WhatsApp Business Messaging API pricing calculator
Estimate your monthly WhatsApp messaging costs and plan your budget with ease
Calculate your WhatsApp Business messaging costs
🎉 All incoming messages are free!
The WhatsApp Business API Calculator is a useful tool for estimating the cost of using the WhatsApp Business Platform (API). Drag the sliders to estimate your monthly WhatsApp messaging costs!
As of July 1, 2025, Meta switched from a conversation-based to a message-based pricing model, making it easier for businesses to calculate their monthly fees.
💬 You are only billed for outgoing template messages. All incoming (user-initiated) messages are completely free.
Businesses are charged per delivered template message, based on:
- Template message type: marketing, authentication, or utility
- Country: determined by the recipient's country calling code
- Volume: the more messages you send, the lower the cost per message — tiered discounts reset monthly
⚠️ Only delivered messages are billed.
Understanding the 24-hour customer service window
When a user messages your business, a 24-hour customer service window opens (or refreshes). During this open window, you can send any type of message.
🆓 Free-form messages and utility template messages are free
💵 Marketing and authentication template messages are charged
Once the window closes, you can only send template messages — all of which are charged, including utility templates.
⚠️ The prices listed are subject to change by Meta and may vary depending on the recipient's location. For the latest rates, refer to Meta's official pricing page.
To manage your WhatsApp messages, templates, AI agents and billing in one place, get started with Aelyst — the AI conversation platform built for growing brands in Indonesia and Malaysia.
*Prices are in USD
Frequently asked questions
What are message templates?
Message templates are pre-approved messages required to start a conversation on WhatsApp Business API when the customer hasn't messaged you first or the 24-hour customer service window has expired.
They must be submitted to and approved by Meta, and are used for:
- Marketing (promotions and offers)
- Utility (transaction updates)
- Authentication (one-time codes)
All template messages are charged, except utility templates sent during an open customer service window.
What are utility messages?
Utility messages are a type of template message used to help customers with a specific request or transaction, such as:
- Delivery or order updates
- Post-purchase notifications
- Billing reminders
They are charged per message, unless sent during an open customer service window, in which case they're free.
What are authentication messages?
Authentication messages are template messages used to verify user identity through one-time passcodes, for scenarios like:
- Logging in or setting up a new account
- Recovering a lost password
- Completing sensitive transactions
These messages are charged per message, even if sent during a customer service window.
What are international authentication messages?
International authentication messages are authentication template messages charged at higher rates when sent to users in specific countries outside your business's primary location.
These higher rates only apply if:
- Your business sends over 750,000 messages in 30 days
- The user's country is on Meta's international authentication rate list
Once unlocked, international rates remain active permanently.
Volume discounts still apply, but rates are always higher than domestic authentication messages. Learn more.
What are marketing messages?
Marketing messages are template messages used to promote your business, such as:
- Announcing special deals
- Sharing new product launches
- Sending newsletters
These are always charged per message, including during an open customer service window.
What are free-form messages on WhatsApp?
Free-form messages are any messages you write and send without using a pre-approved template. These are typically used to reply to customers during an open customer service window and can include casual conversation, support replies or follow-ups.
They don't require Meta's approval and are free to send as long as the 24-hour customer service window is open. Once the window closes, businesses must use message templates to restart the conversation.
What is a customer service window?
Whenever a WhatsApp user messages your business, a 24-hour timer called a customer service window starts (or refreshes if one has already been started). This timer resets with each new user message. As long as the customer service window is open, businesses can respond to users via free-form messages or utility messages, at no charge.
How are businesses charged for inbound messages?
They aren't. All incoming messages are completely free, regardless of the customer service window status. Businesses are only billed for outbound template messages.
Note that some WhatsApp Business Solution Providers (BSPs) add markups on top of Meta's fees — always check how your provider bills messages.
How are businesses charged for outbound messages?
Businesses are charged for outbound messages based on the number of template messages they send to users.
The cost of these messages varies by the recipient's country, message type, and how many messages they have sent that month. Free-form messages and utility messages sent during a customer service window don't incur any fees.
How do I calculate the cost of using WhatsApp Business API for my business?
To estimate your WhatsApp Business API costs, consider the following:
- API access is free
- Messaging platform fees depend on your WhatsApp Business Solution Provider. Some providers charge extra for each WhatsApp account or have setup, maintenance or message markup fees.
- Outbound messages are billed individually, based on message type, recipient country, and monthly volume
Use our pricing calculator to get an estimate for your message costs — drag the sliders to reflect your monthly message volume and select your recipients' country to view rates.
What are Free Entry Points?
Click to WhatsApp ads and Facebook Page buttons are free entry points. If customers message you via these points and you reply within 24 hours, the customer service window extends to 72 hours.