Pricing on the WhatsApp Business Platform

Updated: Jul 1, 2026

This document explains how pricing works on the WhatsApp Business Platform.

Cloud API and Marketing Messages API for WhatsApp

Effective July 1, 2025, Meta charges on a per-message basis:

• You are only charged when a template message is delivered ("type":"template").
• Rates vary based on the template's category and the recipient WhatsApp phone number's country calling code.

Meta charges businesses in the following ways:

• All non-template messages are free ("type":"text", "type":"image", and so on). Non-template messages can only be sent within an open customer service window. See Sending messages for a list of message types.
• Utility templates delivered within an open customer service window are free.
• You can unlock lower rates for utility and authentication template messages, based on messaging volume.
• All messages are free for 72 hours, including template messages, if sent within an open free entry point window.

Pricing explainer

The pricing explainer PDF outlines how Meta charges businesses, in PDF form:

Pricing Explainer PDF

Message template categories

Unlike non-template messages, template messages are the only message type that can be sent outside of a customer service window. Templates can be categorized as:

• Marketing
• Utility
• Authentication

See Template categorization to learn how template categorization works.

Template messages vs. non-template messages

• CSW = Customer service window
• FEP = Free entry point window

Businesses are responsible for reviewing the category assigned to their approved templates. Whenever a template is used, a business accepts the charges associated with the category applied to the template at time of use.

Charge example

In the example below, a business sends 4 messages to a WhatsApp user but is only charged for 2 (1 marketing charge, 1 utility charge).

Hour	Action	Rate	Reason
0	You send a marketing template message to a WhatsApp user, promoting your new product.	Marketing	All marketing template messages are charged.
2	The user messages you about the product. This opens a 24 hour customer service window ("CSW").	-	Messages sent from a WhatsApp user to a business are not charged.
3	You send a text message to the user ("type":"text"), describing the product in more detail.	None	All non-template messages are free within an open customer service window.
4	The user purchases the product and you send them a utility template confirming their order.	None	The CSW is still open, and utility templates sent within an open CSW are free.
26	The CSW closes, which means you can no longer send non-template messages.	-	24 hours have passed since the user last messaged you.
30	You send a utility template message to the user, updating them on their order.	Utility	Utility template messages sent outside of a CSW are charged, and no open CSW exists between you and the user.

Pricing calendar

To better enable our customers to plan and prepare for pricing updates, the following pricing calendar applies for messaging and voice on the WhatsApp Business Platform:

• Meta may update pricing only on the 1st day of each quarter, thus up to 4 times per year: January 1, April 1, July 1, and/or October 1.
• Meta will provide advanced notice that is better aligned to the effort required to implement different types of pricing updates, per below:

Type of pricing update	Examples	Minimum advance notice
Rate card update	Updating the rate for a given market–product Updating the volume tiers for a given market–product (utility and authentication only) Moving a market from one pricing region (for example, "Other") to another or to be standalone on the rate card	1 month
Pricing model add-on	Our July 1, 2025, introduction of new volume tiers for utility and authentication messages	3 months
Pricing model change	Our July 1, 2025 update to our pricing model, from conversation-based pricing to per-message pricing	6 months

Rates

Rates vary based on template category, volume tier, and country/region rate.

Rate cards and volume tiers

These rate cards reflect our current rates and volume tiers, effective July 1, 2026, based on WhatsApp Business account timezone. This information is also available interactively on our WhatsApp Business website⁠.

Currency	Rates(CSV)	Volume tiers(CSV)	Rates and Volume tiers(PDF)
USD	USD rates	USD volume tiers	USD rates and volume tiers
AED	AED rates	AED volume tiers	AED rates and volume tiers
ARS	ARS rates	ARS volume tiers	ARS rates and volume tiers
AUD	AUD rates	AUD volume tiers	AUD rates and volume tiers
BRL	BRL rates	BRL volume tiers	BRL rates and volume tiers
CLP	CLP rates	CLP volume tiers	CLP rates and volume tiers
COP	COP rates	COP volume tiers	COP rates and volume tiers
EUR	EUR rates	EUR volume tiers	EUR rates and volume tiers
GBP	GBP rates	GBP volume tiers	GBP rates and volume tiers
IDR	IDR rates	IDR volume tiers	IDR rates and volume tiers
INR	INR rates	INR volume tiers	INR rates and volume tiers
MXN	MXN rates	MXN volume tiers	MXN rates and volume tiers
MYR	MYR rates	MYR volume tiers	MYR rates and volume tiers
PEN	PEN rates	PEN volume tiers	PEN rates and volume tiers
SAR	SAR rates	SAR volume tiers	SAR rates and volume tiers
SGD	SGD rates	SGD volume tiers	SGD rates and volume tiers

Updates to rate cards

Below represents future updates to our rates. See our rate cards above for current rates.

