Short answer
The WhatsApp Business API costs what Meta charges per delivered message plus any provider fees. Since 1 July 2025, Meta prices each delivered template by category (marketing, utility, authentication) and recipient country. From 1 October 2026, service messages are also charged after 1,000 free per business phone number each month. Incoming customer messages are never charged.
How Meta charges per message
Meta replaced conversation-based pricing with per-message pricing on 1 July 2025. You pay only for messages your business sends that are delivered, and the rate depends on the message category and the recipient's country code. Messages a customer sends to you are free.
Meta publishes its rates as a rate card per market and updates it several times a year, so budget from the current card rather than an old quote.
| Message type | How Meta charges |
|---|---|
| Marketing template | Charged per delivered message, by recipient country |
| Utility template | Charged per delivered message; from 1 Oct 2026 also inside the customer service window |
| Authentication template | Charged per delivered message, by recipient country |
| Service (free-form reply in the window) | From 1 Oct 2026, charged after 1,000 free per business phone number per month |
When are WhatsApp messages free?
Meta's pricing documentation lists two cases. First, each business phone number gets 1,000 free service messages per month; they reset monthly and do not roll over. Second, when a user messages you from a Click-to-WhatsApp ad on the Android or iOS app and you reply within the customer service window, a free entry point window opens that may remain open for up to 7 days.
Inside that free entry point window Meta does not charge for marketing, utility, authentication or service messages. Meta Business Agent messages are still charged.
How to estimate your monthly bill
- Split your planned volume by category: promotions, order and account updates, OTP codes, and support replies.
- Split each category by recipient country, because Meta prices by market.
- Multiply each bucket by the current rate in Meta's rate card.
- Subtract the 1,000 free service messages per business phone number and any messages expected in free entry point windows.
- Add your provider's platform or seat fees, if any.
What a provider adds
Providers differ in how they pass on Meta's charges (at cost or with a markup) and in platform fees for the inbox, campaigns or chatbots. Ask for both separately. OmniChannels.ai, from BroadNet, charges WhatsApp at Meta's rate with zero markup and no setup fee.