Understanding WhatsApp Business API pricing is critical if you’re running marketing, support, or automation through WhatsApp. As of July 1, 2025, Meta has introduced a major shift: from per-conversation billing to per-message billing. This guide breaks down what’s changed, what stayed the same, and how your business can manage costs effectively. For official details, see Meta’s WhatsApp Pricing Documentation.
Previously, businesses were billed for every 24-hour conversation window. No matter how many messages were exchanged, the cost stayed the same for that window. Now, WhatsApp charges businesses on a per-message basis for templates. Marketing, Utility, and Authentication templates all count individually toward your bill. However, session (service) messages sent as replies within 24 hours of the customer’s last message are still free.
Utility messages, such as receipts, order confirmations, or appointment reminders, can now be sent free of charge if they are delivered within the 24-hour customer service window. This allows businesses to handle common operational tasks without incurring costs. Once the 24h window closes, utility templates are billed per message at their designated rate.
A major update in July 2025 is the 72-hour entry window. When a customer engages with your brand through a Meta ad, a Facebook Call-to-Action, or another approved entry point, you can send any type of message—Marketing, Utility, or Authentication—for free during the next 72 hours. This is designed to help businesses maximize ROI on advertising and improve onboarding flows.
Meta has also introduced tiered pricing discounts for Utility and Authentication messages. If your business sends messages at scale, the cost per message decreases once you pass certain thresholds. The discounts vary by country, so high-volume senders in regions like India, UAE, or South Africa can see significant savings.
Another cost-friendly update is the reduced pricing for Authentication messages (like OTPs and login codes) in several markets including Egypt, Nigeria, Pakistan, South Africa, Saudi Arabia, UAE, Malaysia, India, and Indonesia. This move makes WhatsApp more competitive with SMS providers for secure login and verification use cases.
Authentication messages are used to verify a person’s identity, often through one‑time passwords (OTPs) or login codes. For example, if someone logs in to an app or wants to secure their account, the business can send a WhatsApp code to confirm it’s really them. These are billed per message.
Marketing messages are promotional by nature. They include campaigns, product launches, special offers, or abandoned cart reminders. These are usually sent by a business through an official partner like Sanoflow, using a pre‑approved template. The approval process for a new marketing template typically takes only a few minutes. Once approved, these messages can be sent to a list of opted‑in contacts or to individual users. Because these messages are designed to sell, each one is charged individually. They should always be relevant and targeted to avoid unnecessary costs.
Utility messages provide important information to customers, like order confirmations, shipping updates, or appointment reminders. These are typically triggered by a business using a pre‑approved template, for example when an order is placed or an appointment is booked. If they are sent within the 24‑hour service window after the customer’s last message, they’re free. If sent later, they are billed at the utility rate. In practice, a customer action (like making a purchase) often triggers the business to send a utility template, and any follow‑up replies from the customer reset the 24h service window.
Service messages are replies sent by your team within the 24‑hour customer service window. These are completely free and include support answers, FAQs, or any direct response to a user’s question. They allow businesses to handle support without incurring costs.
One question many businesses have is how WhatsApp compares to traditional SMS costs. In most regions, WhatsApp Business API messages are priced competitively and often lower, especially when considering marketing and authentication use cases. Below is a simple comparison:
| Channel | Marketing Message Example | Authentication Message Example |
|---|---|---|
| ~$0.008 per message | ~$0.015 per OTP/login code | |
| SMS | ~$0.02–$0.05 per SMS | ~$0.02–$0.06 per OTP/login code |
This comparison shows that in markets like India, WhatsApp can be significantly cheaper than SMS, while in markets like the UAE, the pricing is more competitive but still attractive when factoring in engagement rates (80%+ opens on WhatsApp vs ~20% on SMS).
| Message Type | Use Case | Billing | Example Price* |
| Marketing | Promotions, offers, abandoned carts | Per message | $0.008 |
| Utility | Updates, reminders, confirmations | Per message | $0.006 |
| Authentication | OTPs, login codes | Per message | $0.015 |
| Service (24h) | Support replies, FAQs | Free | $0.00 |
| Meta Ad Entry Window | 72h after ad/CTA click | Free | $0.00 |
*Rates vary by country and BSP. Always check your BSP dashboard or Sanoflow pricing support. You can also use our WhatsApp API Pricing Calculator to estimate your costs.
