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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.

You pay per delivered message, by category. Marketing costs most; utility and authentication cost less; and since 1 October 2026 utility messages sent inside the customer's 24-hour service window are charged too, as are free-form service replies (₹0.145 each in India). InfiQ adds transparent Rupee pricing on Meta's live rate card - ex-GST.
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See how category and timing change what you pay

Cost per delivered message, by category

Relative Meta rate · billed per message since 1 Jul 2025

Marketinghighest
Utilitylower
Authenticationlower
Service (in-window)lower*

*Service replies need no template; since 1 October 2026 they are charged per message, as is utility inside the 24-hour service window. 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 a template where a free-form service reply inside the customer service window would do. 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. Since 1 October 2026 Meta also charges for utility messages sent inside the 24-hour service window and for free-form service replies (₹0.145 per service message in India); both were free until 30 September 2026. The 24-hour window governs free-form replies - it is 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

  1. Classify each message flow as marketing, utility, or authentication so it bills at the right rate.

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?+
Per message. Meta moved off per-conversation billing on 1 July 2025 - you now pay per delivered message, by category.
Which category is cheapest?+
Utility and authentication cost less than marketing. Since 1 October 2026 utility messages sent inside the 24-hour service window are charged too (they were free until 30 September 2026).
How does InfiQ price WhatsApp messages?+
InfiQ prices in transparent ₹ against Meta's live rate card (ex-GST), so every message's cost and category is visible — no obscured category charges or fees hidden inside an all-in rate.
Is GST extra?+
Yes - all prices are ex-GST.
What is the 24-hour window now?+
It is a service window for free-form replies, which need no template. Since 1 October 2026 those replies, and utility messages sent inside the window, are charged per message (they were free until 30 September 2026). It is not a billing unit.

Still have questions?

See your real WhatsApp cost in transparent ₹ — every category, on Meta's live rate card.

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