WhatsApp API pricing calculator

Meta per-message rates across Europe

All figures in EUR per delivered message. From 1 October 2026 service messages — replies inside the 24-hour customer service window — are billed at the utility rate, after 1,000 free service messages per business phone number each month; before that date they are free.

Countries marked with an asterisk have no rate-card line of their own: Meta prices them under a regional market ("Rest of Western Europe", "Rest of Central & Eastern Europe"), whose rate is shown. Source: Meta's EUR rate card, effective 1 July 2026.

† Service messages are billed at the same rate as utility messages from 1 October 2026, after the first 1,000 per business phone number each month, with no volume tiers. Meta's own rule, in every market.

Rates outside Europe

The rest of Meta's rate card, for campaigns that reach beyond Europe — same currency, same rules.

Frequently asked questions

How does WhatsApp Business API pricing work?

Meta bills per delivered message. The rate depends on two things: the recipient's country and the message category (marketing, utility or authentication). From 1 October 2026 replies inside the 24-hour customer service window are billed too, at the utility rate, after 1,000 free service messages per business phone number each month. Messages sent through a free entry point within 72 hours stay free.

What is the difference between marketing, utility and authentication messages?

Marketing is anything that promotes, offers or invites, and it is the most expensive category. Utility is a message about a transaction the customer already made — an order update, an appointment reminder, a receipt — and costs considerably less. Authentication is a one-time passcode and nothing else. Meta re-categorises templates it disagrees with, so submitting a promotion as utility does not save money.

Are replies to customers free?

Partly. Once a customer messages you, you can reply with free-form messages for 24 hours without a template. Until 30 September 2026 those replies are free; from 1 October 2026 Meta bills them at the utility rate for the recipient's country, after the first 1,000 service messages per business phone number each month. After the window closes only an approved template can reopen the conversation, and that template is billed at its category rate.

Do these rates include a provider markup?

No. These are Meta's own rates. What a provider charges on top varies: some add a per-message markup, some charge a flat subscription and pass Meta's fees through unchanged.

How often do WhatsApp rates change?

Meta revises its rate card several times a year and publishes the change in advance. The July 2026 revision, for example, moved Romania, Poland and Hungary off the regional rate card onto their own market rates; the October 2026 revision made service messages and utility templates inside the 24-hour window billable.