No, the WhatsApp Business API is not completely free in 2025. Only service (session) messages sent as replies within the 24‑hour customer service window are free of charge. Any proactive message using templates—whether Marketing, Utility, or Authentication—sent outside of that window is billed per message. To use the API, businesses must still have templates pre‑approved by Meta and obtain explicit opt‑in from users before sending. The required categories remain the same: Marketing, Utility, and Authentication.
Check out how to verify your Meta Business Account to access the WhatsApp Business API.
When sending marketing campaigns, avoid blasting all users with the same content. Instead, segment your audiences and send relevant offers to the right groups. Use the Marketing API (MM Lite) for precision targeting, and always set a Time-to-Live (TTL) so you aren’t billed for undelivered messages.
Train your team to resolve queries quickly inside the 24h window to maximize free service replies. Automate FAQs and use WhatsApp Flows to handle routine questions instantly. Whenever possible, rely on session messages instead of triggering a new template message that may incur costs.
One way to dramatically reduce costs is to launch campaigns through Click-to-WhatsApp Ads. This not only drives targeted traffic but also activates the 72-hour free messaging window. For high volumes of Authentication messages, batching them strategically can help you qualify for volume discounts. And for customer notifications, push them into the Utility category inside the service window whenever possible.
Sanoflow is designed to make WhatsApp API pricing easier to manage. It automatically switches between session and template messaging to minimize costs. Our dashboards track live campaign spend, flag when you’re eligible for free windows or discounts, and give you full control over templates and approvals. We also integrate directly with your CRM, analytics, and product catalog so messaging costs are always tied back to ROI.
👉 Book a Demo with Sanoflow to see how we help businesses control WhatsApp messaging costs.
Is WhatsApp Business API free?
No. Only service messages sent within the 24h window are free. Any proactive template—whether Marketing, Utility, or Authentication—sent outside the window will be billed.
Are support replies still free?
Yes. Replies to customer messages within the 24-hour service window remain free of charge.
What is the 72h entry window?
When a customer engages through a Meta ad or Facebook CTA, your business can send unlimited messages of any category for free for the next 72 hours.
How do volume discounts work?
Meta offers tiered discounts for high-volume Utility and Authentication messages. The more you send, the lower your per-message cost, depending on region.
How can I reduce costs?
Reply to users within 24 hours to use session messages, launch campaigns through ads to unlock the 72h free window, and leverage platforms like Sanoflow that optimize billing automatically.
What is the price for sending marketing messages in India and Dubai?
In India, marketing messages are typically billed at lower regional rates, often around $0.004–$0.006 per message depending on your BSP and volume tier. In the UAE (Dubai), rates are generally higher, averaging around $0.008–$0.012 per marketing message. Always confirm with your BSP or use our WhatsApp API Pricing Calculator for exact local costs.
What is the cost of WhatsApp Business API in India?
In India, marketing messages cost about $0.004–$0.006 per message, utility around $0.003–$0.004, and authentication around $0.012–$0.015 depending on volume and BSP.
What is the cost of WhatsApp Business API in Dubai (UAE)?
In the UAE, marketing messages usually cost $0.008–$0.012 per message, utility $0.005–$0.007, and authentication $0.015–$0.018. Service replies within 24h are free.
How much does a WhatsApp marketing message cost compared to SMS?
WhatsApp marketing messages average $0.008 per message globally, while SMS marketing can cost $0.02–$0.05, making WhatsApp more cost‑efficient.
Can I calculate WhatsApp API pricing automatically?
Yes, you can use Sanoflow’s WhatsApp API Pricing Calculator to see exact costs for your region and use case.
Updated July 2025 – reflecting Meta’s global per-message billing rollout.
