Conversation Pricing
Learn how Meta's WhatsApp Business Platform pricing works and how the type of message, customer interaction window, and recipient's country determine your messaging costs.
WhatsApp Business Platform uses per-message pricing. Meta charges for eligible messages that are successfully delivered to customers. The applicable price depends on the message category and the country associated with the customer's phone number.
Starting October 1, 2026, Meta is updating how certain messages are charged, including Service messages and Utility templates sent within the 24-hour customer service window.
Message Categories
WhatsApp messages are classified into four categories:
Marketing: Messages related to promotions, offers, announcements, or invitations.
Utility: Messages that assist customers with a specific transaction, request, account, order, booking, or other ongoing interaction.
Authentication: Messages used for verification, such as one-time passwords or login verification codes.
Service: Free-form messages sent in response to a customer's inquiry, such as text replies, images, videos, buttons, or other customer support messages.
Marketing, Utility, and Authentication messages are sent using pre-approved templates when a template is required. Service messages are free-form responses sent within an active customer service window.
Customer Service Window
When a customer sends a message to your business, a 24-hour customer service window opens.
Each new message from the customer resets the 24-hour window.
While the service window is active, you can respond using free-form Service messages without requiring a template. From October 1, 2026, the first 1,000 Service messages per business phone number per calendar month are free. Once the monthly allowance has been used, additional Service messages are charged at the applicable Utility rate.
The 1,000-message allowance:
Applies separately to each business phone number.
Resets at the beginning of each calendar month.
Does not carry over to the next month.
Applies only to Service messages.
Does not apply to Utility templates.
Conversation Duration
The standard customer service window lasts 24 hours from the customer's most recent message.
If the customer sends another message during this period, the 24-hour window is reset.
Once the 24-hour window expires, free-form Service messages can no longer be sent. To contact the customer again, you must use an approved template message.
Utility Templates
From October 1, 2026, Utility templates sent while the 24-hour customer service window is active are charged from the first message.
The 1,000 free Service-message allowance does not cover Utility templates.
Utility templates sent outside the 24-hour service window are also charged according to the applicable Utility rate.
Marketing and Authentication Templates
Marketing and Authentication templates are charged according to their applicable rates.
The 24-hour customer service window does not make Marketing or Authentication templates free.
However, Marketing and Authentication templates sent during an eligible 72-hour free entry-point window are free.
Free Entry Point / 72-Hour Window
When a customer contacts your business through an eligible Click-to-WhatsApp Ad or Facebook/Instagram Page button, a 72-hour free entry-point window can be opened when you respond within the normal 24-hour customer service window.
During this 72-hour window:
Marketing templates are free.
Utility templates are free.
Authentication templates are free.
Service messages are free.
Messages are not charged during the eligible free entry-point period.
The 72-hour window begins when your business sends the required initial response.
If the customer first contacts your business through an eligible entry point but you do not respond within the normal 24-hour service window, the 72-hour free-entry-point window does not become available.
What Is Free and What Is Charged?
Service / Free-form message
First 1,000 per phone number/month free; then Utility rate
Free
Not allowed
Utility template
Charged
Free
Charged
Marketing template
Charged
Free
Charged
Authentication template
Charged
Free
Charged
Meta charges only for messages that are successfully delivered. Failed or undelivered messages are not charged.
How Pricing Is Determined
The applicable WhatsApp rate is determined by your customer's country, based on the country code of their phone number.
Your billing currency determines which currency rate card you use, while the customer's country determines the applicable country or market rate.
For the latest rates, see the WhatsApp Business Pricing table below.
October 1, 2026 Pricing Update
Starting October 1, 2026, two important billing changes apply:
The first 1,000 Service messages per business phone number each calendar month remain free. Service messages beyond the allowance are charged at the applicable Utility rate.
Utility templates sent inside the 24-hour customer service window are charged from the first message.
Marketing and Authentication template pricing remains chargeable, while eligible messages sent during the 72-hour free entry-point window remain free.
For the latest country-specific rates, refer to the updated pricing table below.
