WhatsApp per-message pricing: how billing actually works
WhatsApp bills you per delivered message, priced by category - marketing, utility, or authentication. Since 1 July 2025 Meta moved off the old per-conversation model, so understanding message categories and the 24-hour service window is the key to controlling cost. InfiQ passes Meta's rate through transparently as an official Meta Business Partner.
Cost per delivered message, by category
Relative Meta rate · billed per message since 1 Jul 2025
*Utility inside the 24-hour service window is free under current rules. Shown transparently on Meta's live rate card.
Why it matters
Businesses overpay when they do not understand categories - sending as marketing what actually qualifies as utility, or paying for messages that would be free inside the customer service window. The same messages, categorised and timed correctly, cost meaningfully less.
The pricing model
You are billed per delivered message, by category. Marketing messages (promotions, offers) are the priciest; utility (order updates and alerts tied to a real transaction) and authentication (OTPs) cost less; and utility messages sent inside the 24-hour service window are free under current rules. The 24-hour window is a service window that governs free-form replies and free utility - not a billing unit.
Are you eligible?
A quick cost-control checklist - the more you tick, the less you overpay.
0 of 5 ready — tick the rest to confirm eligibility.
Set it up with InfiQ
Set up cost-efficient messaging with InfiQ.
0 of 5 steps done
Classify each message flow as marketing, utility, or authentication so it bills at the right rate.
Move transactional updates (orders, alerts, reminders) onto utility templates that cost less than marketing.
Reply to customer-initiated chats within 24 hours so eligible utility messages are free.
Enable InfiQ live Meta rate card and Rupee billing view so every message cost is visible.
Check your category mix each month and rebalance to cut avoidable spend.
Where many CPaaS fall short
Providers that obscure how categories are applied — or hide their fees inside an all-in per-message price — quietly cost you more. InfiQ shows Meta's live rate card and prices every category in transparent ₹ (ex-GST), so you can see exactly what each message costs and where you can save.
Frequently asked questions
Is WhatsApp billed per message or per conversation?+
Which category is cheapest?+
How does InfiQ price WhatsApp messages?+
Is GST extra?+
What is the 24-hour window now?+
Still have questions?
Ask on WhatsAppSee your real WhatsApp cost in transparent ₹ — every category, on Meta's live rate card.