WhatsApp Business API pricing: guide to Meta and software costs

How much does it cost businesses to use the WhatsApp Business Platform (API)? We explain Meta's pricing and additional costs.

As a brand, you may have seen that other brands are increasingly adopting WhatsApp as a marketing, service and sales channel. You may be wondering how much it will cost your business.

This guide outlines the key costs of using WhatsApp Business Platform (API) – with a focus on European markets.

Note: this article is intended for medium to large businesses using the WhatsApp Business API. Small businesses should use the free WhatsApp Business app.

Contents

• WhatsApp Business Platform (API) pricing model
• About Whatsapp Business conversations
• How WhatsApp Business API pricing works
• WhatsApp Business API pricing per country
• WhatsApp Business Solution Provider fees

WhatsApp Business Platform (API) pricing model 

Starting July 1, 2025, Meta has officially switched the WhatsApp Business Platform (API) to a per-message pricing model. This change replaces the previous per-conversation approach, aligning WhatsApp pricing with standard messaging industry practices and giving businesses more control over costs.

Key Updates to WhatsApp Pricing in 2025

1. Per-Message Billing
   Businesses are now charged per message sent, instead of per 24-hour conversation window. This means that your costs are now directly tied to the exact number of messages you send to your customers.

    

2. Free Service Conversations
   As of November 1, 2024, all service conversations are free. Any messages sent in direct response to a user’s request (like customer support replies) within an open customer service window will no longer incur charges.

3. Utility Template Messages Become Free
   Messages sent using utility templates in response to a user’s inquiry within an open window are also free, allowing brands to handle transactional updates like order confirmations or shipping alerts without extra costs.

4. Authentication and Regional Updates

   • February 1, 2025: Authentication template pricing expanded to 7 new international markets in APAC and EMEA.

   • April 1, 2025: Pricing was lowered in 4 of these markets to stay competitive with alternative messaging channels.

We’ve outlined how brands can prepare and adapt to WhatsApp’s new pricing model in a separate guide for businesses.

The cost per conversation depends on two main factors:

• The country a business is operating in
• The category of template a business sends (marketing, utility, authentication or service)

Businesses will also pay fees to a WhatsApp Business Solution Provider (BSP) like charles, unless they build an software solution in-house.

Meta will charge per message rather than conversation from April 1, 2025. See more here

Message template categories

Meta charges different fees for four types of WhatsApp template categories:

1. Marketing conversations: Usually most expensive (often with greater revenue potential). Initiated by the business for promotional purposes – WhatsApp campaigns, seasonal sales events, competitions. 
   
   
2. Authentication conversations: Often the cheapest conversation type. Used for logging in, account recovery and similar purposes.
   
   
3. Utility conversations: Include purchase confirmations, billing statements and other transactional messages.
   
   
4. Service conversations: These conversations are started by the customer and usually related to customer service inquiries like product questions or delivery issues. These conversations will be free from July 1, 2025 🎉

The four WhatsApp Business conversation types with examples – each incurs a different price per conversation from Meta (source: WhatsApp Business) 

Pricing varies by country. Always check the latest WhatsApp Business API pricing rate cards for the most up-to-date information for your country. (Or the drop-down menu on the WhatsApp Business page.) Scroll for a pricing table in key European WhatsApp Business markets.

How do you know which template category?

For every outbound message a business sends on WhatsApp (also called business‑initiated messages), you must first select a template category. These templates, such as marketing, utility, authentication, or service, are created in your WhatsApp platform, submitted to Meta for approval, and usually approved within seconds.

Choosing the correct template category ensures that your messages are charged according to the right pricing model.

Meanwhile, service conversations triggered by a customer’s incoming message are automatically recognized by WhatsApp and do not require a template.

This is how you choose the template type in the charles platform

How WhatsApp Business API pricing works

• Charges apply on delivery: Businesses are charged when a message is delivered, not when it is sent.
  
  

• Volume discounts: Businesses can unlock more attractive pricing as they scale their messaging volume.

• Free service messages: Service messages sent in response to user inquiries within a 24-hour window are free of charge.
  

   

• When a customer reaches your brand through a free entry point, like a click‑to‑chat ad or a WhatsApp button on your website, you can start a conversation without immediate costs.

   

  • Your first reply is free for 24 hours.

  • If you respond within that time, a 72‑hour free messaging window opens.

  • During this period, you can send any type of message without paying per‑message fees 💡

     

    
    

    Why this benefits brands:
    Free entry point windows let you engage customers for up to 72 hours at no cost, making it easy to run multi‑step conversations or nurture leads without worrying about extra charges.

     

     

    
    

    With AI‑powered WhatsApp agents like charles’ AI Agent Squad, you can instantly respond, guide customers, and fully leverage these free windows, ensuring fast replies and consistent brand communication, even during peak inquiry times.

Charge example: In the example above, a business sends 4 messages to a WhatsApp user but is only charged for 2 (1 marketing charge, 1 utility charge).

WhatsApp Business API pricing by country

For the complete breakdown of WhatsApp Business Platform pricing per country, including per‑message rates, check the official pricing pages here and here.

Service conversations will be recognized automatically by WhatsApp Business when customers message your business.

WhatsApp Business Solution Provider fees

As well as the fees Meta charges per conversation, businesses will likely incur fees for software.

To use the API, you'll need to invest in the services of a WhatsApp Business Solution Provider. These include Solution Partners like charles, Tech Partners and Tech Providers – or it's possible to build the software yourself. Many businesses choose a Solution Partner because of the additional level of support and expertise.

If you choose a Solution Provider, in addition to your Meta/WhatsApp fee per conversation, you'll typically pay:

1. Monthly subscription: for access to features built using the WhatsApp API like advanced automation, rich analytics, and integrations with your CRM and service tools, plus, ideally, WhatsApp expertise and technical support.
2. Fee per subscriber: your provider may charge an additional fee per subscriber.

What about charles pricing? This depends on your company and goals. Talk to us to find out how much our WhatsApp solution will cost for your business.

Is the investment in a Solution Provider worth it?

We would say yes. Some of our customers are achieving excellent results with WhatsApp. As WhatsApp marketing is a new channel for many businesses, it can take some time to learn how it works and how to optimize a strategy.

Having an expert partner on your side, guiding you and advising you on aspects like campaign cadence, content, segmentation and integrations can be the helpful factors in making WhatsApp a success.

In addition, customers are looking for easier, more personal ways to connect with businesses, like WhatsApp. With a partner that understands customer behavior, you can be more sure of ensuring a smooth customer experience.

To sum up: Meta fees plus provider fees

If you have more questions about WhatsApp Business API pricing, or how much charles will cost your business, get in touch.