Europe · Meta market: Italy
Italy's privacy regulator said it plainly in 2013: promotional offers on WhatsApp need the user's consent. This page starts there, then turns to templates in Italian and the price of each message.
For Indian businesses with customers in Italy, and Italian firms looking at InfiQ: how the Garante applies its prior-consent rule to WhatsApp, why the opposition register does not settle the question, how Italian templates work, and what each message to an Italian number costs from India.
See it work
In Italy the consent comes before the chat, not inside it. Play an order through from a Jaipur textile brand to a customer in Milan and watch where each permission comes from.
Under the Garante's 2013 guidelines on promotional messages, offers sent through apps such as WhatsApp need the recipient's prior consent, and that consent has to be specific, free, informed and documented. The same guidelines say a first promotional message cannot be used to ask for it, so an opening WhatsApp message that asks "may we send you offers?" does not solve the problem.
The pattern that works is the one above: a separate, unticked box for WhatsApp offers in your checkout or booking form, the order messages the customer asked for, and promotions only for the people who ticked the box. InfiQ's consent records keep the source and time of each opt-in, and a STOP reply is enforced at platform level.
Today
Message 8 of 8
Jaipur home textiles (example)TextRead (two blue ticks)
One confirmation, then silence on promotions.
Free-form text. A business can send it only within 24 hours of the customer’s last message.
Message 8 of 8: Jaipur home textiles (example), Text, Read (two blue ticks). One confirmation, then silence on promotions.
Compliance
The Garante named WhatsApp in its guidance on promotional messages in 2013, and that guidance is still the one it publishes. Six points decide how an Italian opt-in list should be built.
Article 130 of Italy's privacy code (Legislative Decree 196/2003, amended in 2018 to align with the GDPR) requires prior consent for marketing by automated calls, email, fax, SMS and MMS. The Garante's 2013 guidelines apply the same rule to messaging apps such as WhatsApp.[3],[5]
Regulator: Garante per la protezione dei dati personali
Point 1
The 2013 guidelines extend the opt-in requirement to messaging apps such as WhatsApp, Viber and Skype, and to private messages on social networks. The Garante's press release at the time summed it up: offers to users of messaging services only with their consent.[5],[4]
Point 2
A first promotional message may not be used to request consent or to explain how to opt out. Consent must be specific, free, informed and documented in writing, which means collecting it in your own forms, checkout or shop and keeping the record.[5]
Point 3
Article 130(4) lets a seller email its own customers about products similar to those they bought, if the customer was told and does not object. The Garante limits that exception to email, so it does not open WhatsApp promotions to existing customers.[3],[5]
Point 4
Contact details that can be found online are not usable for automated promotions just because they are visible. A number on a website, a marketplace listing or a social profile is not an opt-in.[5]
Point 5
The Registro pubblico delle opposizioni covers telephone marketing to fixed and mobile numbers and paper mail to addresses in public directories; its official pages do not mention SMS, email or messaging apps. Registering cancels earlier telemarketing consents for calls. WhatsApp promotions are governed by the consent rule in article 130.[6],[7]
Point 6
Separately from Italian law, WhatsApp's Business Messaging Policy lets a business message people only after they have shared their number or username and opted in to hear from it.[8]
Slow growth, a wide export surplus and more foreign guests: the Italian figures that matter to a business messaging Italian customers, buyers or partners.
Istat put Italy's 2025 GDP at €2,265.0 billion at current prices, with real growth of 0.6%, in its revision of 22 September 2026.[9]
The IMF's 2026 Article IV consultation (July 2026) projects real growth of 0.5% in both 2026 and 2027, and records unemployment falling from 7.7% in 2023 to 6.1% in 2025.[10]
Exports rose 3.3% in value in 2025, and the trade surplus widened to about €50.7 billion from €48.3 billion in 2024.[11]
Tourist nights rose 2.3% in 2025, driven by foreign guests (up 4.3%), even as arrivals slipped 0.9% on provisional data.[12]
Rome is the capital; its region, Lazio, had GDP per capita of about €43,200 in 2024, the highest in central Italy, while Lombardy, around Milan, reached about €50,400 (preliminary Istat estimates).[13]
Among Italians aged 14 to 29, 88.6% use WhatsApp, according to Censis's 21st Communication Report, published in April 2026.[2]
The competition authority, AGCM, enforces the rules against misleading advertising and unfair commercial practices, with fines of up to €10 million; since 2012 those rules also protect microenterprises.[14]
Istat's 2025 trade and tourism data point to the sectors where a message to a buyer, a guest or a distributor does real work.
