Pricing
Whatsapp Conversation Fees Effective July 1, 2025
Updates from July 1, 2025
- WhatsApp will charge on a per-message basis instead of per-conversation, to simplify their pricing and better align to industry standard-pricing for messaging.
- Utility template messages sent in response to a user’s message (thus within an open customer service window) will become free, to provide more flexibility to businesses in how they engage with users.
- Update the utility and authentication rates across several markets as part of continued efforts to ensure we price on-par with alternative channels.
- Refine the definition of utility, based on user engagement and sentiment, thus shift specific use cases to/from the utility category.
Per-message pricing
Per-message pricing will apply to all businesses starting July 1, 2025, at 12am, by WhatsApp Business Account timezone. With per-message pricing, businesses on WhatsApp platform will be charged:
- Per delivered marketing template message
- Per delivered authentication template message
- Per delivered utility template message, if delivered outside of a customer service window
For example, if you send a marketing template and then two utility templates to a WhatsApp user, that will incur 3 charges (1 marketing, 2 utility). If the 2 utility templates are sent while a customer service window is open between you and the user, however, it would only incur a single charge (1 marketing).
More details can refer to: https://developers.facebook.com/docs/whatsapp/pricing/updates-to-pricing
Message Template Categories
Marketing – Enable businesses to achieve a wide range of goals, from generating awareness to driving sales and retargeting customers. Examples can include new product/service/feature announcements; targeted promotions/offers; or cart abandonment reminders.
Utility – Enable businesses to send non-promotional messages that are either specific to and requested by the user or essential or critical to the user. Examples can include order-related updates, payment reminders, or fraud awareness messages.
Authentication – Enable businesses to verify a user’s identity, potentially at various steps of the customer journey.
Conversation Fees Table
The charges will be calculated based on the end-users phone number.
| Region / Country | Marketing | Utility | Authentication | Authentication - International |
|---|---|---|---|---|
| Argentina | 0.07416 | 0.03468 | 0.03468 | n/a |
| Brazil | 0.075 | 0.00816 | 0.00816 | n/a |
| Chile | 0.10668 | 0.024 | 0.024 | n/a |
| Colombia | 0.015 | 0.00024 | 0.00024 | n/a |
| Egypt | 0.12876 | 0.00624 | 0.00624 | 0.078 |
| France | 0.17184 | 0.036 | 0.036 | n/a |
| Germany | 0.1638 | 0.066 | 0.066 | n/a |
| India | 0.01284 | 0.00168 | 0.00168 | 0.0336 |
| Indonesia | 0.04932 | 0.03 | 0.03 | 0.1632 |
| Israel | 0.04236 | 0.00636 | 0.00636 | n/a |
| Italy | 0.08292 | 0.036 | 0.036 | n/a |
| Malaysia | 0.1032 | 0.0168 | 0.0168 | 0.05016 |
| Mexico | 0.05232 | 0.0102 | 0.0102 | n/a |
| Netherlands | 0.19164 | 0.06 | 0.06 | n/a |
| Nigeria | 0.06192 | 0.00804 | 0.00804 | 0.09 |
| Pakistan | 0.05676 | 0.00648 | 0.00648 | 0.09 |
| Peru | 0.08436 | 0.024 | 0.024 | n/a |
| Russia | 0.09624 | 0.048 | 0.048 | n/a |
| Saudi Arabia | 0.0546 | 0.0138 | 0.0138 | 0.07176 |
| South Africa | 0.04548 | 0.00912 | 0.00912 | 0.024 |
| Spain | 0.0738 | 0.024 | 0.024 | n/a |
| Turkey | 0.01308 | 0.00636 | 0.00636 | n/a |
| United Arab Emirates | 0.04608 | 0.01884 | 0.01884 | 0.0612 |
| United Kingdom | 0.06348 | 0.0264 | 0.0264 | n/a |
| North America | 0.03 | 0.0048 | 0.0048 | n/a |
| Rest of Africa | 0.027 | 0.0048 | 0.0048 | n/a |
| Rest of Asia Pacific | 0.08784 | 0.01356 | 0.01356 | n/a |
| Rest of Central & Eastern Europe | 0.1032 | 0.02544 | 0.02544 | n/a |
| Rest of Latin America | 0.0888 | 0.01356 | 0.01356 | n/a |
| Rest of Middle East | 0.04092 | 0.01092 | 0.01092 | n/a |
| Rest of Western Europe | 0.07104 | 0.02052 | 0.02052 | n/a |
| Other | 0.07248 | 0.00924 | 0.00924 | n/a |
List of countries in a region
| Region | List of Countries |
|---|---|
| North America | Canada, United States |
| Rest of Africa | Algeria, Angola, Benin, Botswana, Burkina Faso, Burundi, Cameroon, Chad, Congo, Eritrea, Ethiopia, Gabon, Gambia, Ghana, Guinea-Bissau, Ivory Coast, Kenya, Lesotho, Liberia, Libya, Madagascar, Malawi, Mali, Mauritania, Morocco, Mozambique, Namibia, Niger, Rwanda, Senegal, Sierra Leone, Somalia, South Sudan, Sudan, Swaziland, Tanzania, Togo, Tunisia, Uganda, Zambia |
| Rest of Asia Pacific | Afghanistan, Australia, Bangladesh, Cambodia, China, Hong Kong, Japan, Laos, Mongolia, Nepal, New Zealand, Papua New Guinea, Philippines, Singapore, Sri Lanka, Taiwan, Tajikistan, Thailand, Turkmenistan, Uzbekistan, Vietnam |
| Rest of Central & Eastern Europe | Albania, Armenia, Azerbaijan, Belarus, Bulgaria, Croatia, Czech Republic, Georgia, Greece, Hungary, Latvia, Lithuania, Macedonia, Moldova, Poland, Romania, Serbia, Slovakia, Slovenia, Ukraine |
| Rest of Latin America | Bolivia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Haiti, Honduras, Jamaica, Nicaragua, Panama, Paraguay, Puerto Rico, Uruguay, Venezuela |
| Rest of Middle East | Bahrain, Iraq, Jordan, Kuwait, Lebanon, Oman, Qatar, Yemen |
| Rest of Western Europe | Austria, Belgium, Denmark, Finland, Ireland, Norway, Portugal, Sweden, Switzerland |
| Other | All other countries or regions that are not listed in the above. |
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