WhatsApp Business API pricing: complete guide [August 2024]

How much is the WhatsApp Business Platform (API)? Read on to find out the fee per conversation, conversation types and more. 

As businesses worldwide increasingly adopt WhatsApp as a communication channel, they'll need to understand the pricing structure of the WhatsApp Business Platform (API).

This guide aims to shed some light on WhatsApp API costs – with a focus on Europe.

In this article, learn:

• WhatsApp Business API pricing vs the app
• WhatsApp Business Platform (API) fees
• WhatsApp Business API pricing per country
• Additional WhatsApp Business API costs
• WhatsApp Business API pricing information from Meta
• 7 tips to reduce WhatsApp Business API costs

UPDATE: New WhatsApp rates in Germany and UK from August 2024

What's the difference between WhatsApp Business Platform (API) pricing and the WhatsApp Business app?

First, let's help you understand the difference between the API and the app so you know which one you need for your business. 

The WhatsApp Business API

WhatsApp Business Platform (API) fees

Meta uses conversation-based pricing to charge businesses using the WhatsApp Business Platform. This means businesses pay a small cost per conversation for every WhatsApp conversation they have with customers.

Businesses will also have to pay fees to a WhatsApp Business Solution Provider (BSP) or Tech Provider, or invest in an in-house software solution.

What's a WhatsApp Business conversation?

A "conversation" is defined by WhatsApp as: "all messages delivered within a 24-hour period." A conversation starts when the first business message is delivered and ends 24 hours later."

How does WhatsApp Business API pricing work?

The first 1,000 WhatsApp service conversations per month are free. After that:

• Businesses are charged a fee per conversation depending on the conversation type
• If a customer starts a WhatsApp conversation, the conversation (and 24-hour window) only starts when the business answers that message
• If the business starts the conversation, the conversation (and 24-hour window) starts at the moment that message is sent
• If the conversation continues past the 24-hour window, the business will be charged for another conversation
• It can happen that a business can be charged for several different conversations within a 24-hour window if, for example they're first sent a Black Friday campaign (marketing conversation), they then make a purchase and are sent an order confirmation (utility conversation)
• When you use a click-to-WhatsApp ad, or Facebook Page call-to-action button you get a 72-hour window instead of a 24-hour one. This is likely because WhatsApp wants to encourage use of these ads. Conversations started this way are free if answered within 24 hours.

Conversation-based pricing explainer from Meta

You will also likely have platform fees on top from your WhatsApp BSP or Tech Provider.

The 4 WhatsApp conversation types

Meta charges different fees for 4 types of WhatsApp conversation:

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: In some countries, the cheapest conversation type. Started by the customer, usually related to customer service inquiries like product questions or delivery issues.

A note on message types: Marketing, utility, and authentication conversations can only be opened with what's called "template messages." Service conversations can be opened with any type of message other than a template message. See more on message types.

The 4 WhatsApp Business conversation types with examples – each one has 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.)

Conversations used to be split into 2 categories (until June 23), which is why you may still hear these terms:

1. Business-initiated conversations: Marketing, Utility and Authentication conversations
2. User-initiated conversations: Service conversations 

How do you know which conversation type?

It's up to you as a business to choose the right template for each situation, so you'll be charged for the right conversation type.

For each WhatsApp message you send out, you create "templates" in your WhatsApp software, submit them to Meta and wait for approval. Usually this takes a matter of seconds and is entirely done in the software.

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

WhatsApp Business API pricing by country

Let's look at current pricing per conversation for each 4 conversation types in our key markets of Germany, UK and Italy.

For context, we've included other interesting markets like Spain and the US, plus two of WhatsApp Business' top markets, Brazil and India.

Remember you will likely pay fees to a WhatsApp BSP or Tech Provider on top of these. 

Pricing as of August 19, 2024 (See latest conversation prices on WhatsApp Business page). WhatsApp penetration rates per country as of April 2022 (Source: Statista). Platform fees are on top of these prices.

*Drops to €0.0438 from Oct 2024

Recent changes to WhatsApp Business conversation rates: Utility and marketing costs fall

This year, the cost of utility and marketing conversations for WhatsApp Business API in some countries were reduced. Here's a summary from Meta: 

• "Utility conversation rates: Effective August 1, 2024, we are lowering rates to be competitive with alternative channels and encourage businesses to bring more end-to-end post-purchase customer journeys to WhatsApp.
• Marketing conversation rates: Effective October 1, 2024, we are updating rates in specific markets as part of more frequent updates to rates to reflect demand and the value marketing messages deliver."

