The price you pay for using WhatsApp API has two components - platform fee of the API provider (which depends on the BSP you opt for) and per message cost for the message templates you send to your customers. The per message cost also varies according to country and the template category. If you're looking to use the WhatsApp Business API for growing your business it is essential to have a firm understanding of the pricing structure and how your messages are charged. This blog breaks down WhatsApp's latest pricing model (effective from April 1st, 2025) and its components so let’s dive in!
The Two Key Message Categories
WhatsApp Business messages fall into two distinct categories:
Template Messages: These are pre-approved formats used to initiate conversations. These are charged based on the type of template and the recipient's country.
Free-form Messages: Any message exchanged during the 24-hour period of a customer replying to your template or in the service window (explained further). These messages are free, and templates are not required.
Business-Initiated Messages: Template Pricing
Businesses often start conversations using templates. These templates need Meta’s approval and are categorized into three types, each with its own purpose and pricing. The pricing for each category also varies for each country.
1. Marketing Templates
These templates are used when you want to sell something to the customer or spread awareness about your business events. These are the most expensive templates. Costs vary by country.
India: ₹0.78 / $0.01 / €0.009 per message
UK: ₹3.87 / $0.05 / €0.0438 per message
UAE: ₹2.81 / $0.03 / €0.0319 per message
Example Use Case: Promoting a limited-time sale or sending invitations to a webinar.
2. Authentication Templates
Used for identity verification, such as OTPs or two-factor authentication.
India: ₹0.115 / $0.0014 / €0.0012 per message
UK: ₹2.62 / $0.0358 / €0.0297 per message
UAE: ₹1.30 / $0.0178 / €0.0147 per message
Example Use Case: Sending a secure code for account login.
3. Utility Templates
These handle transaction-related updates like order confirmations and delivery notifications.
India: ₹0.115 / $0.0014 / €0.0012 per message
UK: ₹1.61 / $0.022 / €0.0182 per message
UAE: ₹1.15 / $0.0157 / €0.013 per message
Special Note: If the Service Window (explained below) is open, utility messages are free.
User-Initiated Conversations: Service Messages
Whenever a customer sends you a message, a 24-hour window opens which is called the Service Window. During this time, you can send free-form messages back and forth with the customer without needing to use pre-approved templates. The window refreshes every time the customer sends a new message. Once the window closes, you will need to use a template to reach out to the customer again.
Example Use Case: Resolving customer queries or providing additional product details.
After the Service Window closes, you must use a template to reinitiate contact.
Understanding WhatsApp’s pricing structure is crucial for managing communication expenses while maximizing ROI. By strategically utilizing templates you can optimize your business cost and efficiently connect with customers worldwide. To estimate the cost of using different templates according to your business needs you can use our Free WhatsApp Pricing Calculator. For more insights on optimizing WhatsApp Business for your needs, explore our blog at heltar.com/blogs.