Exports of pharmaceutical, chemical-medicinal and botanical products rose 28.5% in 2025, the main driver of Italy's export growth.[11]
Exports of food, beverages and tobacco grew 4.3% in 2025.[11]
Foreign guests accounted for 56.5% of tourist nights in the last quarter of 2025, and non-hotel accommodation grew fastest over the year.[12]
Exports of transport equipment other than motor vehicles rose 11.6% in 2025.[11]
Exports of basic metals and metal products, excluding machinery and plant, rose 9.8% in 2025.[11]
Borsa Italiana in Milan, part of Euronext since April 2021, hosts more than 375 listed companies.[15]
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Atlas
Italy keeps Central European Time: three and a half hours behind India in summer, four and a half after the clocks go back on 25 October 2026.
For an Indian team the overlap is comfortable. A template scheduled for 10:00 in Rome leaves at 13:30 IST in summer and 14:30 in winter, inside the Indian working afternoon. Replies written during the Italian evening arrive in the Indian night, so decide in advance who answers them, and when.
Rome is the capital and Milan is home to the stock exchange. Turn the globe to see Italy beside the other European markets on this site, each priced from India in rupees.
Prices in ₹ and EUR
Italy has its own line on Meta's rate card. On InfiQ a marketing message to an Italian number costs ₹6.98, against ₹0.94 for one to an Indian number; plans start at ₹999 a month.
Snapshot rates · as of 20 Oct 2026, 00:02 UTC
Lite
₹999 / month≈ €9.38 EUR
₹833 / month, billed yearly≈ €7.83 EUR
Everything a growing business needs to run WhatsApp properly.
Growth
₹2,999 / month≈ €28.17 EUR
₹2,499 / month, billed yearly≈ €23.48 EUR
Lite, plus the API, automation and team scale serious senders need.
Enterprise
Custom volume pricing, custom SLA and dedicated infrastructure.
Per message to Italy · Italy
| Category | ₹ INR | EUR |
|---|---|---|
| Marketing | ₹6.9847 | €0.0656 |
| Utility | ₹2.6369 | €0.0248 |
| Authentication | ₹2.6369 | €0.0248 |
| Service | ₹2.6369 | €0.0248 |
| Market | Marketing | Utility | Authentication | Service |
|---|---|---|---|---|
| Argentina | €0.0511₹5.4352 | €0.0215₹2.2874 | €0.0215₹2.2874 | €0.0215₹2.2874 |
| Bangladesh | €0.0605₹6.4397 | €0.0031₹0.3254 | €0.0031₹0.3254 | €0.0031₹0.3254 |
| Brazil | €0.0516₹5.4970 | €0.0056₹0.5981 | €0.0056₹0.5981 | €0.0056₹0.5981 |
| Chile | €0.0734₹7.8162 | €0.0165₹1.7585 | €0.0165₹1.7585 | €0.0165₹1.7585 |
| Colombia | €0.0103₹1.0993 | €0.0007₹0.0706 | €0.0007₹0.0706 | €0.0007₹0.0706 |
| Egypt | €0.0532₹5.6629 | €0.0030₹0.3167 | €0.0030₹0.3167 | €0.0030₹0.3167 |
| France | €0.0710₹7.5588 | €0.0248₹2.6393 | €0.0248₹2.6393 | €0.0248₹2.6393 |
| Germany | €0.113₹12.0088 | €0.0455₹4.8386 | €0.0455₹4.8386 | €0.0455₹4.8386 |
| Hong Kong | €0.0605₹6.4397 | €0.0215₹2.2867 | €0.0215₹2.2867 | €0.0215₹2.2867 |
| Hungary | €0.0710₹7.5596 | €0.0288₹3.0700 | €0.0288₹3.0700 | €0.0288₹3.0700 |
| India | €0.0089₹0.9435 | €0.0018₹0.1941 | €0.0013₹0.1402 | €0.0014₹0.1450 |
| Indonesia | €0.0339₹3.6133 | €0.0206₹2.1979 | €0.0206₹2.1979 | €0.0206₹2.1979 |
| Iraq | €0.0282₹2.9992 | €0.0065₹0.6943 | €0.0065₹0.6943 | €0.0065₹0.6943 |
| Israel | €0.0292₹3.1045 | €0.0044₹0.4662 | €0.0044₹0.4662 | €0.0044₹0.4662 |
