How much does the WhatsApp Business API cost?
Effective October 1, 2025, the pricing structure on the WhatsApp Business Platform has consolidated around a clear principle: pricing occurs upon delivery and is determined by the template category (Marketing, Utilities, or Authentication).
Each message template requires Meta's prior approval and must strictly adhere to official policies. It's important to note that content quality directly impacts a brand's reputation: user blocks can impact an account's Quality Score.
Cost variables
The final price is influenced by two main factors:
The type of conversation started
The recipient's prefix
Details by category:
Marketing
Always subject to charges, no exceptions
Authentication
Always subject to charges (e.g. OTP codes)
Utility
Generally paid, but with a strategic advantage: the cost is free if the message is sent while a customer support window is active.
Service
Completely free if sent within the active conversation window (which lasts from 24 to 72 hours, depending on the user's entry point).
Customer-initiated messages don't cost your business
A crucial aspect for budget optimization concerns the management of incoming messages:
- Free Receiving: The company never pays to receive messages from customers through the platform
- Free response: Responding to customers does not generate costs, as long as the response occurs within the active support window (24h or 72h)
| Message format | Category | Operation | Start conversation (Outbound)* | Active Response (Inbound/CSW)* | Promo Window (FEP)** |
|---|---|---|---|---|---|
| Template messages | Marketing | H24 / Always | Payment | Payment | Free |
| Template messages | Authentication | H24 / Always | Payment | Payment | Free |
| Template messages | Utility | H24 / Always | Payment | Free | Free |
| Free messages | Customer Service | Only during active session* | Not available | Free | Free |
Time Window Guide
To optimize your budget, it's essential to distinguish between the two types of time "windows" in which your company can operate.
* The support session (CSW - 24h)
This is the standard 24-hour window that automatically activates the instant a customer sends a message to your business.
- Total Freedom: You can reply with free text messages (without Meta approval)
- Zero Cost: Free messages and "Utility" templates sent during this time period do not generate additional costs.
- Note: If the 24-hour window expires without any new customer interactions, the window closes. To reopen the dialogue, you must use a paid template.
** The promotional window (FEP - 72h)
It's an extended 72-hour "bonus period" that unlocks when a user starts a chat by clicking on one of your ads (Click-to-WhatsApp) or a Call-to-Action on Facebook/Instagram.
- All inclusive: For 3 full days, you can send unlimited messages (including Marketing Templates) at no cost.
- Instant entry: No need to wait for a message from the user; clicking on the ad opens the window immediately.
- After 72 hours: Once the promotional period has ended, the standard rate will revert.
Official price list: rates by category
Here's a breakdown of the investment required for each conversation initiated, broken down by business objective.
Marketing
| € 0,0572
The conversion engine
This category includes everything that isn't a service or utility: promotions, flash deals, product launches, and messages to re-engage dormant customers.
The rule: Each message sent to drive a purchase is priced individually. This is the premium category because it generates direct ROI.
Authentication | €0.0248
Security and verification
Essential for protecting your user account. This includes all OTP (One Time Password) codes for logging in, password recovery, or device verification.
The rule: Top priority delivery, charged for each individual model sent.
Utility | € 0,0248
Transactions and after-sales
Includes essential customer experience notifications: order confirmations, shipment tracking, statements, or recurring updates.
The Opportunity: If you send these messages while a support window is already active (because the customer has contacted you), the cost drops to zero. If you send them cold, you pay the standard rate.
Service | Always free
Responsive customer care
These are all the free responses your team (or your bot) sends to resolve questions or issues raised by customers.
The advantage: As long as you reply within 24 hours of the user's last message, you pay nothing. Customer support on WhatsApp is a zero-cost channel for sending messages.
️Price transparency note:
The prices indicated refer to the official price list set by Meta, in effect as of January 30, 2026. Since WhatsApp Business is a platform owned by Meta, any future price fluctuations will depend solely on their unilateral decisions and not on PS Company.
When conversation is free
In addition to standard rates, there are two strategic scenarios where costs are zero. It's essential to distinguish between "organic" traffic and "ads" traffic.
Scenario A
The Client writes spontaneously (Organic)
When a user contacts you on their own initiative (from the site, bio, or address book):
- A free 24-hour Service Window opens
- During this time, you can reply with free text messages at no cost.
- Note: If you decide to use Templates (Marketing/Utility) at this stage, those remain paid.
Scenario B
The Customer arrives from an Advertisement (Ads)
When the user starts the chat by clicking on one of your ADs (Facebook/Instagram) or a CTA button:
- A 72-hour Extended Window is activated
- In this "golden age", you can send any type of message (even Marketing, Utility or Authentication) at zero cost
- It's the perfect time to push conversions without worrying about your message budget.
The Technical Cost: Provider Management
To use the WhatsApp Business API, you don't just pay Meta; you need a server infrastructure (provider) to manage the traffic. This technical cost is added to the message rate, but varies dramatically based on your growth.
The cost of the provider is inversely proportional to your volumes
For large volumes
For large volumes (e.g., 1 million messages per month), the infrastructure costs are completely absorbed. The additional cost per message is €0.
For small volumes
If the volumes are small (e.g. less than 1,000 messages per month), the server management cost affects the single sending, reaching a maximum of €0.07 (7 cents) to be added to the Meta cost.
The more your company scales and increases volumes on WhatsApp, the more the unit technical cost decreases, until it disappears altogether.
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