Contents
How WhatsApp charges work
Since July 2025 Meta has charged per message for template messages, instead of per 24-hour conversation. As of November 2026 A charge applies when a template message is delivered. The price depends on two things:
- The template's category — marketing, utility or authentication.
- The recipient's country code — a message to a +91 number uses India's rate, wherever your business is.
Messages that are not templates — the free-form replies your team or bot sends while a customer service window is open — are service messages and are free.
What is free
- Service replies inside the 24-hour customer service window.
- Utility templates sent inside an open window (for example an order update while the customer is chatting).
- Free entry point conversations: when a customer messages you from a Click-to-WhatsApp ad or a Facebook Page call-to-action and you reply within 24 hours, messages are free for 72 hours.
See the 24-hour window explained.
What costs money
| Category | Typical use | Relative cost in India |
|---|---|---|
| Marketing | Offers, launches, cart reminders, re-engagement | Highest |
| Utility | Order, delivery, booking and account updates | Low; free inside an open window |
| Authentication | One-time passcodes | Low |
| Service | Free-form replies inside the window | Free |
Meta publishes current rates per country in its rate cards and has offered volume tiers for utility and authentication messages. Exact rupee amounts change, so always check Meta's pricing page before you budget. As of November 2026
Where the rest of your bill comes from
- Your provider. A Business Solution Provider (BSP) or platform may add a per-message markup, a monthly fee or both. Ask for Meta's rate and their margin separately.
- Your software. Inbox, chatbot and campaign tools usually charge per seat or per plan.
- GST. Indian businesses pay GST on these services; check how your provider invoices it.
In ChatRhino, Meta's rate and any markup sit on your rate card, usage is debited from a prepaid wallet, and every debit is in your ledger. See pricing.
A worked example
Using illustrative rates — not quotes — of ₹0.90 per marketing message and ₹0.13 per utility message:
| Messages this month | Count | Charged? | Cost |
|---|---|---|---|
| Diwali offer (marketing template) | 10,000 | Yes | ₹9,000 |
| Shipping updates sent outside a window (utility) | 6,000 | Yes | ₹780 |
| Order updates sent while customer was chatting (utility) | 2,000 | No | ₹0 |
| Support replies by agents and AI (service) | 15,000 | No | ₹0 |
| Meta charges before GST and provider fees | ₹9,780 | ||
Marketing dominates the bill. The cheapest optimisation is targeting: a smaller, relevant segment costs less and gets fewer blocks.
Five ways to spend less
- Send marketing to segments, not your whole list.
- Use utility templates only for genuine transactional updates — Meta can re-categorise templates that look promotional.
- Reply inside the window: a customer who just messaged you can be answered free.
- Use Click-to-WhatsApp ads where they fit; they open a 72-hour free window.
- Watch quality: blocks and reports lower your quality rating and messaging limits.
Frequently asked questions
Is the WhatsApp Business API free in India?
No. Meta charges per delivered template message by category. Free-form replies inside the 24-hour customer service window are free.
Which WhatsApp messages are free?
Service replies inside the 24-hour window, utility templates sent inside an open window, and messages inside a 72-hour free entry point window opened by a Click-to-WhatsApp ad or Page call-to-action.
Is WhatsApp marketing more expensive than utility?
Yes. In India, marketing templates are the most expensive category; utility and authentication cost much less.
Do I pay Meta directly?
Either directly through a Meta billing setup or through your provider, depending on how your account is configured. Your provider may add a markup.
Sources
Official documentation we checked (November 2026). Rules and prices change; the source is the authority.
- Meta — WhatsApp Business Platform pricing https://developers.facebook.com/docs/whatsapp/pricing
- Meta — Template categorisation guidelines https://developers.facebook.com/docs/whatsapp/updates-to-pricing/new-template-guidelines
- Meta — Messaging limits and quality rating https://developers.facebook.com/docs/whatsapp/messaging-limits
This guide is general information, not legal or financial advice.