WhatsApp Business API pricing, explained
By the Chatensy team · Updated · 2 min read
WhatsApp Business API pricing has two parts. Meta charges per delivered template message, priced by the message category (marketing, utility or authentication) and the recipient's country, while replies inside the 24-hour customer service window are free. Your platform charges separately for software such as the inbox and campaigns; Chatensy charges a flat monthly plan and adds nothing to Meta's per-message price.
Key takeaways
- Meta moved from conversation-based to per-message pricing in July 2025.
- Marketing templates cost the most; utility and authentication cost less and get volume discounts as monthly volume grows.
- Service replies within 24 hours of the customer's last message are free, and utility templates sent inside that window are free too.
- Click-to-WhatsApp ads and Facebook Page buttons open a 72-hour free entry window.
- Always compare platforms on markup: some add a margin to every message, Chatensy does not.
What does Meta charge for?
| Category | Typical use | Charged by Meta? |
|---|---|---|
| Marketing | Offers, new arrivals, cart reminders, re-engagement | Yes, per delivered message |
| Utility | Order confirmations, shipping and delivery updates, appointment reminders | Yes, but free inside an open service window |
| Authentication | One-time passwords and login codes | Yes, per delivered message |
| Service | Free-form replies to a customer who messaged you | No, free within 24 hours |
Rates differ by the recipient's country code and change from time to time, so check Meta's current rate card rather than an old blog post.
What is free?
- Customer service window: for 24 hours after a customer's last message, your free-form replies are free, and so are utility templates.
- Free entry points: when a customer messages you from a Click-to-WhatsApp ad or a Facebook Page call-to-action and you reply within 24 hours, messages are free for 72 hours.
- Receiving messages is always free.
How do platform fees work?
Platforms charge for the software around the API. Pricing usually takes one of three shapes: a flat monthly subscription, a subscription plus a markup on each message, or credits bought in advance. A markup looks small per message but compounds on every campaign.
Chatensy uses a flat subscription: Free, Starter from ₹999, Growth ₹2,999, Scale ₹6,999 and Agency ₹24,999 a month, with Meta's charges billed by Meta to your own Meta account. See the plans.
How do you estimate a campaign's cost?
Multiply the number of delivered messages by Meta's rate for that category and country, then add your platform's fee if it charges per message. For example, a marketing campaign that reaches 10,000 customers in India costs 10,000 times Meta's current India marketing rate. Chatensy shows this estimate before you send and reconciles it with Meta's pricing analytics afterwards.
How can you lower the bill?
- Send utility messages, such as order updates, inside the customer service window where they are free.
- Use Click-to-WhatsApp ads to open free 72-hour windows for sales conversations.
- Segment campaigns so marketing goes to people likely to act; fewer, better messages also protect your quality rating.
- Choose a platform without per-message markup.
Frequently asked questions
How much does one WhatsApp marketing message cost in India?
Meta sets a per-message rate for each country and category and updates it periodically. Check Meta's current rate card for the India marketing rate; Chatensy shows the live estimate for each campaign before you send it.
Are WhatsApp replies to customers free?
Yes. Free-form replies within 24 hours of the customer's last message are free, and utility templates sent inside that window are free as well.
Does Chatensy charge per message?
No. Chatensy charges a flat monthly plan. Meta bills its own per-message charges to your Meta Business account, with no markup from Chatensy.
Sources
Meta updates its rates and rules. Check the sources above for the current version.