Afghanistan
6.78854
0.91102
0.91102
0.91102
Albania
6.92967
1.70456
1.70456
1.70456
Algeria
1.81467
0.3223
0.3223
0.3223
Angola
1.81467
0.3223
0.3223
0.3223
Argentina
4.98223
2.09682
2.09682
2.09682
Armenia
6.92967
1.70456
1.70456
1.70456
Australia
6.78854
0.91102
0.91102
0.91102
Austria
4.77158
1.37676
1.37676
1.37676
Azerbaijan
6.92967
1.70456
1.70456
1.70456
Bahrain
3.16162
0.73315
0.73315
0.73315
Bangladesh
5.90304
0.29832
0.29832
0.29832
Belarus
6.92967
1.70456
1.70456
1.70456
Belgium
4.77158
1.37676
1.37676
1.37676
Benin
1.81467
0.3223
0.3223
0.3223
Bolivia
5.96277
0.91058
0.91058
0.91058
Botswana
1.81467
0.3223
0.3223
0.3223
Brazil
5.03888
0.54824
0.54824
0.54824
Bulgaria
6.92967
1.70456
1.70456
1.70456
Burkina Faso
1.81467
0.3223
0.3223
0.3223
Burundi
1.81467
0.3223
0.3223
0.3223
Cambodia
6.78854
0.91102
0.91102
0.91102
Cameroon
1.81467
0.3223
0.3223
0.3223
Canada
2.01443
0.27401
0.27401
0.27401
Chad
1.81467
0.3223
0.3223
0.3223
Chile
7.16485
1.61194
1.61194
1.61194
China
6.78854
0.91102
0.91102
0.91102
Colombia
1.00771
0.06468
0.06468
0.06468
Costa Rica
5.96277
0.91058
0.91058
0.91058
Croatia
6.92967
1.70456
1.70456
1.70456
Czech Republic
6.92967
1.70456
1.70456
1.70456
Denmark
4.77158
1.37676
1.37676
1.37676
Dominican Republic
5.96277
0.91058
0.91058
0.91058
Ecuador
5.96277
0.91058
0.91058
0.91058
Egypt
5.19101
0.29029
0.29029
0.29029
El Salvador
5.96277
0.91058
0.91058
0.91058
Eritrea
1.81467
0.3223
0.3223
0.3223
Ethiopia
1.81467
0.3223
0.3223
0.3223
Finland
4.77158
1.37676
1.37676
1.37676
France
6.9289
2.41934
2.41934
2.41934
Gabon
1.81467
0.3223
0.3223
0.3223
Gambia
1.81467
0.3223
0.3223
0.3223
Georgia
6.92967
1.70456
1.70456
1.70456
Germany
11.00803
4.43542
4.43542
4.43542
Ghana
1.81467
0.3223
0.3223
0.3223
Greece
6.92967
1.70456
1.70456
1.70456
Guatemala
5.96277
0.91058
0.91058
0.91058
Guinea-Bissau
1.81467
0.3223
0.3223
0.3223
Haiti
5.96277
0.91058
0.91058
0.91058
Honduras
5.96277
0.91058
0.91058
0.91058
Hong Kong
5.90304
2.09616
2.09616
2.09616
Hungary
6.92967
2.81413
2.81413
2.81413
India
0.94941
0.1265
0.1265
0.1265
Indonesia
3.31221
2.01476
2.01476
2.01476
Iraq
2.74923
0.63646
0.63646
0.63646
Ireland
4.77158
1.37676
1.37676
1.37676
Israel
2.84581
0.42735
0.42735
0.42735
Italy
6.40266
2.41714
2.41714
2.41714
Ivory Coast
1.81467
0.3223
0.3223
0.3223
Jamaica
5.96277
0.91058
0.91058
0.91058
Japan
6.78854
0.91102
0.91102
0.91102
Jordan
3.16162
0.73315
0.73315
0.73315
Kenya
1.81467
0.3223
0.3223
0.3223
Kuwait
6.38649
3.54486
3.54486
3.54486
Laos
6.78854
0.91102
0.91102
0.91102
Latvia
6.92967
1.70456
1.70456
1.70456
Lebanon
3.16162
0.73315
0.73315
0.73315
Lesotho
1.81467
0.3223
0.3223
0.3223
Liberia
1.81467
0.3223
0.3223
0.3223
Libya
1.81467
0.3223
0.3223
0.3223
Lithuania
6.92967
1.70456
1.70456
1.70456
Madagascar
1.81467
