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API provider or agency still quotes you "conversation rates" or "free conversations per month," that pricing is out of date.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. From 1 October 2026, Utility messages are billed even inside the 24-hour customer service window, and service (non-template) replies are free only for the first 1,000 per business number each month. The main exception left is the free entry point window opened by a click to WhatsApp ad, in which Meta charges for no category.
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, delivery alerts, payment confirmations. Billed per message, including inside the 24-hour customer service window from 1 October 2026.
₹0.11–₹0.12/msg
Login OTPs, account verification codes, two-factor authentication. Billed per message whether or not a customer service window is open.
₹0.11–₹0.12/msg
Non-template support replies sent within the 24-hour window after a customer messages you. The first 1,000 per business number each month are free; after that they are billed.
1,000 free/month, then ₹0.11–₹0.12
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.
2026 Rate Card
The table below shows Meta's published per-message rates for Indian businesses as of 2026, excluding 18% GST. Your written quote from MetaReach confirms the exact per-message rate billed for each category.
| 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 | Every delivered message | Order confirmations, shipping alerts, payment receipts | ₹0.11 – ₹0.12 | Billed inside the 24-hour window too, from 1 October 2026 |
| Authentication | Every delivered message | Login OTPs, 2FA codes, account verification | ₹0.11 – ₹0.12 | Dedicated authentication template required |
| Service 1,000 FREE | After the first 1,000 per number each month | Support queries, order status, product questions | ₹0 for 1,000, then ₹0.11 – ₹0.12 | Free tier resets monthly and does not roll over |
MetaReach Plans
MetaReach's WhatsApp Business API plan costs ₹7,999 for 3 months, plus GST. Meta's per-message charges are billed on top of the plan, by message category, and your written quote confirms each rate. See what's included in onboarding on our WhatsApp Business API provider page.
| Cost | Amount | How it is billed | Notes |
|---|---|---|---|
| MetaReach API plan | ₹7,999 | Per 3 months | Number setup, API access, integration support, delivery reports |
| Message charges | By category, see rate card above | Per delivered message | Confirmed in your written quote |
| High volume (1,00,000+ messages a month) | Custom quote | Agreed in writing | Contact our team |
For high-volume businesses (1,00,000+ messages/month), contact MetaReach for a custom enterprise quote with dedicated account management included.
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–₹0.40 per SMS + GST (volume slabs) | ₹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 |
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
Quick Answer
A WhatsApp Business API message costs ₹0.86–₹0.90 for marketing, and ₹0.11–₹0.12 for utility and authentication, excluding GST. Service replies are free for the first 1,000 per business number each month, then ₹0.11–₹0.12 each. You also pay your provider's plan: MetaReach's WhatsApp Business API plan is ₹7,999 for 3 months, plus GST.
Two parts: the provider's platform plan, and Meta's per-message charges by category. With MetaReach, the plan is ₹7,999 for 3 months plus GST, and each delivered template message is billed at its category rate on top.
| Monthly messages | Meta charges (excl. GST) | MetaReach plan per month | Approx. total per month |
|---|---|---|---|
| 2,000 utility + 500 marketing | 2,000 × ₹0.12 + 500 × ₹0.88 = ₹680 | ₹2,666 | ₹3,346 |
| 5,000 marketing + 2,000 utility | ₹4,400 + ₹240 = ₹4,640 | ₹2,666 | ₹7,306 |
| 20,000 marketing | 20,000 × ₹0.88 = ₹17,600 | ₹2,666 | ₹20,266 |
Illustrative figures using mid-range rates; your quote confirms the exact rates. Sending in bulk? See how to send bulk WhatsApp messages.
The WhatsApp marketing price has two parts. MetaReach's WhatsApp Business API plan is ₹7,999 for 3 months, plus GST. Each marketing message is then billed at Meta's marketing rate, about ₹0.86–₹0.90 per message in India, excluding GST.
Example: a campaign of 10,000 marketing messages costs about ₹8,800 in Meta charges at ₹0.88 per message, plus the plan. Messages sent inside a free entry point window from a click to WhatsApp ad are not charged by Meta.
Meta charges about ₹0.86–₹0.90 per marketing message in India, excluding GST. With MetaReach you also pay the WhatsApp Business API plan of ₹7,999 for 3 months, plus GST.
FAQs
Everything Indian businesses ask before choosing a WhatsApp API provider — answered with exact numbers.
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