| Italy | €0.0656₹6.9847 | €0.0248₹2.6369 | €0.0248₹2.6369 | €0.0248₹2.6369 |
| Kazakhstan | €0.0499₹5.3098 | €0.0149₹1.5824 | €0.0149₹1.5824 | €0.0149₹1.5824 |
| Kuwait | €0.0654₹6.9671 | €0.0363₹3.8671 | €0.0363₹3.8671 | €0.0363₹3.8671 |
| Malaysia | €0.0711₹7.5644 | €0.0116₹1.2314 | €0.0116₹1.2314 | €0.0116₹1.2314 |
| Mexico | €0.0328₹3.4877 | €0.0070₹0.7471 | €0.0070₹0.7471 | €0.0070₹0.7471 |
| Morocco | €0.0342₹3.6425 | €0.0190₹2.0218 | €0.0190₹2.0218 | €0.0190₹2.0218 |
| Netherlands | €0.132₹14.0494 | €0.0413₹4.3987 | €0.0413₹4.3987 | €0.0413₹4.3987 |
| Nepal | €0.0605₹6.4397 | €0.0028₹0.2990 | €0.0028₹0.2990 | €0.0028₹0.2990 |
| Nigeria | €0.0427₹4.5421 | €0.0055₹0.5898 | €0.0055₹0.5898 | €0.0055₹0.5898 |
| Oman | €0.0282₹2.9992 | €0.0204₹2.1709 | €0.0204₹2.1709 | €0.0204₹2.1709 |
| Pakistan | €0.0391₹4.1620 | €0.0124₹1.3200 | €0.0124₹1.3200 | €0.0124₹1.3200 |
| Peru | €0.0581₹6.1843 | €0.0248₹2.6392 | €0.0248₹2.6392 | €0.0248₹2.6392 |
| Poland | €0.0302₹3.2105 | €0.0101₹1.0702 | €0.0101₹1.0702 | €0.0101₹1.0702 |
| Qatar | €0.0282₹2.9992 | €0.0099₹1.0547 | €0.0099₹1.0547 | €0.0099₹1.0547 |
| Romania | €0.0710₹7.5596 | €0.0239₹2.5436 | €0.0239₹2.5436 | €0.0239₹2.5436 |
| Russia | €0.0662₹7.0520 | €0.0330₹3.5173 | €0.0330₹3.5173 | €0.0330₹3.5173 |
| Saudi Arabia | €0.0475₹5.0537 | €0.0088₹0.9401 | €0.0088₹0.9401 | €0.0088₹0.9401 |
| Singapore | €0.0605₹6.4397 | €0.0132₹1.4072 | €0.0132₹1.4072 | €0.0132₹1.4072 |
| South Africa | €0.0314₹3.3385 | €0.0079₹0.8369 | €0.0079₹0.8369 | €0.0079₹0.8369 |
| Spain | €0.0584₹6.2161 | €0.0165₹1.7578 | €0.0165₹1.7578 | €0.0165₹1.7578 |
| Sri Lanka | €0.0605₹6.4397 | €0.0017₹0.1759 | €0.0017₹0.1759 | €0.0017₹0.1759 |
| Turkey | €0.0090₹0.9587 | €0.0007₹0.0792 | €0.0007₹0.0792 | €0.0007₹0.0792 |
| Ukraine | €0.0710₹7.5596 | €0.0246₹2.6138 | €0.0246₹2.6138 | €0.0246₹2.6138 |
| United Arab Emirates | €0.0475₹5.0537 | €0.0130₹1.3811 | €0.0130₹1.3811 | €0.0130₹1.3811 |
| United Kingdom | €0.0524₹5.5795 | €0.0182₹1.9346 | €0.0182₹1.9346 | €0.0182₹1.9346 |
| North America | €0.0206₹2.1976 | €0.0028₹0.2989 | €0.0028₹0.2989 | €0.0028₹0.2989 |
| Rest of Africa | €0.0186₹1.9796 | €0.0033₹0.3516 | €0.0033₹0.3516 | €0.0033₹0.3516 |
| Rest of Asia Pacific | €0.0696₹7.4057 | €0.0093₹0.9938 | €0.0093₹0.9938 | €0.0093₹0.9938 |
| Rest of Central & Eastern Europe | €0.0710₹7.5596 | €0.0175₹1.8595 | €0.0175₹1.8595 | €0.0175₹1.8595 |
| Rest of Latin America | €0.0611₹6.5048 | €0.0093₹0.9934 | €0.0093₹0.9934 | €0.0093₹0.9934 |
| Rest of Middle East | €0.0324₹3.4490 | €0.0075₹0.7998 | €0.0075₹0.7998 | €0.0075₹0.7998 |
| Rest of Western Europe | €0.0489₹5.2054 | €0.0141₹1.5019 | €0.0141₹1.5019 | €0.0141₹1.5019 |
| Other | €0.0499₹5.3098 | €0.0064₹0.6769 | €0.0064₹0.6769 | €0.0064₹0.6769 |
Plan prices are monthly, in rupees, excluding GST; yearly billing is two months free. Messages are charged per delivered message on top of the plan, at the rate for the recipient’s country. Full details: InfiQ pricing. Marketing is the costly category in Italy, so the cheapest Italian programme is a consented list kept short and current, with order and delivery news sent as utility messages. Euro figures are indicative conversions; invoices are in rupees.
Rates for every Meta market, plus plans and add-ons, are on one page.