Understanding WhatsApp Business API pricing is critical if you’re running marketing, support, or automation through WhatsApp. As of July 1, 2025, Meta has introduced a major shift: from per-conversation billing to per-message billing. This guide breaks down what’s changed, what stayed the same, and how your business can manage costs effectively. For official details, see Meta’s WhatsApp Pricing Documentation.
Previously, businesses were billed for every 24-hour conversation window. No matter how many messages were exchanged, the cost stayed the same for that window. Now, WhatsApp charges businesses on a per-message basis for templates. Marketing, Utility, and Authentication templates all count individually toward your bill. However, session (service) messages sent as replies within 24 hours of the customer’s last message are still free.
Utility messages, such as receipts, order confirmations, or appointment reminders, can now be sent free of charge if they are delivered within the 24-hour customer service window. This allows businesses to handle common operational tasks without incurring costs. Once the 24h window closes, utility templates are billed per message at their designated rate.
A major update in July 2025 is the 72-hour entry window. When a customer engages with your brand through a Meta ad, a Facebook Call-to-Action, or another approved entry point, you can send any type of message—Marketing, Utility, or Authentication—for free during the next 72 hours. This is designed to help businesses maximize ROI on advertising and improve onboarding flows.
Meta has also introduced tiered pricing discounts for Utility and Authentication messages. If your business sends messages at scale, the cost per message decreases once you pass certain thresholds. The discounts vary by country, so high-volume senders in regions like India, UAE, or South Africa can see significant savings.
Another cost-friendly update is the reduced pricing for Authentication messages (like OTPs and login codes) in several markets including Egypt, Nigeria, Pakistan, South Africa, Saudi Arabia, UAE, Malaysia, India, and Indonesia. This move makes WhatsApp more competitive with SMS providers for secure login and verification use cases.
Authentication messages are used to verify a person’s identity, often through one‑time passwords (OTPs) or login codes. For example, if someone logs in to an app or wants to secure their account, the business can send a WhatsApp code to confirm it’s really them. These are billed per message.
Marketing messages are promotional by nature. They include campaigns, product launches, special offers, or abandoned cart reminders. These are usually sent by a business through an official partner like Sanoflow, using a pre‑approved template. The approval process for a new marketing template typically takes only a few minutes. Once approved, these messages can be sent to a list of opted‑in contacts or to individual users. Because these messages are designed to sell, each one is charged individually. They should always be relevant and targeted to avoid unnecessary costs.
Utility messages provide important information to customers, like order confirmations, shipping updates, or appointment reminders. These are typically triggered by a business using a pre‑approved template, for example when an order is placed or an appointment is booked. If they are sent within the 24‑hour service window after the customer’s last message, they’re free. If sent later, they are billed at the utility rate. In practice, a customer action (like making a purchase) often triggers the business to send a utility template, and any follow‑up replies from the customer reset the 24h service window.
Service messages are replies sent by your team within the 24‑hour customer service window. These are completely free and include support answers, FAQs, or any direct response to a user’s question. They allow businesses to handle support without incurring costs.
One question many businesses have is how WhatsApp compares to traditional SMS costs. In most regions, WhatsApp Business API messages are priced competitively and often lower, especially when considering marketing and authentication use cases. Below is a simple comparison:
| Channel | Marketing Message Example | Authentication Message Example |
|---|---|---|
| ~$0.008 per message | ~$0.015 per OTP/login code | |
| SMS | ~$0.02–$0.05 per SMS | ~$0.02–$0.06 per OTP/login code |
This comparison shows that in markets like India, WhatsApp can be significantly cheaper than SMS, while in markets like the UAE, the pricing is more competitive but still attractive when factoring in engagement rates (80%+ opens on WhatsApp vs ~20% on SMS).
| Message Type | Use Case | Billing | Example Price* |
| Marketing | Promotions, offers, abandoned carts | Per message | $0.008 |
| Utility | Updates, reminders, confirmations | Per message | $0.006 |
| Authentication | OTPs, login codes | Per message | $0.015 |
| Service (24h) | Support replies, FAQs | Free | $0.00 |
| Meta Ad Entry Window | 72h after ad/CTA click | Free | $0.00 |
*Rates vary by country and BSP. Always check your BSP dashboard or Sanoflow pricing support. You can also use our WhatsApp API Pricing Calculator to estimate your costs.