0.3223
0.3223
0.3223
Malawi
1.81467
0.3223
0.3223
0.3223
Malaysia
6.93407
1.12882
1.12882
1.12882
Mali
1.81467
0.3223
0.3223
0.3223
Mauritania
1.81467
0.3223
0.3223
0.3223
Mexico
3.19704
0.68486
0.68486
0.68486
Moldova
6.92967
1.70456
1.70456
1.70456
Mongolia
6.78854
0.91102
0.91102
0.91102
Morocco
3.33894
1.85328
1.85328
1.85328
Mozambique
1.81467
0.3223
0.3223
0.3223
Namibia
1.81467
0.3223
0.3223
0.3223
Nepal
5.90304
0.27412
0.27412
0.27412
Netherlands
12.87858
4.03216
4.03216
4.03216
New Zealand
6.78854
0.91102
0.91102
0.91102
Nicaragua
5.96277
0.91058
0.91058
0.91058
Niger
1.81467
0.3223
0.3223
0.3223
Nigeria
4.16361
0.54065
0.54065
0.54065
North Macedonia
6.92967
1.70456
1.70456
1.70456
Norway
4.77158
1.37676
1.37676
1.37676
Oman
2.74923
1.99001
1.99001
1.99001
Pakistan
3.81513
1.21
1.21
1.21
Panama
5.96277
0.91058
0.91058
0.91058
Papua New Guinea
6.78854
0.91102
0.91102
0.91102
Paraguay
5.96277
0.91058
0.91058
0.91058
Peru
5.66896
2.41923
2.41923
2.41923
Philippines
6.78854
0.91102
0.91102
0.91102
Poland
2.94294
0.98098
0.98098
0.98098
Portugal
4.77158
1.37676
1.37676
1.37676
Puerto Rico
5.96277
0.91058
0.91058
0.91058
Qatar
2.74923
0.96679
0.96679
0.96679
Republic of the Congo
4.86728
0.62051
0.62051
0.62051
Romania
6.92967
2.33167
2.33167
2.33167
Russia
6.46437
3.22421
3.22421
3.22421
Rwanda
1.81467
0.3223
0.3223
0.3223
Saudi Arabia
4.63254
0.86174
0.86174
0.86174
Senegal
1.81467
0.3223
0.3223
0.3223
Serbia
6.92967
1.70456
1.70456
1.70456
Sierra Leone
1.81467
0.3223
0.3223
0.3223
Singapore
5.90304
1.28997
1.28997
1.28997
Slovakia
6.92967
1.70456
1.70456
1.70456
Slovenia
6.92967
1.70456
1.70456
1.70456
Somalia
1.81467
0.3223
0.3223
0.3223
South Africa
3.06031
0.76714
0.76714
0.76714
South Korea
4.86728
0.62051
0.62051
0.62051
South Sudan
1.81467
0.3223
0.3223
0.3223
Spain
5.69811
1.61128
1.61128
1.61128
Sri Lanka
5.90304
0.16126
0.16126
0.16126
Sudan
1.81467
0.3223
0.3223
0.3223
Suriname
4.86728
0.62051
0.62051
0.62051
Sweden
4.77158
1.37676
1.37676
1.37676
Switzerland
4.77158
1.37676
1.37676
1.37676
Syria
4.86728
0.62051
0.62051
0.62051
Taiwan
6.78854
0.91102
0.91102
0.91102
Tajikistan
6.78854
0.91102
0.91102
0.91102
Tanzania
1.81467
0.3223
0.3223
0.3223
Thailand
6.78854
0.91102
0.91102
0.91102
Togo
1.81467
0.3223
0.3223
0.3223
Trinidad and Tobago
4.86728
0.62051
0.62051
0.62051
Tunisia
1.81467
0.3223
0.3223
0.3223
Turkey
0.87879
0.0726
0.0726
0.0726
Turkmenistan
6.78854
0.91102
0.91102
0.91102
Uganda
1.81467
0.3223
0.3223
0.3223
Ukraine
6.92967
2.39602
2.39602
2.39602
United Arab Emirates
4.63254
1.26599
1.26599
1.26599
United Kingdom
5.11456
1.77342
1.77342
1.77342
United States
2.01443
0.27401
0.27401
0.27401
Uruguay
5.96277
0.91058
0.91058
0.91058
Uzbekistan
6.78854
0.91102
0.91102
0.91102
Venezuela
5.96277
0.91058
0.91058