Rate card updates effective October 1, 2026

To give customers more than 1-month notice – more time to plan and prepare – Meta is sharing pricing updates launching October 1, 2026 by June 1, 2026. Consistent with July 1, 2026, Meta will move additional markets out of their respective "Rest Of" pricing region to be standalone on rate cards. Below are at least the markets Meta will move out, and the corresponding updates to rates. Meta will announce to-be rates no later than September 1, 2026, per the pricing calendar.

• Bangladesh*, Iraq*, Nepal*, Sri Lanka* – Lower utility and authentication rates, plus a new authentication-international rate that is higher vs. the current regional authentication rate
• Kazakhstan*, Kuwait*, Morocco*, Oman*, Ukraine* – Higher utility and authentication rates, plus a new authentication-international rate that is higher vs. the current regional authentication rate

Billing localization launches

Brazil

Effective July 1, 2026, as of 9am PT – Only partners and directly-integrated clients whose Sold-To country is Brazil in Billing Hub⁠ (eligible customers) can create new WhatsApp Business accounts (WABAs) in BRL (Brazilian Reals). Learn more about billing localization for Brazil here⁠.

Per-message rates in BRL are now published below. Charges from any BRL WABA will be invoiced in BRL by Meta's local entity in Brazil, Facebook Brasil.

As a reminder, eligible customers must ensure all WABAs in their business portfolio are migrated to BRL by June 30, 2027 to avoid disruptions, since as of July 1, 2027 Meta will no longer deliver the messages of non-BRL WABAs of eligible customers. To make this migration process easier and faster, use the WABA Currency Migration APIs, which are available as of June 1, 2026.

India

Billing localization launched on January 1, 2026 for partners and directly-integrated clients whose Sold-To country is India in Billing Hub⁠ (eligible customers). Learn more here⁠.

Eligible customers must ensure all WABAs in their business portfolio are migrated to INR by December 31, 2026 to avoid disruptions, since as of January 1, 2027 Meta will no longer deliver the messages of non-INR WABAs of eligible customers. To make this migration process easier and faster, use the WABA Currency Migration APIs, which are available as of June 1, 2026.

Previous rate card updates

• Effective July 1, 2026 at 12am by WhatsApp Business account timezone, the rate updates below applied:

  • Hong Kong* – Higher utility and authentication rates.
  • Hungary* – Higher utility and authentication rates.
  • Italy – Higher marketing message rate.
  • Poland* – Lower marketing, utility and authentication rates.
  • Qatar* – Higher utility and authentication rates.
  • Romania* – Higher utility and authentication rates.
  • Singapore* – Higher utility and authentication rates.
  • Spain – Higher marketing message rate.
  • United Kingdom – Higher marketing message rate.

  * Until June 30, 2026, messages to users in these markets were charged the respective regional rates (e.g., Rest of Central and Eastern Europe for Poland). These markets have been moved out of regional rate pricing to be standalone on rate cards, with market-specific rates.

  For utility and authentication messages – Volume tiers for these markets are now market-specific. For example, messages businesses send to users in Poland a/ no longer count toward the volume tiers of Rest of Central and Eastern Europe and instead b/ count toward the volume tiers of Poland.

• Effective April 1, 2026 at 12am by WhatsApp Business account timezone, the rate updates below applied:

  • Saudi Arabia – Higher marketing message rate.
  • India – Higher authentication-international rate.
  • Pakistan – Higher utility and authentication rates. No change to the authentication-international rate.
  • Turkey – Lower utility and authentication rates.
  • 8 new billing currencies introduced: ARS (Argentina), CLP (Chile), COP (Colombia), MYR (Malaysia), PEN (Peru), SAR (Saudi Arabia), SGD (Singapore), AED (United Arab Emirates).

