WhatsApp Business Platform pricing

Pay as you go calculator

WhatsApp is charged per message. Each type of message template and free-form message has its price.

Start a chat by sending a pre-registered message template or continue a conversation another WhatsApp user has initiated by responding to their questions with free-form messages within a 24-hour response window, also known as a customer service window.

A conversation is a 24-hour message thread with your customer and is charged when your message is delivered. Conversations are divided into 4 or 5 categories that reflect the key use cases.

Utility
Inform customers about ongoing transactions, including post-purchase notifications and regular updates on billing statements.

Authentication
Enable businesses to authenticate users with one-time passcodes (OTP), used for login, account verification, or account recovery.

Authentication – international
Sending an authentication template internationally may be subject to an international rate based on the recipient’s country and your business’s primary location.

Marketing (Cloud)
Include promotions or offers, informational updates, or invitations for customers to respond or take action. A marketing conversation is any conversation that does not qualify as utility or authentication.


Marketing (formerly MM Lite)
MM API for WhatsApp is Meta’s next-generation marketing solution built to enhance the customer experience and deliver the right message to more of the right people, together with advanced marketing message types and features.

Free-form messages
Respond with free-form messages within a 24-hour window when a customer initiates a chat with your business. This response window refreshes each time the customer sends a new message.