0.91058
Vietnam
6.78854
0.91102
0.91102
0.91102
Western Sahara
4.86728
0.62051
0.62051
0.62051
Yemen
3.16162
0.73315
0.73315
0.73315
Zambia
1.81467
0.3223
0.3223
0.3223
Zimbabwe
4.86728
0.62051
0.62051
0.62051
Afghanistan
0.0707
0.0095
0.0095
0.0095
Albania
0.0722
0.0178
0.0178
0.0178
Algeria
0.0189
0.0034
0.0034
0.0034
Angola
0.0189
0.0034
0.0034
0.0034
Argentina
0.0519
0.0218
0.0218
0.0218
Armenia
0.0722
0.0178
0.0178
0.0178
Australia
0.0707
0.0095
0.0095
0.0095
Austria
0.0497
0.0143
0.0143
0.0143
Azerbaijan
0.0722
0.0178
0.0178
0.0178
Bahrain
0.0329
0.0076
0.0076
0.0076
Bangladesh
0.0615
0.0031
0.0031
0.0031
Belarus
0.0722
0.0178
0.0178
0.0178
Belgium
0.0497
0.0143
0.0143
0.0143
Benin
0.0189
0.0034
0.0034
0.0034
Bolivia
0.0621
0.0095
0.0095
0.0095
Botswana
0.0189
0.0034
0.0034
0.0034
Brazil
0.0525
0.0057
0.0057
0.0057
Bulgaria
0.0722
0.0178
0.0178
0.0178
Burkina Faso
0.0189
0.0034
0.0034
0.0034
Burundi
0.0189
0.0034
0.0034
0.0034
Cambodia
0.0707
0.0095
0.0095
0.0095
Cameroon
0.0189
0.0034
0.0034
0.0034
Canada
0.021
0.0029
0.0029
0.0029
Chad
0.0189
0.0034
0.0034
0.0034
Chile
0.0747
0.0168
0.0168
0.0168
China
0.0707
0.0095
0.0095
0.0095
Colombia
0.0105
0.0007
0.0007
0.0007
Costa Rica
0.0621
0.0095
0.0095
0.0095
Croatia
0.0722
0.0178
0.0178
0.0178
Czech Republic
0.0722
0.0178
0.0178
0.0178
Denmark
0.0497
0.0143
0.0143
0.0143
Dominican Republic
0.0621
0.0095
0.0095
0.0095
Ecuador
0.0621
0.0095
0.0095
0.0095
Egypt
0.0541
0.003
0.003
0.003
El Salvador
0.0621
0.0095
0.0095
0.0095
Eritrea
0.0189
0.0034
0.0034
0.0034
Ethiopia
0.0189
0.0034
0.0034
0.0034
Finland
0.0497
0.0143
0.0143
0.0143
France
0.0722
0.0252
0.0252
0.0252
Gabon
0.0189
0.0034
0.0034
0.0034
Gambia
0.0189
0.0034
0.0034
0.0034
Georgia
0.0722
0.0178
0.0178
0.0178
Germany
0.1147
0.0462
0.0462
0.0462
Ghana
0.0189
0.0034
0.0034
0.0034
Greece
0.0722
0.0178
0.0178
0.0178
Guatemala
0.0621
0.0095
0.0095
0.0095
Guinea-Bissau
0.0189
0.0034
0.0034
0.0034
Haiti
0.0621
0.0095
0.0095
0.0095
Honduras
0.0621
0.0095
0.0095
0.0095
Hong Kong
0.0615
0.0218
0.0218
0.0218
Hungary
0.0722
0.0293
0.0293
0.0293
India
0.0099
0.0013
0.0013
0.0013
Indonesia
0.0345
0.021
0.021
0.021
Iraq
0.0286
0.0066
0.0066
0.0066
Ireland
0.0497
0.0143
0.0143
0.0143
Israel
0.0297
0.0045
0.0045
0.0045
Italy
0.0667
0.0252
0.0252
0.0252
Ivory Coast
0.0189
0.0034
0.0034
0.0034
Jamaica
0.0621
0.0095
0.0095
0.0095
Japan
0.0707
0.0095
0.0095
0.0095
Jordan
0.0329
0.0076
0.0076
0.0076
Kenya
0.0189
0.0034
0.0034
0.0034
Kuwait
0.0665
0.0369
0.0369
0.0369
Laos
0.0707
0.0095
0.0095
0.0095
Latvia
0.0722
0.0178
0.0178
0.0178
Lebanon
0.0329
0.0076
0.0076
0.0076
Lesotho
0.0189
0.0034
0.0034
0.0034
Liberia
0.0189
0.0034
0.0034
0.0034
Libya
0.0189
0.0034
0.0034
0.0034
Lithuania
0.0722
0.0178
0.0178
0.0178
Madagascar
0.0189
0.0034
0.0034
0.0034