• Effective January 1, 2026 at 12am by WhatsApp Business account timezone, the rate updates below applied:

  • India - Higher marketing rate.
  • France, Egypt - Lower marketing rates.
  • North America - Lower utility and authentication rates.

• Effective October 1, 2025 at 12am by WhatsApp Business account timezone, the rate updates below applied:

  • Colombia – Higher utility and authentication rates.
  • Mexico – Lower marketing rates.
  • United Arab Emirates – Higher marketing message rate.
  • Argentina, Egypt, Saudi Arabia – Lower utility and authentication rates.
  • Zimbabwe is mapped to our "Rest of Africa" region vs. "Other". Messages delivered to WhatsApp users with a +263 country calling code (Zimbabwe) will be charged "Rest of Africa" rates.

• Effective July 1, 2025 – Lower utility and authentication message rates across several markets, to ensure pricing is on-par to alternate channels for these use cases. Marketing conversation rates became marketing message rates.

• Effective April 1, 2025 – Lowered authentication-international conversation rates for Egypt, Nigeria, Pakistan, and South Africa.

• Effective February 1, 2025 – Lowered authentication conversation rates for Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa, and the United Arab Emirates.

• Effective November 1, 2024 – Service conversations are now free for all businesses.

• Effective October 1, 2024 – Updated marketing conversation rates in India, Saudi Arabia, the United Arab Emirates, and the United Kingdom.

• Effective August 1, 2024 – Lowered utility conversation rates.

Authentication-international rates

Specific countries have an authentication-international rate. Our rate cards reflect these rates. See Authentication-International rates to learn about these rates and if they apply to you.

Country calling codes

Charges for messages are based on the country calling code of the recipient WhatsApp phone number. The table below shows how Meta maps country calling codes and ISO 3166 Alpha-2 country codes to countries or regions. If a country is not listed below, it maps to Other.

Markets	Calling Code (and network prefix if applicable)	ISO Country Code
Countries Argentina Brazil Chile Colombia Egypt France Germany Hong Kong Hungary India Indonesia Israel Italy Malaysia Mexico Netherlands Nigeria Pakistan Peru Poland Qatar Romania Russia Saudi Arabia Singapore South Africa Spain Turkey United Arab Emirates United Kingdom	54 55 56 57 20 33 49 852 36 91 62 972 39 60 52 31 234 92 51 48 974 40 7 966 65 27 34 90 971 44	AR BR CL CO EG FR DE HK HU IN ID IL IT MY MX NL NG PK PE PL QA RO RU SA SG ZA ES TR AE GB
North America Canada United States	1 1	CA US
Rest of Africa Algeria Angola Benin Botswana Burkina Faso Burundi Cameroon Chad Republic of the Congo (Brazzaville) Eritrea Ethiopia Gabon Gambia Ghana Guinea-Bissau Ivory Coast Kenya Lesotho Liberia Libya Madagascar Malawi Mali Mauritania Morocco Mozambique Namibia Niger Rwanda Senegal Sierra Leone Somalia South Sudan Sudan Swaziland Tanzania Togo Tunisia Uganda Zambia Zimbabwe	213 244 229 267 226 257 237 235 242 291 251 241 220 233 245 225 254 266 231 218 261 265 223 222 212 258 264 227 250 221 232 252 211 249 268 255 228 216 256 260 263	DZ AO BJ BW BF BI CM TD CG ER ET GA GM GH GW CI KE LS LR LY MG MW ML MR MA MZ NA NE RW SN SL SO SS SD SZ TZ TG TN UG ZM ZW
Rest of Asia Pacific Afghanistan Australia Bangladesh Cambodia China Japan Laos Mongolia Nepal New Zealand Papua New Guinea Philippines Sri Lanka Taiwan Tajikistan Thailand Turkmenistan Uzbekistan Vietnam	93 61 880 855 86 81 856 976 977 64 675 63 94 886 992 66 993 998 84	AF AU BD KH CN JP LA MN NP NZ PG PH LK TW TJ TH TM UZ VN
Rest of Central and Eastern Europe Albania Armenia Azerbaijan Belarus Bulgaria Croatia Czech Republic Georgia Greece Latvia Lithuania Moldova North Macedonia Serbia Slovakia Slovenia Ukraine	355 374 994 375 359 385 420 995 30 371 370 373 389 381 421 386 380	AL AM AZ BY BG HR CZ GE GR LV LT MD MK RS SK SI UA
Rest of Western Europe Austria Belgium Denmark Finland Ireland Norway Portugal Sweden Switzerland	43 32 45 358 353 47 351 46 41	AT BE DK FI IE NO PT SE CH
Rest of Latin America Bolivia Costa Rica Dominican Republic Ecuador El Salvador Guatemala Haiti Honduras Jamaica Nicaragua Panama Paraguay Puerto Rico Uruguay Venezuela	591 506 1 (809, 829, 849) 593 503 502 509 504 1 (658, 876) 505 507 595 1 (787, 939) 598 58	BO CR DO EC SV GT HT HN JM NI PA PY PR UY VE
Rest of Middle East Bahrain Iraq Jordan Kuwait Lebanon Oman Yemen	973 964 962 965 961 968 967	BH IQ JO KW LB OM YE
Other All other countries	Varies by country

