Meta charges per message. The older conversation-based model, which charged for a 24-hour conversation window, was replaced on 1 July 2025. If you are comparing old quotes or older guides, that is the difference.
What you pay #
Each template message you send is charged according to its category:
- Marketing – promotions, offers, product news
- Utility – order, payment, delivery and account updates
- Authentication – one-time passcodes
Rates differ by category and by the recipient’s country, and India is its own market in Meta’s rate card.
Where to see your rates #
Open your Rate Plan and select the WhatsApp tab. It lists your rate per country for Marketing, Utility, Authentication and Service messages. What you actually spend appears per message in your WhatsApp Delivery Report and per campaign in Campaign Summary.
Two things that change your bill #
- Meta can update its rate card quarterly, on 1 January, 1 April, 1 July and 1 October. Check your Rate Plan before planning a large campaign.
- Category decides the price. A template Meta re-categorises from Utility to Marketing becomes more expensive to send, so it pays to write utility templates that stay utility (see Which category should I choose for a WhatsApp template?).
Some messages carry no Meta charge at all. See Which WhatsApp messages are free?
Source: Meta: WhatsApp Business Platform pricing. Meta changes these rules from time to time, so check the source if something looks different in your account.