone number has one free tier of 1,000 delivered service messages per month. Meta charges as of the 1,001st service message per month, after the free tier has been used.
• Unused service messages in the free tier do not roll over to the next month. The free tier resets monthly for each business phone number (for example, 1,000 for October with no roll-over; 1,000 for November with no roll-over). This reset happens at 12am by Messaging account timezone.
• If businesses do not have a payment method for their Messaging account(s), Meta will deliver service messages within the free tier but not deliver them after the free tier has been used. To ensure continuity of service messages as of October 1, 2026, please ensure you have a payment method in Billing Hub⁠.

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

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

• Messages are aggregated at the business portfolio level, across all Messaging accounts 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 Messaging accounts for each market-category pair (for example, Brazil–authentication, Brazil–utility, India–authentication, and so on).
• Only messages that are charged count toward the tiers. Thus, any utility or authentication messages sent in a free entry point window do not count toward volume tiers.
• 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 (for example, 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 Messaging accounts.
• Tiers reset monthly — At the start of the next month (12am Messaging account timezone), message count resets to 0 and businesses begin to accrue messages toward that month.

• Example 1: A business that sends a total of B authentication messages in a month to India is charged:
  • 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.
• Example 2: A business that starts to be charged our authentication-international rates on the 15th day of the month:
  • 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.

• Example 3: A business has 3 Messaging accounts sending authentication messages to India. For Messaging account A, it is still July 31 based on their timezone. For Messaging accounts B and C, it is already August 1 based on their timezone. For July, the business is already being charged Tier Rate 1.
  • The business portfolio will be accruing toward tiers for both July (via Messaging account A) and August (via Messaging accounts B, C) for a period of time.
  • The business can reach the next tier for July, via Messaging account A. If that happens, messages for the remainder of July for Messaging account A will be charged Tier Rate 2.
• Example 4: A business has 3 Messaging accounts, integrated across 2 partners. Provider 1 sends the first B messages in a given month, and provider 2 starts sending messages as of when the business is in the 3rd tier. The business does not send enough messages that month to reach the next tier. What Meta charges each provider:
  • 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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      "changes": [
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            "volume_tier_info": {
              "tier_update_time": 1743451903,
              "pricing_category": "UTILITY",
              "tier": "25000001:50000000",
              "effective_month": "2025-11",
              "region": "India"
            },
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• tier_update_time tells when your Messaging account 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.

