WhatsApp Business API Pricing Calculator

Meta bills the WhatsApp Business Platform per delivered message. Conversation-based billing retired on 1 July 2025, and undelivered messages are not billed. The amount depends on the delivered message category and the recipient's country rate, with free-window and free-entry rules applied before volume tiers.

Service messages, meaning free-form replies inside an open 24-hour customer service window, are free. Utility templates sent inside that open window are also free. Marketing and authentication templates remain chargeable inside the window unless the conversation is covered by a 72-hour free entry point.

Meta classifies templates from their content and purpose, not only the category requested when a template is submitted. If a template mixes a transaction update with promotion, persuasion or a new offer, Meta may classify it as marketing. Use the category Meta actually applies when entering calculator volumes.

No. Marketing messages use the published marketing rate at every volume. Meta's monthly volume tiers apply only to chargeable utility and authentication messages. The calculator therefore never applies a tier discount to marketing volume.

The recipient's country code determines the rate, never the sender's country or the location of the business sending the message. Add a separate calculator row for each recipient country so that its volumes use the correct rate card.

Meta retired per-conversation billing and moved the WhatsApp Business Platform to per-delivered-message billing. The service window still matters because service messages and in-window utility templates are free, while marketing and authentication templates remain chargeable outside a free entry point.

A conversation that originates from a Click-to-WhatsApp ad, a Facebook Page call-to-action button or an Instagram profile call-to-action receives a 72-hour free messaging period. During those 72 hours, delivered messages across marketing, utility, authentication and service categories are free.

Utility and authentication tiers are calculated separately for each recipient country and category, then reset each month. Only chargeable delivered messages count toward a threshold, so utility messages made free by the service window and messages made free by a free entry point are excluded before tiering.

Some recipient markets publish a separate, higher authentication-international rate for eligible one-time passwords delivered cross-border. When a country has that rate, enter the percentage of its authentication volume delivered internationally; the calculator separates domestic tiered authentication from international authentication in the breakdown.