---
title: "How does WhatsApp per-message pricing work?"
description: "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…"
url: "https://www.smsgatewaycenter.com/blog/kb/how-does-whatsapp-per-message-pricing-work/"
updated: "2026-10-15"
category: WhatsApp Business API / Pricing
---

# How does WhatsApp per-message pricing work?

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

1. **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.
2. **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](https://developers.facebook.com/docs/whatsapp/pricing/). Meta changes these rules from time to time, so check the source if something looks different in your account.

### More Related Articles

- [Which WhatsApp messages are free?](https://www.smsgatewaycenter.com/blog/kb/which-whatsapp-messages-are-free/)

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