• Standalone on rate cards – 39 markets
  • Argentina (AR) - 54
  • Bangladesh (BD) - 880
  • Brazil (BR) - 55
  • Chile (CL) - 56
  • Colombia (CO) - 57
  • Egypt (EG) - 20
  • France (FR) - 33
  • Germany (DE) - 49
  • Hong Kong (HK) - 852
  • Hungary (HU) - 36
  • India (IN) - 91
  • Indonesia (ID) - 62
  • Israel (IL) - 972
  • Iraq (IQ) - 964
  • Italy (IT) - 39
  • Kazakhstan (KZ) - 7
  • Kuwait (KW) - 965
  • Malaysia (MY) - 60
  • Mexico (MX) - 52
  • Morocco (MA) - 212
  • Nepal (NP) - 977
  • Netherlands (NL) - 31
  • Nigeria (NG) - 234
  • Oman (OM) - 968
  • Pakistan (PK) - 92
  • Peru (PE) - 51
  • Poland (PL) - 48
  • Qatar (QA) - 974
  • Romania (RO) - 40
  • Russia (RU) - 7
  • Saudi Arabia (SA) - 966
  • Singapore (SG) - 65
  • Sri Lanka (LK) - 94
  • South Africa (ZA) - 27
  • Spain (ES) - 34
  • Turkey (TR) - 90
  • Ukraine (UA) - 380
  • United Arab Emirates (AE) - 971
  • United Kingdom (GB) - 44
• Charged based on regional rates – 8 pricing regions
  • North America – 2 markets
    • Canada (CA) - 1
    • United States (US) - 1
  • Rest of Africa – 40 markets
    • Algeria (DZ) - 213
    • Angola (AO) - 244
    • Benin (BJ) - 229
    • Botswana (BW) - 267
    • Burkina Faso (BF) - 226
    • Burundi (BI) - 257
    • Cameroon (CM) - 237
    • Chad (TD) - 235
    • Republic of the Congo (CG) - 242
    • Eritrea (ER) - 291
    • Ethiopia (ET) - 251
    • Gabon (GA) - 241
    • Gambia (GM) - 220
    • Ghana (GH) - 233
    • Guinea-Bissau (GW) - 245
    • Ivory Coast (CI) - 225
    • Kenya (KE) - 254
    • Lesotho (LS) - 266
    • Liberia (LR) - 231
    • Libya (LY) - 218
    • Madagascar (MG) - 261
    • Malawi (MW) - 265
    • Mali (ML) - 223
    • Mauritania (MR) - 222
    • Mozambique (MZ) - 258
    • Namibia (NA) - 264
    • Niger (NE) - 227
    • Rwanda (RW) - 250
    • Senegal (SN) - 221
    • Sierra Leone (SL) - 232
    • Somalia (SO) - 252
    • South Sudan (SS) - 211
    • Sudan (SD) - 249
    • Eswatini (SZ) - 268
    • Tanzania (TZ) - 255
    • Togo (TG) - 228
    • Tunisia (TN) - 216
    • Uganda (UG) - 256
    • Zambia (ZM) - 260
    • Zimbabwe (ZW) - 263
  • Rest of Asia Pacific – 16 markets
    • Afghanistan (AF) - 93
    • Australia (AU) - 61
    • Cambodia (KH) - 855
    • China (CN) - 86
    • Japan (JP) - 81
    • Laos (LA) - 856
    • Mongolia (MN) - 976
    • New Zealand (NZ) - 64
    • Papua New Guinea (PG) - 675
    • Philippines (PH) - 63
    • Taiwan (TW) - 886
    • Tajikistan (TJ) - 992
    • Thailand (TH) - 66
    • Turkmenistan (TM) - 993
    • Uzbekistan (UZ) - 998
    • Vietnam (VN) - 84
  • Rest of Central & Eastern Europe – 16 markets
    • Albania (AL) - 355
    • Armenia (AM) - 374
    • Azerbaijan (AZ) - 994
    • Belarus (BY) - 375
    • Bulgaria (BG) - 359
    • Croatia (HR) - 385
    • Czech Republic (CZ) - 420
    • Georgia (GE) - 995
    • Greece (GR) - 30
    • Latvia (LV) - 371
    • Lithuania (LT) - 370
    • Moldova (MD) - 373
    • North Macedonia (MK) - 389
    • Serbia (RS) - 381
    • Slovakia (SK) - 421
    • Slovenia (SI) - 386
  • Rest of Western Europe – 9 markets
    • Austria (AT) - 43
    • Belgium (BE) - 32
    • Denmark (DK) - 45
    • Finland (FI) - 358
    • Ireland (IE) - 353
    • Norway (NO) - 47
    • Portugal (PT) - 351
    • Sweden (SE) - 46
    • Switzerland (CH) - 41
  • Rest of Latin America – 15 markets
    • Bolivia (BO) - 591
    • Costa Rica (CR) - 506
    • Dominican Republic (DO) - 1 (809, 829, 849)
    • Ecuador (EC) - 593
    • El Salvador (SV) - 503
    • Guatemala (GT) - 502
    • Haiti (HT) - 509
    • Honduras (HN) - 504
    • Jamaica (JM) - 1 (658, 876)
    • Nicaragua (NI) - 505
    • Panama (PA) - 507
    • Paraguay (PY) - 595
    • Puerto Rico (PR) - 1 (787, 939)
    • Uruguay (UY) - 598
    • Venezuela (VE) - 58
  • Rest of Middle East – 4 markets
    • Bahrain (BH) - 973
    • Jordan (JO) - 962
    • Lebanon (LB) - 961
    • Yemen (YE) - 967
  • Other – All other markets

• Effective July 1, 2026, as of 9am PT – Only Solution Providers and directly-integrated businesses whose Sold-To country is Brazil in Billing Hub⁠ (eligible customers) can create new Messaging accounts in BRL (Brazilian Reals). Learn more about billing localization for Brazil⁠.
• Per-message rates in BRL are published in our rate cards and volume tiers. Charges from any BRL Messaging account will be invoiced in BRL by Meta’s local entity in Brazil, Facebook Brasil.
• As a reminder, eligible customers must ensure all Messaging accounts in their business portfolio are migrated to BRL by June 30, 2027 to avoid disruptions, since as of July 1, 2027 Meta will no longer deliver the messages of non-BRL Messaging accounts of eligible customers. To make this migration process easier and faster, use the Currency Migration API, which is available as of June 1, 2026.