Volume tiers

You can unlock lower utility and authentication rates based on the number of messages you send in a month.

Tiering accrual

• Messages are aggregated at the business portfolio level, across all WhatsApp Business accounts (WABAs) owned by the portfolio — To determine what tier rates may apply in a given month for a given market–category pair, Meta aggregates messages across all of a business portfolio's WABAs for each market-category pair (e.g., Brazil–authentication, Brazil–utility, India–authentication, and so on).
• Only messages that are charged count toward the tiers — Thus, the following messages do not count:
  • Utility templates delivered to WhatsApp users within an open customer service window.
  • Utility templates delivered within a free entry point window.
• Volume tiers will be determined solely by Meta — All insights data is approximate due to small variations in data processing. Undue reliance should not be placed on insights data.

Key dynamics

• Tiers are market–category specific — Volume tiers are aligned to our rate cards and differ by market (e.g., Brazil or Rest of Latin America) and category (utility, authentication).
• Rates are tier-specific — When a business sends enough messages at a given market–category pair to reach the next tier, they unlock the rate of the next tier, specifically for messages in that tier. This rate applies across all of their WABAs.
• Tiers reset monthly — At the start of the next month (12am WABA timezone), message count resets to 0 and businesses begin to accrue messages toward that month.

Volume tiers examples

The table below is illustrative and only highlights the dynamics of volume tiers. Please refer to our rate cards to see the rates charged.

Below are several examples to highlight how the tiers work and what is charged in a given month, for a given market–category. These examples refer to the illustrative table above:

Example 1: A business that sends a total of B authentication messages in a month to India is charged:

• List rate for the first A messages.
• Tier rate 1 for messages A+1 to B.
• Total charges for that month = Rate per tier 𝗑 messages in each tier.

Example 2: A business that starts to be charged our authentication-international rates on the 15th day of the month:

• Day 1 to 14 of that month: Volume tiers apply on the authentication rate.
• Day 15 onward of that month: Volume tiers apply on the authentication-international rate, with messages continuing to accrue in that month. For example, if a business has already reached the Tier 2, the business would be charged Tier 2's authentication-international rate:

Example 3: A business has 3 WABAs sending authentication messages to India. For WABA A, it is still July 31 based on their timezone. For WABAs B and C, it is already August 1 based on their timezone. For July, the business is already being charged Tier Rate 1.

• The business portfolio will be accruing toward tiers for both July (via WABA A) and August (via WABAs B, C) for a period of time.
• The business can reach the next tier for July, via WABA A. If that happens, messages for the remainder of July for WABA A will be charged Tier Rate 2.

Example 4: A business has 3 WABAs, integrated across 2 partners. Provider 1 sends the first B messages in a given month, and provider 2 starts sending messages as of when the business is in the 3rd tier. The business does not send enough messages that month to reach the next tier. What Meta charges each provider:

• Provider 1: List rate for A messages, then Tier Rate 1 from A+1 to B, and Tier Rate 2 for B+1 to C.
• Provider 2: Tier Rate 2 across all of their messages.

Tiering webhooks

Starting October 1, 2025, an account_update webhook with event set to VOLUME_BASED_PRICING_TIER_UPDATE will be triggered when your WhatsApp Business account reaches a new volume tier, in any market, in a given month. This complements our pricing_analytics endpoint, which will continue to provide intra-month tiering progress and tiering information for delivered messages.

