Last updated: 2026-03-09

Source: https://support.freshdesk.com/support/solutions/articles/50000011590-whatsapp-pricing-model

WhatsApp Pricing Model

WhatsApp has a message-based pricing policy, charging businesses using the WhatsApp platform and API based on the conversation initiator and categories.

WhatsApp Message Categories

The different message categories are:

1. Template Messages - Marketing: Enable businesses to achieve a wide range of goals, from generating awareness to driving sales and retargeting customers. - Utility templates: Enable businesses to follow up on user actions or requests, since these messages are typically triggered by user actions. - Authentication templates: Enable businesses to verify a user’s identity, potentially at various steps of the customer journey.

For more details, see WhatsApp Template Categories. 2. Non-template messages: These messages can only be sent within an open customer service window. This can include text, image, etc.

WhatsApp Pricing Rates

Effective July 1, 2025, WhatsApp charges on a per-message basis.

Whenever a WhatsApp user sends you a message, a 24-hour timer known as a customer service window begins (or resets if one is already in progress). Using this, you can send WhatsApp messages either within the service window or outside of it.

A few points to note:

To find the specific rates applicable to your location, please check the USD rate cards on the WhatsApp pricing page. For more details, see Pricing on the WhatsApp Business Platform.

``` Note: Freshworks applies a 20% markup to the total WhatsApp cost billed from Meta. ```

For customers billed in currencies other than USD, the following exchange rates will apply when processing the monthly WhatsApp invoices.