No, the WhatsApp Business API is not completely free in 2025. Only service (session) messages sent as replies within the 24‑hour customer service window are free of charge. Any proactive message using templates—whether Marketing, Utility, or Authentication—sent outside of that window is billed per message. To use the API, businesses must still have templates pre‑approved by Meta and obtain explicit opt‑in from users before sending. The required categories remain the same: Marketing, Utility, and Authentication.
Check out how to verify your Meta Business Account to access the WhatsApp Business API.
When sending marketing campaigns, avoid blasting all users with the same content. Instead, segment your audiences and send relevant offers to the right groups. Use the Marketing API (MM Lite) for precision targeting, and always set a Time-to-Live (TTL) so you aren’t billed for undelivered messages.
Train your team to resolve queries quickly inside the 24h window to maximize free service replies. Automate FAQs and use WhatsApp Flows to handle routine questions instantly. Whenever possible, rely on session messages instead of triggering a new template message that may incur costs.
One way to dramatically reduce costs is to launch campaigns through Click-to-WhatsApp Ads. This not only drives targeted traffic but also activates the 72-hour free messaging window. For high volumes of Authentication messages, batching them strategically can help you qualify for volume discounts. And for customer notifications, push them into the Utility category inside the service window whenever possible.
Sanoflow is designed to make WhatsApp API pricing easier to manage. It automatically switches between session and template messaging to minimize costs. Our dashboards track live campaign spend, flag when you’re eligible for free windows or discounts, and give you full control over templates and approvals. We also integrate directly with your CRM, analytics, and product catalog so messaging costs are always tied back to ROI.
👉 Book a Demo with Sanoflow to see how we help businesses control WhatsApp messaging costs.
Is WhatsApp Business API free?
No. Only service messages sent within the 24h window are free. Any proactive template—whether Marketing, Utility, or Authentication—sent outside the window will be billed.
Are support replies still free?
Yes. Replies to customer messages within the 24-hour service window remain free of charge.
What is the 72h entry window?
When a customer engages through a Meta ad or Facebook CTA, your business can send unlimited messages of any category for free for the next 72 hours.
How do volume discounts work?
Meta offers tiered discounts for high-volume Utility and Authentication messages. The more you send, the lower your per-message cost, depending on region.
How can I reduce costs?
Reply to users within 24 hours to use session messages, launch campaigns through ads to unlock the 72h free window, and leverage platforms like Sanoflow that optimize billing automatically.
What is the price for sending marketing messages in India and Dubai?
In India, marketing messages are typically billed at lower regional rates, often around $0.004–$0.006 per message depending on your BSP and volume tier. In the UAE (Dubai), rates are generally higher, averaging around $0.008–$0.012 per marketing message. Always confirm with your BSP or use our WhatsApp API Pricing Calculator for exact local costs.
What is the cost of WhatsApp Business API in India?
In India, marketing messages cost about $0.004–$0.006 per message, utility around $0.003–$0.004, and authentication around $0.012–$0.015 depending on volume and BSP.
What is the cost of WhatsApp Business API in Dubai (UAE)?
In the UAE, marketing messages usually cost $0.008–$0.012 per message, utility $0.005–$0.007, and authentication $0.015–$0.018. Service replies within 24h are free.
How much does a WhatsApp marketing message cost compared to SMS?
WhatsApp marketing messages average $0.008 per message globally, while SMS marketing can cost $0.02–$0.05, making WhatsApp more cost‑efficient.
Can I calculate WhatsApp API pricing automatically?
Yes, you can use Sanoflow’s WhatsApp API Pricing Calculator to see exact costs for your region and use case.
Updated July 2025 – reflecting Meta’s global per-message billing rollout.
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