Example webhook:

{  
  "object": "whatsapp_business_account",  
  "entry": [  
    {  
      "id": "102290129340398",  
      "time": 1743451903,  
      "changes": [  
        {  
          "value": {  
            "volume_tier_info": {  
                "tier_update_time": 1743451903,  
                "pricing_category": "UTILITY",  
                "tier": "25000001:50000000",  
                "effective_month": "2025-11",  
                "region": "India"  
            },  
            "event": "VOLUME_BASED_PRICING_TIER_UPDATE"  
          },  
          "field": "account_update"  
        }  
      ]  
    }  
  ]  
}

• tier_update_time tells when your WABA reached a higher volume tier (Unix timestamp).
• pricing_category tells you the template category for which your new volume tier rate applies.
• tier tells you the new volume tier's lower and upper bounds.
• effective_month tells you the month in which your new volume tier rate is in effect.
• region tells you the WhatsApp user country/region for which your new volume tier rate applies.

Note that it's possible for multiple account_update webhooks to be triggered that describe the same tier switch event. In these cases, use the webhook with the smaller tier_update_time Unix timestamp as the official webhook.

Tiering analytics

You can get volume tier information via template analytics.

Free non-template messages

Non-template messages, which can only be sent within an open customer service window, are free. These messages will have type set to free_customer_service in the pricing object of status messages webhooks:

"pricing": {  
  "billable": false,  
  "pricing_model": "PMP",  
  "type": "free_customer_service",  
  "category": "service"  
}

Free utility template messages

Utility template messages sent within an open customer service window are free. These messages will have type set to free_customer_service and category set to utility in the pricing object of status messages webhooks:

"pricing": {  
  "billable": false,  
  "pricing_model": "PMP",  
  "type": "free_customer_service",  
  "category": "utility"  
}

Edge case

If you send a message to a WhatsApp user prior to July 1, 2025 (which is when Meta switched from conversation-based pricing to per-message pricing), a utility conversation is opened between you and a user that spans the switch to per-message pricing (the conversation was opened before the switch but won't close until after the switch). In this case, utility templates sent to the user after the switch while the conversation is open will be free, but attributed to the open conversation. In status messages webhooks, these messages will have a pricing_model of CBP and the utility conversation ID will be assigned to conversation.id. Once the conversation closes, subsequent utility messages will use per-message pricing, which will be reflected in new webhooks.

Free entry point windows

If a WhatsApp user messages you via a Click to WhatsApp Ad or Facebook Page Call-to-Action button using a device running our Android or iOS app (our desktop and web apps are not supported):

• A 24-hour customer service window is opened (as normal).
• If you respond within 24 hours using any type of message, the message will be free, and a Free Entry Point ("FEP") window will be opened, starting from the time when you responded.

FEP windows remain open for 72 hours. While open, you can send any type of message to the user at no charge. Note, however, that the customer service window is independent of the FEP window, so if the customer service window closes, you will only be able to send template messages.

New max-price feature for Marketing Messages API for WhatsApp

Starting in 2026, businesses integrated into Marketing Messages API for WhatsApp can choose to set a max-price per marketing message delivery; when a max-price is set, Meta will charge that max-price or lower for delivery.

New pricing policy for AI Providers leveraging WhatsApp Business Platform

Click here to learn more about our new pricing policy for "AI Providers" leveraging WhatsApp Business Platform, which is effective February 16, 2026, and updated as of May 12, 2026.

Analytics

Use the pricing_analytics field to get per-message pricing breakdowns and tiering information for delivered messages.

Webhooks

Billable messages have type set to regular in the pricing object of status messages webhooks:

"pricing": {  
  "billable": true,  
  "pricing_model": "PMP",  
  "type": "regular",  
  "category": "<PRICING_CATEGORY>"  
}

The <PRICING_CATEGORY> tells you what rate was applied (for example, marketing). See the status messages webhook reference for a list of possible values.

Note that currently, tiering information is not included in any webhooks. Use the pricing_analytics field to get tiering information for delivered messages.

Billing

Billing and billing-related actions are handled through the Meta Business Suite. See About Billing For Your WhatsApp Business Account⁠ for more information.

WhatsApp Business Calling API pricing

The WhatsApp Business Calling API has different pricing. See our Calling API pricing document to learn more.

Conversation-based pricing

Conversation-based pricing is deprecated. It was replaced with per-message pricing on July 1, 2025.