Pricing explained
WhatsApp Business API pricing in India, explained simply
There are two parts to the cost of the WhatsApp Business API: Meta’s charges for messages, and the platform you use to send them. Here is how each works.
- Meta charges per delivered message
- 1,000 free service messages per number per month
- Rates depend on category and country
- Prepaid wallet, no surprise bills
Features
What you get with WhatsApp API pricing
Per-message pricing
Since 1 July 2025, Meta charges for each delivered template message instead of per 24-hour conversation.
Three template categories
Marketing, utility and authentication templates are priced differently. Marketing costs the most.
1,000 free service messages
Since 1 October 2026 each business phone number gets 1,000 free service messages (replies inside the 24-hour window) a month; after that they are charged.
Utility is charged again
From 1 October 2026 utility templates are charged even when a customer service window is open. They were free inside the window from July 2025 to September 2026.
Free entry point window
When a customer messages you from a Click-to-WhatsApp ad and you reply within 24 hours, messages in that chat are free for up to 7 days.
Prepaid messaging wallet
On Broadchat, messaging charges are deducted from a prepaid wallet per channel, at the rates shown in your panel.
What Meta charges for
Meta’s charges depend on the template category and the country code of the person you message. Meta publishes its rate card and updates it from time to time, so always check the current rates.
- Marketing templates: charged per delivered message
- Utility templates: charged per delivered message, inside or outside the window (from 1 Oct 2026)
- Authentication templates: charged per delivered message
- Service messages: 1,000 free per number per month, then charged
- Volume tiers can lower utility and authentication rates at high volumes
How Broadchat billing works
Broadchat is sold through partners, so your plan and rates come from the business that provides your panel.
- A platform plan for the software, billed per cycle
- A prepaid messaging wallet for Meta’s charges, at your provider’s rates
- Partners pay the platform per client account they resell
- Taxes such as GST may apply to your invoices
WhatsApp message categories at a glance
Meta decides a template’s category during review and may re-categorise it. Rates vary by recipient country; see Meta’s official pricing page for current numbers.
| Category | What it is for | Example | When it is charged |
|---|---|---|---|
| Marketing | Promotions, offers, announcements, re-engagement | "Our festive sale starts tomorrow" | Every delivered message |
| Utility | Updates about an order, booking, account or payment the customer started | "Your order has shipped" | Every delivered message (since 1 Oct 2026, also inside the window) |
| Authentication | One-time passcodes for login and verification | "Your code is 482913" | Every delivered message |
| Service | Free-form replies to customers who messaged you | "Sure, your new address is saved" | First 1,000 per number per month free, then per message |
How to estimate your monthly bill
- Count the template messages you expect to deliver each month in each category, per country.
- Multiply each count by the rate for that category and country shown in your panel (your provider's rate) or on Meta's rate card.
- Add the counts together: marketing + utility + authentication + service messages beyond the free 1,000 per number. Messages in a free entry point window from a Click-to-WhatsApp ad add nothing.
- Add your platform plan price and any applicable taxes such as GST.
Meta's official rates and rules: WhatsApp Business Platform pricing.
How it works
Up and running in a few steps
Step 1: Pick a plan
Your provider’s plan covers the platform: inbox, campaigns, chatbots, CRM and team seats.
Step 2: Recharge the wallet
Add balance to your channel’s messaging wallet for Meta’s charges.
Step 3: Send messages
Each delivered template is deducted by category and country. Service replies are free up to 1,000 per number each month.
Step 4: Review your spend
See every deduction in your wallet history and adjust your campaigns.
Use cases
How businesses use it
Support-heavy businesses
Most traffic is customers messaging you. The first 1,000 service replies per number each month are free; beyond that they are charged at the service rate.
Order updates
Utility templates are charged at utility rates per delivered message, whether or not a customer chat is open.
Login codes
Authentication templates have their own rates, and volume tiers can lower them at scale.
Promotional campaigns
Marketing templates are the highest category, so target opted-in segments and measure results.
FAQ
WhatsApp API pricing: frequently asked questions
Is the WhatsApp Business API free?
No. Meta charges per delivered template message by category and recipient country, and, since 1 October 2026, for service replies beyond 1,000 free per number each month. You also pay for the platform you use to send messages.
How much does a WhatsApp marketing message cost in India?
Meta’s rate card effective 1 October 2026 lists ₹0.8631 per delivered marketing message to India, excluding GST. Meta can change rates on 1 January, 1 April, 1 July and 1 October, so check Meta’s pricing page or the rates shown in your panel.
What changed on 1 October 2026?
Service messages are no longer free without limit: each number gets 1,000 free a month, then they are charged. Utility templates sent inside an open customer service window are charged again (they were free from 1 July 2025). The free entry point window from Click-to-WhatsApp ads grew to up to 7 days.
What is the 24-hour customer service window?
When a customer messages or calls you, a 24-hour window opens. During it you can send free-form messages without a template. These service messages are free up to 1,000 per number each month.
What are free entry points?
If a customer starts a chat from a Click-to-WhatsApp ad and you reply within 24 hours, messages in that chat are free for up to 7 days.
How do I pay for messages on Broadchat?
You recharge a prepaid messaging wallet for each channel. Charges are deducted at the rates shown in your panel, and messages are not sent if the balance is too low.
Does GST apply?
Taxes such as GST may apply to plan and wallet payments made in India. Your invoice shows the taxes charged.
Also available for:MalaysiaSingaporeUnited Arab EmiratesQatarKenyaSouth AfricaNigeriaSri Lanka
Get a clear quote for your use case
Tell us your expected message volume and we will help you estimate costs, or become a partner and set your own rates.