WhatsApp Conversation Fees (Effective from July 1, 2025)
(Effective from 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 â 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 â 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 â Enable businesses to verify a userâs identity, potentially at various steps of the customer journey.
Conversation Fees Table (in USD)
The charges will be calculated based on the end-user phone number.
Argentina
$US
0.07416
0.03468
0.03468
n/a
n/a
Brazil
$US
0.075
0.00816
0.00816
n/a
n/a
Chile
$US
0.10668
0.024
0.024
n/a
n/a
Colombia
$US
0.015
0.00024
0.00024
n/a
n/a
Egypt
$US
0.12876
0.00624
0.00624
0.078
n/a
France
$US
0.17184
0.036
0.036
n/a
n/a
Germany
$US
0.1638
0.066
0.066
n/a
n/a
India
$US
0.01284
0.00168
0.00168
0.0336
n/a
Indonesia
$US
0.04932
0.03
0.03
0.1632
n/a
Israel
$US
0.04236
0.00636
0.00636
n/a
n/a
Italy
$US
0.08292
0.036
0.036
n/a
n/a
Malaysia
$US
0.1032
0.0168
0.0168
0.05016
n/a
Mexico
$US
0.05232
0.0102
0.0102
n/a
n/a
Netherlands
$US
0.19164
0.06
0.06
n/a
n/a
Nigeria
$US
0.06192
0.00804
0.00804
0.09
n/a
Pakistan
$US
0.05676
0.00648
0.00648
0.09
n/a
Peru
$US
0.08436
0.024
0.024
n/a
n/a
Russia
$US
0.09624
0.048
0.048
n/a
n/a
Saudi Arabia
$US
0.0546
0.0138
0.0138
0.07176
n/a
South Africa
$US
0.04548
0.00912
0.00912
0.024
n/a
Spain
$US
0.0738
0.024
0.024
n/a
n/a
Turkey
$US
0.01308
0.00636
0.00636
n/a
n/a
United Arab Emirates
$US
0.04608
0.01884
0.01884
0.0612
n/a
United Kingdom
$US
0.06348
0.0264
0.0264
n/a
n/a
North America
$US
0.03
0.0048
0.0048
n/a
n/a
Rest of Africa
$US
0.027
0.0048
0.0048
n/a
n/a
Rest of Asia Pacific
$US
0.08784
0.01356
0.01356
n/a
n/a
Rest of Central & Eastern Europe
$US
0.1032
0.02544
0.02544
n/a
n/a
Rest of Latin America
$US
0.0888
0.01356
0.01356
n/a
n/a
Rest of Middle East
$US
0.04092
0.01092
0.01092
n/a
n/a
Rest of Western Europe
$US
0.07104
0.02052
0.02052
n/a
n/a
Other
$US
0.07248
0.00924
0.00924
n/a
n/a
List of countries in a region
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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