What WhatsApp Business API actually costs, by message
Two charges are usually folded into one number: what Meta itself charges for a template message, and what the platform carrying it adds on top. WpAi states both, so you can see exactly which part is Meta's and which part is ours.
Short answer: Meta charges per approved template message, by category — not per conversation, and never for free-form replies inside an open 24-hour window. WhatsApp Web has no per-message charge of any kind, because Meta is never in that path.
Figures as of January 2026 — Meta's rate changes over time; see WpAi's full pricing for current subscription and wallet rates.
Meta's rate vs WpAi's rate, by category
| Category | What it's for | Meta charges | WpAi charges |
|---|---|---|---|
| Marketing | Promotions, offers, announcements — anything commercial sent as a template. | ~₹0.86 | ~₹0.97 |
| Utility | Order updates, confirmations, reminders — service messages tied to a transaction. | ~₹0.12 | ~₹0.15 |
| Authentication | One-time passwords and login codes. | ~₹0.12 | ~₹0.15 |
India rates, per approved template message, as of January 2026. WpAi's figure is Meta's charge plus platform costs — the exact rate for your destination is always shown in the in-app rate card before you send.
What's free
- Free-form replies — once a customer messages you, anything you send back inside the following 24 hours costs nothing, template or not.
- WhatsApp Web, entirely — no per-message charge on any plan, because it doesn't run through Meta's billing path at all.
- Delivery and read receipts — tracking a message never costs extra; only the message itself, if it's a template outside an open window.
Common questions
- How much does WhatsApp Business API cost per message in India?
- It depends on the template category. As of January 2026, Meta’s own published India rate is about ₹0.86 for a marketing template and about ₹0.12 for a utility or authentication template. On WpAi, the wallet rate is about ₹0.97 for marketing and ₹0.15 for utility or authentication — Meta’s charge plus platform costs — billed per approved template message you send, not per conversation.
- Do I pay anything for replies inside the 24-hour window?
- No. Once a customer messages you, you can reply with free-form text or media inside that open 24-hour window at no charge at all. The per-template rate only applies to template messages — the ones used to start a conversation or reach someone outside that window.
- What’s the difference between marketing, utility and authentication templates?
- Marketing covers promotions and offers. Utility covers service messages tied to something the customer already did — an order update, a confirmation, a reminder. Authentication covers one-time passwords and login codes. Meta reviews and prices each category differently, and utility/authentication messages are priced well below marketing.
- Does WhatsApp Web cost anything per message?
- No. WhatsApp Web is a QR-linked connection, not the official API, so Meta is never in the billing path — there is no per-message charge of any kind. The plan subscription is the whole cost, and a free tier is available to start.
- Why does WpAi charge more than Meta’s own rate?
- Meta’s rate is charged to whichever platform holds the API access, not to you directly — every WhatsApp Business API platform adds its own margin on top to cover infrastructure, support and the product itself. WpAi states both figures separately rather than folding them into one number, so it is always clear which part is Meta’s and which part is WpAi’s.
See the full rate card
Every plan, every rate, on one page — or start free on WhatsApp Web with no per-message cost at all.