WhatsApp Business API pricing in India is per-message — not per-conversation. Since July 1, 2025, Meta charges businesses for each delivered template message, with four message categories each priced differently. This guide breaks down every cost you will encounter: Meta's per-message rates, MetaReach platform charges, and total cost-per-campaign for Indian businesses in 2026.
Pricing Model
Since July 1, 2025, Meta charges businesses per delivered message — replacing the older 24-hour conversation-window model that used to bundle unlimited messages into one charge. If your WhatsApp API provider or agency still quotes you "conversation rates" or "free conversations per month," that pricing is out of date.
Each Marketing, Utility, or Authentication template message is billed individually when Meta confirms delivery. There is one important exception: Utility and Authentication messages sent within the 24-hour customer service window — the period that opens after a customer messages you first — are currently free. Marketing messages are billed per message regardless of the window.
Meta classifies messages into four categories, each billed differently. Your WhatsApp API cost depends almost entirely on which message categories you send and how many messages you send per month.
Business-initiated promotions, re-engagement campaigns, product updates, and offers. Billed per message, always — the customer service window exemption does not apply. Highest-priced category.
₹0.86–₹0.90/msg
Order updates, OTPs, delivery alerts, payment confirmations. Free inside the 24-hour customer service window; billed per message outside it.
₹0.11–₹0.12/msg
Login OTPs, account verification codes, two-factor authentication. Same free-in-window rule as Utility.
₹0.11–₹0.12/msg
Customer-initiated, non-template support replies sent within the 24-hour window. Free under current Meta policy — see the policy note below.
Free (in-window)
Understanding which category your messages fall into before you launch a campaign is essential for accurate budgeting. MetaReach's team helps you categorise your use cases correctly — avoiding unexpected overruns.
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2026 Rate Card
The table below shows Meta's published per-message rates for Indian businesses as of 2026, excluding 18% GST. MetaReach passes through Meta's rates transparently and adds no hidden markup on top of the per-message fee.
| Message Category | Billed When | Common Use Cases | Rate (INR, excl. GST) | Notes |
|---|---|---|---|---|
| Marketing | Every delivered message | Promotions, offers, re-engagement, product updates, sale alerts | ₹0.86 – ₹0.90 | Highest rate; requires approved template; no free-window exemption |
| Utility | Outside customer service window | Order confirmations, shipping alerts, payment receipts, OTPs | ₹0.11 – ₹0.12 | Free when sent within 24 hrs of the customer's last message |
| Authentication | Outside customer service window | Login OTPs, 2FA codes, account verification | ₹0.11 – ₹0.12 | Dedicated auth template required; free in-window like Utility |
| Service FREE | Never (currently) | Support queries, order status, product questions | ₹0.00 | 24-hr window opens when customer messages first — see policy note above |
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MetaReach Plans
MetaReach operates on a zero setup fee, zero monthly subscription model. You pay only for the messages you actually send — nothing more. There are no hidden charges, no platform rental fees, and no minimum commitment for getting started.
| Monthly Message Volume | Rate per Message | Setup Fee | Monthly Platform Fee |
|---|---|---|---|
| 0 – 10,000 messages | Meta rate (pass-through) | ₹0 | ₹0 |
| 10,000 – 1,00,000 messages | Meta rate + small volume tier | ₹0 | ₹0 |
| 1,00,000+ messages | Custom discounted rate — contact us | ₹0 | ₹0 |
For high-volume businesses (1,00,000+ messages/month), contact MetaReach for a custom enterprise quote with dedicated account management included.
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Cost Comparison
Per-unit cost is only one part of the equation. What matters for Indian businesses is cost per acquisition — how much you actually spend to generate one conversion, sale, or lead. Here's how the three main channels compare:
| Feature | WhatsApp API | Bulk SMS | Email Marketing |
|---|---|---|---|
| Price per Unit | ₹0.11–₹0.90 per message (billed individually) | ₹0.12 per message (flat) | ₹0.001–₹0.01 per email |
| Open Rate | 98% | 45% | 18–22% |
| Click-Through Rate | 45–60% | 5–8% | 2–4% |
| Rich Media (Images, Video, Buttons) | ✔ Full support | ✘ Text only | ✔ HTML supported |
| Two-Way Conversation | ✔ Real-time | ✘ One-way | Limited |
| Delivery Speed | Instant | Instant | Minutes to hours |
| Verified Sender Badge | ✔ Green tick | ✘ No | Partial (SPF/DKIM) |
| Best For | Engagement, sales, support, OTP | Mass alerts, OTP, reminders | Newsletters, drip campaigns |
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Cost Transparency
Many WhatsApp API providers advertise a low per-message rate but stack on additional charges during onboarding or billing. Here's a full breakdown of every potential cost — and what MetaReach charges for each:
Some providers charge ₹500–₹2,000 per template submission to Meta.
₹0 at MetaReach
WhatsApp has its own business verification (via Meta Business Manager). No DLT fees equivalent.
₹0 — Free
Some providers charge monthly for the WhatsApp number you use.
₹0 at MetaReach
Developer cost to connect WhatsApp API to your CRM, website or app.
Free integration support
Marketing messages (promotional) carry the highest rate and are billed every time — there is no free-window exemption. Plan campaign budgets carefully before launching re-engagement blasts to cold lists.
₹0.86–₹0.90/msg
Without real-time spend tracking, campaigns can exceed budget. MetaReach's dashboard shows live message spend by category — no surprises at month-end.
Monitor in real-time
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