WhatsApp Per-Message Pricing Explained
Understand when Meta charges for delivered template messages and when messages inside a customer service window are free.
How Pricing Works
Since July 1, 2025, Meta has charged on a per-message basis when an eligible template message is delivered:
Chargeable event = one eligible template message delivered
Marketing templates are charged when delivered. Utility templates delivered within an open customer service window are free; non-template replies are also free within that window. Authentication templates use the applicable authentication rate.
Message Categories
Template rates depend on the approved message category:
📣 Marketing
Promotions, offers, product launches, newsletters
Used for promotional content like discounts, new product announcements, or marketing campaigns.
🔧 Utility
Order updates, reminders, confirmations
Transactional messages like order confirmations, shipping updates, appointment reminders.
🔐 Authentication
OTPs, verification codes, login alerts
Security-related messages like one-time passwords and account verification codes.
💬 Service
User-initiated conversations, customer support
When a user messages you first, a 24-hour customer service window opens and non-template replies are free.
Sample Rates (India)
| Category | Rate (INR) |
|---|---|
| Marketing | ₹0.9278 |
| Utility | ₹0.1236 |
| Authentication | ₹0.1236 |
| Non-template replies in open service window | FREE |
*India INR rates from Zaple's live pricing feed, checked July 25, 2026. Current rate cards are effective July 1, 2026; announced updates for some markets take effect October 1, 2026. Official Meta pricing.
Who Pays for What?
Template Messages
When a chargeable template is delivered, Meta applies the rate for that template category:
- Marketing template → Marketing message rate
- Utility template outside an open customer service window → Utility message rate
- Authentication template → Authentication message rate
User-Initiated Service Windows
When a customer messages you, a 24-hour customer service window opens:
- Non-template replies are free during the open window
- Utility templates sent in response to the user are free during the open window
- Marketing and authentication templates retain their applicable charges
The 24-Hour Customer Service Window
Customer Service Window Opens
The 24-hour window starts when a user sends a message to the business
24-Hour Window
Non-template replies and responsive utility templates are free; other eligible templates are charged per delivered message
Window Closes
After 24 hours, a business must use an approved template to re-engage the user
Cost-Saving Strategies
- 💡 Use Utility over Marketing when appropriate (order updates, not promos)
- 💡 Encourage users to message first to open a customer service window
- 💡 Avoid duplicate template sends because each eligible delivered template may be charged
- 💡 Use QR codes and click-to-chat links to drive user-initiated chats
📌 Related Guides
Frequently Asked Questions
Are all WhatsApp messages charged the same rate?
No. Meta charges when eligible template messages are delivered, and rates vary by Marketing, Utility, or Authentication category and the recipient's country calling code. Non-template messages sent within an open customer service window are not charged by Meta.
What does a 24-hour conversation window mean?
A 24-hour customer service window opens when a user messages the business. Non-template replies and responsive utility templates are free during the window; eligible marketing and authentication templates are still charged per delivered message.
How can I reduce my WhatsApp Business API costs?
Use the correct template category, send utility templates within an open customer service window when appropriate, avoid unnecessary duplicate templates, and use free-entry-point windows where eligible.