Understanding WhatsApp Pricing, Billing, and Rebilling
Introduction to WhatsApp Billing
The CRM platform uses a per-message pricing model for WhatsApp, charging businesses for each delivered message rather than a flat fee per conversation. This provides greater transparency and control over messaging costs.
Message Categories and Pricing
Messages are categorized into Marketing, Utility, Authentication, and Service types, each with its own pricing. Service conversations are free in all markets.
Marketing Messages
These are promotional messages sent outside of a 24-hour service window. Rates vary by country and are charged per message.
Utility Messages
These are non-promotional messages, such as alerts or updates, sent outside of a 24-hour service window. They are also charged per message, but at a different rate than Marketing messages.
Service Conversations
All service conversations are free. This includes utility messages sent within a 24-hour customer service window after a user-initiated conversation.
Pricing Updates Effective July 2026
Starting with July 2026 billing, per-message pricing for WhatsApp template messages will be updated to reflect changes from Meta. Most markets will see no change, but some will have adjusted rates.
Rate Changes
- Italy Marketing: Increase from $0.0726 to $0.0835
- Saudi Arabia Marketing: Increase from $0.0478 to $0.0526
- Spain Marketing: Increase from $0.0646 to $0.0742
- United Kingdom Marketing: Increase from $0.0555 to $0.0667
- Pakistan Utility: Increase from $0.0057 to $0.0105
- Turkey Utility: Decrease from $0.0056 to $0.0009
New Named Markets
Six markets now have dedicated rates instead of being billed under a regional rate:
- Hong Kong
- Singapore
- Hungary
- Poland
- Romania
- Qatar
For example, Poland Marketing drops significantly compared to the previous regional rate.
WhatsApp Messaging Rates by Market
Rates vary by country and message type. Below is a sample of rates effective from April 2026, with updates from July 2026 applied where noted.
- Argentina: Marketing $0.0649, Utility $0.0273
- Brazil: Marketing $0.0656, Utility $0.0071
- Germany: Marketing $0.1433, Utility $0.0578
- India: Marketing $0.0124, Utility $0.0015
- United States (North America): Marketing $0.0263, Utility $0.0036
Service conversations are free in all markets.
Rebilling for Agencies
Agencies can rebill WhatsApp messages to their clients transparently. The per-message model simplifies invoicing by mapping charges directly to client campaigns, enabling clear cost breakdowns.
Key Benefits
- Transparent Billing: Each message is categorized, so you know exactly what you're paying for.
- Cost Control: Free utility messages within the 24-hour service window reduce support costs.
- Free Entry Points: Service conversations and Click-to-WhatsApp ad-initiated chats are free.
- Free Calling: User-initiated WhatsApp calling is free globally.
Frequently Asked Questions
Are service conversations free?
Yes, all service conversations are free in every market.
How are utility messages charged?
Utility messages are charged per message when sent outside the 24-hour service window. Inside the window, they are free.
When do the new rates take effect?
The updated rates take effect with your July 2026 billing.