Malawi
0.0189
0.0034
0.0034
0.0034
Malaysia
0.0723
0.0118
0.0118
0.0118
Mali
0.0189
0.0034
0.0034
0.0034
Mauritania
0.0189
0.0034
0.0034
0.0034
Mexico
0.0333
0.0071
0.0071
0.0071
Moldova
0.0722
0.0178
0.0178
0.0178
Mongolia
0.0707
0.0095
0.0095
0.0095
Morocco
0.0348
0.0193
0.0193
0.0193
Mozambique
0.0189
0.0034
0.0034
0.0034
Namibia
0.0189
0.0034
0.0034
0.0034
Nepal
0.0615
0.0029
0.0029
0.0029
Netherlands
0.1342
0.042
0.042
0.042
New Zealand
0.0707
0.0095
0.0095
0.0095
Nicaragua
0.0621
0.0095
0.0095
0.0095
Niger
0.0189
0.0034
0.0034
0.0034
Nigeria
0.0434
0.0056
0.0056
0.0056
North Macedonia
0.0722
0.0178
0.0178
0.0178
Norway
0.0497
0.0143
0.0143
0.0143
Oman
0.0286
0.0207
0.0207
0.0207
Pakistan
0.0398
0.0126
0.0126
0.0126
Panama
0.0621
0.0095
0.0095
0.0095
Papua New Guinea
0.0707
0.0095
0.0095
0.0095
Paraguay
0.0621
0.0095
0.0095
0.0095
Peru
0.0591
0.0252
0.0252
0.0252
Philippines
0.0707
0.0095
0.0095
0.0095
Poland
0.0307
0.0102
0.0102
0.0102
Portugal
0.0497
0.0143
0.0143
0.0143
Puerto Rico
0.0621
0.0095
0.0095
0.0095
Qatar
0.0286
0.0101
0.0101
0.0101
Republic of the Congo
0.0507
0.0065
0.0065
0.0065
Romania
0.0722
0.0243
0.0243
0.0243
Russia
0.0674
0.0336
0.0336
0.0336
Rwanda
0.0189
0.0034
0.0034
0.0034
Saudi Arabia
0.0483
0.009
0.009
0.009
Senegal
0.0189
0.0034
0.0034
0.0034
Serbia
0.0722
0.0178
0.0178
0.0178
Sierra Leone
0.0189
0.0034
0.0034
0.0034
Singapore
0.0615
0.0134
0.0134
0.0134
Slovakia
0.0722
0.0178
0.0178
0.0178
Slovenia
0.0722
0.0178
0.0178
0.0178
Somalia
0.0189
0.0034
0.0034
0.0034
South Africa
0.0319
0.008
0.008
0.008
South Korea
0.0507
0.0065
0.0065
0.0065
South Sudan
0.0189
0.0034
0.0034
0.0034
Spain
0.0594
0.0168
0.0168
0.0168
Sri Lanka
0.0615
0.0017
0.0017
0.0017
Sudan
0.0189
0.0034
0.0034
0.0034
Suriname
0.0507
0.0065
0.0065
0.0065
Sweden
0.0497
0.0143
0.0143
0.0143
Switzerland
0.0497
0.0143
0.0143
0.0143
Syria
0.0507
0.0065
0.0065
0.0065
Taiwan
0.0707
0.0095
0.0095
0.0095
Tajikistan
0.0707
0.0095
0.0095
0.0095
Tanzania
0.0189
0.0034
0.0034
0.0034
Thailand
0.0707
0.0095
0.0095
0.0095
Togo
0.0189
0.0034
0.0034
0.0034
Trinidad and Tobago
0.0507
0.0065
0.0065
0.0065
Tunisia
0.0189
0.0034
0.0034
0.0034
Turkey
0.0092
0.0008
0.0008
0.0008
Turkmenistan
0.0707
0.0095
0.0095
0.0095
Uganda
0.0189
0.0034
0.0034
0.0034
Ukraine
0.0722
0.025
0.025
0.025
United Arab Emirates
0.0483
0.0132
0.0132
0.0132
United Kingdom
0.0533
0.0185
0.0185
0.0185
United States
0.021
0.0029
0.0029
0.0029
Uruguay
0.0621
0.0095
0.0095
0.0095
Uzbekistan
0.0707
0.0095
0.0095
0.0095
Venezuela
0.0621
0.0095
0.0095
0.0095
Vietnam
0.0707
0.0095
0.0095
0.0095
Western Sahara
0.0507
0.0065
0.0065
0.0065
Yemen
0.0329
0.0076
0.0076
0.0076
Zambia
0.0189
0.0034
0.0034
0.0034
Zimbabwe
0.0507
0.0065
0.0065
0.0065
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