WhatsApp API pricing · Singapore
WhatsApp API pricing in Singapore: Meta's SGD rates, free allowances and a sample monthly bill
Meta's per-message rates for Singapore numbers in SGD and US$, what is free since 1 Oct 2026, how messages to Malaysia and Indonesia are priced, a worked bill for a tuition centre, and how provider fees stack on top.
By Broadchat teamPublished 5 min read
In short
Meta charges S$0.0937 per delivered marketing template and S$0.0205 per delivered utility, authentication or paid service message to Singapore numbers (Meta rate card effective 1 Oct 2026). The first 1,000 service replies per business number each month are free, and chats started from Click-to-WhatsApp ads are free for up to 7 days. A tuition centre sending about 3,800 paid messages a month spends roughly S$150 with Meta, before its provider's fee.
Key takeaways
- Singapore marketing templates cost S$0.0937 per delivered message and utility S$0.0205 (Meta rate card effective 1 Oct 2026), so marketing is about 4.6 times utility.
- Service replies are free up to 1,000 per business number per month, then S$0.0205 each at the same rate card.
- Utility templates inside an open 24-hour window are charged since 1 Oct 2026; older articles that say otherwise are out of date.
- Marketing to Malaysian numbers costs more than to Singapore numbers, while utility costs a little less.
- Meta's charges are only part of the bill; compare providers on their platform fee and their rate per category against Meta's card.
Meta's SGD rates for Singapore numbers
Meta bills per delivered template message, priced by category and by the recipient's country code. For +65 numbers, the rate card effective 1 Oct 2026 lists:
| Category | Typical Singapore example | SGD rate card | USD rate card |
|---|---|---|---|
| Marketing | Term enrolment open, weekday lunch set, year-end sale | S$0.0937 | US$0.0732 |
| Utility | Lesson reminder, technician arrival window, invoice, delivery update | S$0.0205 | US$0.0160 |
| Authentication | Login or transaction code | S$0.0205 | US$0.0160 |
| Service | Free-form reply in an open window, after 1,000 free per number per month | S$0.0205 | US$0.0160 |
Singapore was already priced as its own market on Meta's 1 Jul 2026 card, with the same amounts. Meta changes rates only on 1 January, 1 April, 1 July and 1 October, with a month's notice. The billing currency of an account is fixed when its Messaging account is created, so a business billed by Meta in SGD pays the SGD column and one billed in US$ pays the USD column.
The 1 Oct 2026 changes, in plain terms
- Free replies are capped. Each business phone number gets 1,000 free service messages a month for non-template replies inside the 24-hour customer service window. After that, each costs the service rate. Unused messages do not carry over.
- Utility inside the window is charged. Between 1 Jul 2025 and 30 Sep 2026, a utility template sent while a chat was open was free. It is now charged like any other utility template.
- The ad window is longer. A chat that starts from a Click-to-WhatsApp ad, answered within 24 hours, opens a free entry point window of up to 7 days in which your messages are free.
Reactions remain free and do not use up the 1,000.
Customers outside Singapore
The rate follows the recipient. Singapore businesses with customers in Malaysia or Indonesia should budget with these rows of Meta's SGD card (rate card effective 1 Oct 2026):
| Recipient | Marketing | Utility and authentication |
|---|---|---|
| Singapore (+65) | S$0.0937 | S$0.0205 |
| Malaysia (+60) | S$0.1101 | S$0.0179 |
| Indonesia (+62) | S$0.0526 | S$0.0320 |
A Singapore clinic group sending reminders to patients who live in Johor pays slightly less per reminder than for local patients, but a promotion to the same Johor list costs about 17% more than one to Singapore numbers.
Sample monthly bill: a tuition centre
Illustrative only. BrightPath Learning runs two tuition centres in Tampines and Punggol from one WhatsApp number. Most parents are local; about 200 live in Johor Bahru and send their children across daily.
| What | Messages | Meta rate (rate card effective 1 Oct 2026) | Cost |
|---|---|---|---|
| Lesson reminders and make-up class notices (utility) | 2,000 | S$0.0205 | S$41.00 |
| Term enrolment campaign to opted-in Singapore parents (marketing) | 800 | S$0.0937 | S$74.96 |
| The same campaign to opted-in parents with Malaysian numbers (marketing) | 200 | S$0.1101 | S$22.02 |
| Replies to parents' questions: 1,800, of which 1,000 free (service) | 800 | S$0.0205 | S$16.40 |
| Meta total | S$154.38 |
Two-thirds of the spend is the enrolment campaign, which runs four times a year. The routine work, reminders and replies, costs under S$60 a month. If the centre also ran a Click-to-WhatsApp ad during enrolment, the conversations it started would be free for up to 7 days.
Provider fees on top of Meta
Every WhatsApp API provider adds its own charge. Ask each one for three numbers before you compare:
- The software fee: per month, per user, per active contact or per client account.
- The messaging rate per category next to Meta's rate card: is it passed through at cost, marked up, or bundled?
- Tax: whether Singapore GST is included or added, and on which part.
On Broadchat, businesses buy through a partner, who sets both the plan price in SGD and the messaging rate over Meta's base rate; partner prices are quoted on request. Agencies thinking of reselling can read how partner pricing and margins work in Singapore.
Keeping the bill down
- Keep routine messages in utility templates with no promotional content; Meta recategorises promotional templates as marketing.
- Reply within the open window while the 1,000 free service messages last.
- Use Click-to-WhatsApp ads for enrolment or launches, so the first week of each chat is free.
- Send marketing only to segments that have read recent messages; each unread promotion still costs S$0.0937 at Meta's rate card effective 1 Oct 2026.
- Clean out numbers that never deliver. Meta charges only delivered messages, but bad lists hurt your quality rating and messaging limit.
The basics of the API, consent rules and setup are on WhatsApp Business API in Singapore.
Other editions of this page
Sources
- Pricing on the WhatsApp Business Platform (rate cards effective 1 Oct 2026, SGD and USD) — Meta for Developers, checked 1 November 2026
- WhatsApp Business Platform changelog — Meta for Developers, checked 12 October 2026
- Template categorization — Meta for Developers, checked 12 October 2026
Broadchat team · Product and partner success team
The people who build and support Broadchat, the white-label WhatsApp Business API platform. We write from what we see while onboarding partners and their clients on the official WhatsApp Cloud API, and we check every article against Meta's current documentation.
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Frequently asked questions
How much is a WhatsApp marketing message in Singapore?
S$0.0937 per delivered marketing template to a Singapore number, or US$0.0732 on Meta's USD card (Meta rate card effective 1 Oct 2026), plus whatever your provider charges.
Are customer-service replies free?
The first 1,000 service messages per business number per month are free. After that, each reply inside the 24-hour window costs S$0.0205 (Meta rate card effective 1 Oct 2026).
Is a utility message cheaper than an SMS?
It depends on your SMS contract. Meta charges S$0.0205 per delivered utility template to a Singapore number (Meta rate card effective 1 Oct 2026); compare that with your SMS price per message and add your provider's fee. WhatsApp also needs the customer's opt-in and a pre-approved template.
Does Meta charge for undelivered messages?
No. Meta charges per delivered message. A provider may have its own per-attempt fee, so check its terms.