WhatsApp Business pricing explained

Cost 1: Meta's message charges

Meta charges for messages sent through the WhatsApp Business Platform. The price depends on the category of the message and on the country of the customer you are messaging. Meta publishes and updates its rate card, so always check current rates.

The message categories

• Marketing: promotions, offers and announcements
• Utility: order updates, bookings, receipts and other transactional messages
• Authentication: one-time passcodes and verification
• Service: replies to a customer who messaged you first

The customer service window

When a customer messages you, a 24-hour window opens in which you can reply freely. Outside that window you can only send an approved template. Replying inside the window is typically the cheapest way to talk to customers, and Meta's rules for what is free inside it can change.

Cost 2: your platform subscription

Your provider charges for the software: the inbox, campaigns, automation and support. WatMark's plans are monthly or annual, with a stated number of users on each plan. Meta's charges are not included in that subscription.

How to estimate your monthly cost

• Count how many marketing, utility and authentication messages you send each month
• Note the countries you message
• Add Meta's rate for each combination, then add your platform subscription

Frequently asked questions

Does WatMark include Meta's message charges?

No. WatMark's subscription is separate from Meta's WhatsApp messaging charges, which are billed according to Meta's pricing for your use case and region.

Where can I estimate my Meta charges?

Use the WatMark pricing calculator to estimate Meta's per-message charges for your volume and countries.