New WhatsApp Business API rates, August 2024

Germany: from August, utility conversations dropped 36% from €0.0707 to €0.0456. This is a considerable saving for companies who want to help customers with existing orders in WhatsApp. The other 3 conversation types remain the same.

UK: from October, marketing conversations drop almost 27% from €0.0584 to €0.0438. In £ that's £0.0509 to £0.0382. This is a big incentive for businesses in the UK to get started with WhatsApp – the perfect opportunity to trial WhatsApp with lower risk.

US: utility conversation rates dropped a massive 73% from €0.0124 to €0.0033, signifying Meta's intentions to expand in this region.

See more on this August 2024 WhatsApp Business pricing update.

WhatsApp Business rates depend on the country

It's clear that WhatsApp Business API prices vary across markets. The costs for each conversation type in India are significantly lower compared to Western markets for example.

In the US, prices are relatively low right now (marketing conversations cost €0.0207 compared to €0.1131 in Germany, September 2024). This presents an opportunity for global businesses to expand WhatsApp marketing strategies to North America. While penetration is lower than other countries at 42%, this is set to rise. WhatsApp is growing in popularity over SMS there thanks to privacy concerns and WhatsApp's own promotional investment (including its recent ad featuring A Modern Family), amongst other things.   

WhatsApp is making moves into the US market, recently releasing this ad featuring A Modern Family – with more WhatsApp users, the opportunity for US businesses also grows 

Marketing conversations are generally the most expensive, while authentication is usually the cheapest conversation type – except in the US and Brazil, where service conversations are cheapest.

However we're seeing customers achieving great results with marketing conversations. 

SNOCKS was our first customer to reach €1 million in WhatsApp revenue in 2022. Here's their story, with WhatsApp marketing best practice advice.

Additional fees from WhatsApp BSPs

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 BSP like charles or a Tech Provider – or it's possible to build the software yourself. Many businesses choose a WhatsApp BSP because of the additional level of support and expertise.

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

1. Monthly subscription for WhatsApp Business software

Access to features built using the WhatsApp API like advanced automation, rich analytics, and seamless integrations with your CRM and service tools, plus, ideally, WhatsApp expertise and technical support.

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

2. Fee per conversation to WhatsApp Business provider

It's possible your provider will charge an additional fee per conversation.

Is the investment in a WhatsApp BSP worth it?

We would say yes. Some of our customers are achieving excellent results with WhatsApp. 

In addition, customers are looking for easier, more personal ways to connect with businesses, so it can be a good idea to offer them WhatsApp.

If you're a medium to large business, talk to us about how to start using the WhatsApp Business API

WhatsApp Business API pricing information from Meta

Here are some pages from Meta and WhatsApp that should help clear up any more questions you might have:

• WhatsApp Business Platform (API) conversation-based pricing
• WhatsApp message templates
• How to get free conversations
• List of Meta Business Partners (WhatsApp BSPs) 
• charles Meta Business Partner page

6 tips to minimize WhatsApp marketing costs

To reduce the costs of WhatsApp marketing, businesses can:

1. Send few WhatsApp marketing campaigns

Marketing conversations typically carry the highest cost per conversation. We usually advise that 2-3 campaigns a month per customer is enough – so engagement stays high and conversation costs low.

2. Segment WhatsApp campaigns

By finely segmenting your audience using tags saved in your WhatsApp software, and information from your CRM and service integrations, you send fewer and more relevant messages.

3. Use your 24h window to gather information

Use an open WhatsApp conversation to learn more about your customers by asking questions using buttons and store answers automatically.

4. Use "click-to-chat" ads

WhatsApp conversations started by these ads on Instagram and Facebook are free if you answer within 24 hours – and open a 72-hour window instead of the usual 24 hours.. 

5. Finish conversations within 24 hours

Don't overstep the 24-hour window or you'll have to pay an extra fee. Watch out for alerts from your WhatsApp software and end chats with customers before then.

6. Design more optimal campaigns

A/B test your campaigns before you send it out, so you can maximize the performance and ideally improve your returns.

To sum up

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