• Billing localization launched on January 1, 2026 for Solution Providers and directly-integrated businesses whose Sold-To country is India in Billing Hub⁠ (eligible customers). Learn more about billing localization for India⁠.
• Eligible customers must ensure all Messaging accounts in their business portfolio are migrated to INR by December 31, 2026 to avoid disruptions, since as of January 1, 2027 Meta will no longer deliver the messages of non-INR Messaging accounts of eligible customers. To make this migration process easier and faster, use the Currency Migration API, which is available as of June 1, 2026.

• Service messages, which became free as of Nov. 1, 2024. How Meta charges for these messages is outlined above. Additionally, Meta introduced a free monthly tier per business phone number.
• Utility messages sent in response to users (thus in an open customer service window), which became free as of July 1, 2025. How Meta charges for these messages is outlined above. For messages with a pricing category (<PRICING_CATEGORY>) of utility that are sent in an open customer service window, the pricing type (<PRICING_TYPE>) in the pricing object of status messages webhooks will change from free_customer_service to regular.

• Moved markets out of their respective “Rest Of” region to be named on the rate card – 9 markets.
  • Across message categories – Until September 30, 2026, messages to users in these markets were charged the respective regional rates (for example, Rest of Middle East for Kuwait). These markets have been moved out of regional rate pricing to be named on rate cards, with market-specific rates.
  • For utility and authentication messages – Volume tiers for these markets became market-specific. For example, messages businesses send to users in Kuwait a/ no longer count toward the volume tiers of Rest of Middle East and instead b/ count toward the volume tiers of Kuwait.

• Marketing: 7 markets, with 7 increases and 0 decreases.
• Utility, authentication: 12 markets, with 8 increases and 4 decreases.
• Authentication-International: 9 markets with new rates (see section 3 below).

• There is no change to how Meta determines eligibility for authentication-international rates. Learn more about authentication-international eligibility.
  • Effective September 1, 2026 – Meta determines eligibility based on authentication messages delivered across not 9 but 18 markets with authentication-international rates, including the additional 9 markets with a new 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.

• Moved markets out of their respective “Rest Of” region to be named on the rate card – 6 markets.
  • Across message categories – Until June 30, 2026, messages to users in these markets were charged the respective regional rates (for example, Rest of Central and Eastern Europe for Poland). These markets have been moved out of regional rate pricing to be named on rate cards, with market-specific rates.
  • For utility and authentication messages – Volume tiers for these markets became 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.

• Marketing: 4 markets, with 3 increases and 1 decrease.
• Utility, authentication: 6 markets, with 5 increases and 1 decrease.
• Authentication-International: No changes.

• Marketing: 1 market, with 1 increase.
• Utility, authentication: 2 markets, with 1 increase and 1 decrease.
• Authentication-International: 1 market, with 1 increase.

• Marketing: 3 markets, with 1 increase and 2 decreases.
• Utility, authentication: 1 market, with 0 increases and 1 decrease.
• Authentication-International: No changes.

• Marketing: 2 markets, with 1 increase and 1 decrease.
• Utility, authentication: 4 markets, with 1 increase and 3 decreases.
• Authentication-International: No changes.
• Moved markets to a different “Rest Of”: 1 market

• 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.

• Government departments and agencies; inter-governmental organizations
• Community non-profit organizations, including those in public health, crisis response, disaster relief and non-partisan civic engagement

• As of October 12, 2026, status messages webhooks include a new subtype field in the pricing object. Service messages that are free because the organization is eligible for this policy have subtype set to paid_exempt.
• By October 30, 2026, Meta plans to introduce a way to check eligibility across the Messaging accounts you manage. Meta will share details once it is available.

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

• type is free_customer_service, or free_group_customer_service for group messages.
• subtype is paid_exempt when the service message is free because the organization is eligible for this policy.

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

• Each Messaging account maintains its own billing relationship, payment method, and spend limits, regardless of how many other Messaging accounts send on the same phone number.
• Volume tiers are calculated at the business portfolio level across all Messaging accounts the portfolio owns, not per phone number.
• Solution Providers are charged only for messages sent through their own Messaging account. Messages sent by other partners on the same phone number do not appear on their invoice.