Pricing
How much does the WhatsApp Business API cost in 2026?
Meta charges for every delivered template message, based on its category (marketing, utility or authentication) and the country code of the number receiving it. Replying within the customer service window is free.
Written by ConexiaChat Team Published:
Since July 1, 2025, Meta no longer charges per conversation; it charges per message. That changed how you work out what WhatsApp costs a store. This guide sums up what Meta's official documentation says and what platforms add on top.
How does Meta charge for WhatsApp messages?
Only delivered template messages are charged. The price depends on the template category and on the country calling code of the customer's number, not on where your business is based.
| Message type | Charged? | Example |
|---|---|---|
| Marketing template | Yes, the most expensive category | Campaign, abandoned cart, winback |
| Utility template | Yes, much cheaper; free if sent within an open customer service window | Payment reminder, shipping update |
| Authentication template | Yes | Verification code |
| Free-form message (not a template) | Free, only within the customer service window | Answering a customer's question |
The customer service window opens when the customer messages you and lasts 24 hours. Within it you can reply with free-form messages at no cost from Meta.
One more thing if many of your customers are in the US: Meta has paused marketing messages to US (+1) numbers, so marketing rates only matter for customers outside the US.
What does a single message cost?
As a rough reference: a marketing message to a Mexican number is about 0.56 MXN and a utility message about 0.16 MXN (Meta's MXN rate card effective July 2026); to a Brazilian number, about $0.0625 for marketing and $0.0068 for utility.
| Customer's country | Marketing | Utility |
|---|---|---|
| Mexico (MXN rate card, July 2026) | ≈ 0.56 MXN | ≈ 0.16 MXN |
| Brazil (USD rate card) | ≈ $0.0625 | ≈ $0.0068 |
These figures are approximate and for reference only. Meta updates its rate cards regularly, so check the current rate card in its documentation before you build a budget (see sources). If the customer's number is from another country, that country's rate applies.
What does a platform add on top of Meta?
It depends on the model: some charge only a monthly fee and Meta bills you directly; others resell messages at an all-inclusive price with a margin; others charge both.
| Model | How you pay | What to check |
|---|---|---|
| Monthly fee + Meta billed directly | The platform charges its plan; Meta bills your WhatsApp account | That your Meta account has a payment method on file |
| All-inclusive | One per-message price that already includes Meta's fee | The margin over Meta's rate |
| Monthly fee + per-message markup | A plan plus an extra charge on every message | The real cost at your volume |
In ConexiaChat, automations go out from your own number and Meta bills you directly, with no per-message fee from us. Campaigns go out from a dedicated branded number at an all-inclusive price (≈ $0.04 per marketing message to Mexico), billed on your Shopify invoice with a monthly spending cap. The details are on our pricing page.
How do I estimate my store's monthly cost?
Multiply the number of templates you'll send in each category by its rate, add the platform's monthly fee and leave out replies sent within the customer service window.
Example
A store with 1,000 orders a month, all to customers in Brazil, that sends an order confirmation and a shipping update (2 utility messages per order) plus 300 abandoned cart messages (marketing): 2,000 × $0.0068 + 300 × $0.0625 ≈ $32 a month in Meta fees, plus the platform's plan. The same volume to customers in Mexico: 2,000 × 0.16 + 300 × 0.56 ≈ 488 MXN. Reference figures only; use the current rate card.
Frequently asked questions
Does Meta charge a fixed monthly fee for the WhatsApp API?
No. Meta charges per delivered template message. The fixed cost, if there is one, is the monthly fee of the platform you use.
Does it cost anything to reply to my customers?
Free-form messages within the 24-hour customer service window are free according to Meta's documentation. Outside that window you can only message customers with templates, and those are charged.
Which currency am I billed in?
Meta supports billing in several currencies depending on your account. If you use a platform that bills through Shopify, the charge appears on your Shopify invoice.
See ConexiaChat's plans
Automations with no per-message fee, campaigns with a monthly spending cap, and everything on your Shopify invoice.
See pricing14-day trial, no card.