Business Platform Pricing
Simple and transparent pricing
Drive your business goals for growth and customer engagement knowing pricing on WhatsApp is consistent with industry-standard pricing for messaging.
We are making updates to pricing on the WhatsApp Business Platform. Learn more.
Effective July 1, 2025 we will introduce per-message pricing and also introduce updated rates and new volume tiers for utility and authentication.
The simplicity you need to connect at scale, create better customer experiences and better engage with your audience.
Businesses using our platform are charged on a per-message basis for each message we deliver to users
- We charge when a message is delivered (not sent).
- We charge based on who the message is sent to and the category of the message.
- There are four message categories on the WhatsApp Business Platform: marketing, utility, authentication, and service.
- Our rates vary by market – category pair, and we publish our rates for transparency.
We provide several ways for businesses to get value
Be there for your customers
with service and utility messages
Helping your customers is always a priority. That’s why we do not charge for service messages, or for utility messages businesses send in response to users.
Get rewarded as you grow
with utility and authentication messages
As businesses send more messages on WhatsApp, they can unlock more attractive pricing via our volume tiers.
Leverage free entry points
across all message categories
When customers send you a message from an Ad that clicks to WhatsApp or Facebook Page call-to-action button, for the following 3 days (72 hours), all of your messages are not charged.
Per-message pricing empowers you to create better customer experiences and better engage with your audience.
Explore each message category to understand how they can be used across your customers’ journey.
Message rates
Select the market, currency and message category to understand what we charge.
Message category
Message rate:
Make the most of every opportunity
Understand more about what and how we charge.
Accelerate your business
Find out more about how WhatsApp Business Platform offers personal customer experiences so you can drive results and build long-term relationships with your customers.