How is WhatsApp Business API pricing calculated?
Meta charges per delivered template message, and the price depends on the message category and the recipient’s country. For Indian numbers, Meta’s INR rate card effective 1 October 2026 lists ₹0.8631 per marketing message, ₹0.115 per utility message, ₹0.115 per authentication message and ₹0.115 per service message, with the first 1,000 service messages free each month per business phone number.
| Category | Typical use | India rate (₹) |
|---|---|---|
| Marketing | Offers, launches, re-engagement | 0.8631 |
| Utility | Order updates, payment reminders | 0.115 |
| Authentication | One-time passwords | 0.115 |
| Service | Replies to customer messages | 0.115 after 1,000 free a month |
What else affects your WhatsApp bill?
Three things move the final number: GST on Meta’s invoice, the markup or platform fee your Business Solution Provider charges, and how many conversations start from click-to-WhatsApp ads, which Meta says can open a free messaging window of up to 7 days. Meta also asks eligible Indian businesses to move to INR billing by 31 December 2026.
How to cut your WhatsApp API cost
- Send marketing templates only to engaged, opted-in segments.
- Use utility templates for genuine transactional updates, not promotions.
- Use click-to-WhatsApp ads to start conversations inside the free window.
- Ask your provider for its per-message markup in writing before you sign.
Rates change. Always confirm on Meta’s WhatsApp Business Platform pricing page before you budget. For strategy, templates and opt-in rules, read our WhatsApp marketing guide.