See all plans and ratesOn InfiQ
Consent and templates first, then the people who answer.
Each contact's opt-in source and time are recorded, STOP replies are enforced at platform level (even against later imports), and the audit trail exports.
The record the Garante's guidance asks for: where and when each contact opted in, and an opt-out that holds.
Draft, submit and track WhatsApp message templates for Meta's approval, starting from a library of 1,000+ ready templates in 27 categories.
Italian versions of your order, delivery and appointment templates, submitted to Meta and tracked; each language version is approved separately.
One WhatsApp number answered by a team: 10 users on Lite and 25 on Growth, agent and manager roles, transfers, private notes, labels and canned replies.
Italian customers write back during the Indian afternoon and evening; a shared inbox lets a team split those replies with transfers and notes.
Send approved template campaigns to up to 2,00,000 contacts per broadcast, with segments, scheduling and delivery analytics.
Offers go only to the segment that ticked the WhatsApp box, scheduled for Italian working hours.
InfiQ publishes its per-message rate for every Meta market in rupees, ex-GST, so the cost of messaging customers abroad is known before you send.
The Italy rate is published in rupees before you send, so a campaign's cost is known up front.
InfiQ guides Meta business verification, number registration and display-name approval; with verification done, a number is typically live in about two hours.
Meta business verification sets the pace; once it is complete, a number is typically live in about two hours.
Two ways in
Most readers of this page are in India and sell into Italy. If your business is based in Italy, the route is different, and it starts with a conversation.
Start the 7-day Lite trial
A 7-day Lite trial, no card needed. Plans are billed in rupees with GST for Indian businesses: Lite at ₹999 a month, Growth at ₹2,999.
Clear Meta business verification
Verification is Meta's step and sets the pace. Your number goes live in about two hours once Meta business verification is complete.
Add an Italian opt-in to your forms
Before the first promotion: an unticked box for WhatsApp offers at checkout or booking, its wording saved, and order updates offered as a separate choice.
Write your templates in Italian
Submit Italian versions of your order, delivery and booking templates. Meta reviews each language version on its own.
Talk to sales
InfiQ serves India-based businesses. If your company is based in Italy, availability outside India goes through sales, so start there rather than with a sign-up.
Know how InfiQ is set up
InfiQ bills in Indian rupees, processes customer data in India and supports customers in English and Hindi on India time.
Bring your privacy questions
InfiQ's data processing agreement and subprocessor list are public. Read them with your privacy lead before the call.
Facts on this page were checked against these sources on the dates shown. InfiQ's rates come from its published rate card. Page updated 2026-10-20.
A 7-day Lite trial, no card needed. Based in Italy? Talk to sales about whether InfiQ can serve you.
Route
IN → IT
Official WhatsApp Business Platform
