WhatsApp Business API pricing calculator

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.

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.

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.

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.

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.

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.

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.

They aren’t. All incoming messages are completely free, regardless of the customer service window status. Businesses are only billed for outbound template messages. While some WhatsApp Business Solution Providers (BSPs) may add markups on top of Meta’s fees, respond.io offers transparent pricing with no extra charges on messages, so you only pay what Meta charges.

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.

Respond.io doesn’t charge additional fees for messages on top of Meta’s own fees.

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 slider to reflect your monthly message volume and select your recipients’ country to view accurate rates.

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.