Simple and transparent pricing

Drive your business goals for growth and customer engagement knowing pricing on WhatsApp is consistent with industry-standard pricing for messaging.

The simplicity you need to connect at scale, create better customer experiences and better engage with your audience.

Businesses using our platform are charged on a per-message basis for each message we deliver to users

• We charge when a message is delivered (not sent).
• We charge based on who the message is sent to and the category of the message.
• There are four message categories on the WhatsApp Business Platform: marketing, utility, authentication, and service.

Be there for your customers

with service and utility messages

Helping your customers is always a priority. That’s why we do not charge for service messages, or for utility messages businesses send in response to users.

Get rewarded as you grow

with utility and authentication messages

As businesses send more messages on WhatsApp, they can unlock more attractive pricing via our volume tiers.

Leverage free entry points

across all message categories

When customers send you a message from an Ad that clicks to WhatsApp or Facebook Page call-to-action button, for the following 3 days (72 hours), all of your messages are not charged.

Per-message pricing empowers you to create better customer experiences and better engage with your audience.

Marketing

Marketing messages can help businesses achieve a wide range of goals across the funnel, from generating awareness to driving sales to retargeting customers. These messages can include offers and promos, related product suggestions, abandoned cart reminders, and more.

Marketing Message Rate: ₹0.8631

Utility

Utility messages are typically triggered by a user action, like placing an order or submitting a payment. These messages are not promotional, and are either specific to or requested by a user (like a package delivery update) or critical to a user (like a tornado warning).

Utility Message Rate: ₹0.115

Authentication

Authentication messages enable businesses to use one-time passwords (OTPs) for identity verification, potentially at multiple stages of the user journey. Ensure successful login or transactions with OTPs on WhatsApp.

Authentication Message Rate: ₹0.115

Authentication International Rate: ₹2.3

Service

These messages enable businesses to manage incoming customer inquiries, whether that is via an agent or a conversational AI-powered bot. When users message a business, this opens a 24-hour customer service window during which businesses can respond with service messages, at no charge. This window resets with each user message.

Service Message Rate: ₹0