WhatsApp message pricing charges from Meta
As of January 2026, the WhatsApp Business API (Meta) operates on a per-message pricing model in India, having shifted away from the previous 24-hour conversation-based model in July 2025.clevertap+1
Under this new structure, you are charged for every template message delivered, while Service messages (replies to customer queries within the 24-hour window) are now completely free without the previous 1,000-conversation limit.aisensy+1
India Pricing Rates (Effective January 1, 2026)
The following rates apply to businesses with India-based WhatsApp numbers (billing in INR).
| Message Category | Rate (INR) | Description |
|---|---|---|
| Marketing | ₹1.09 | Promotional offers, newsletters, product launches. (Increased ~10% in Jan 2026) news.aisensy+1 |
| Utility | ₹0.145 | Transactional updates like order confirmations, receipts, and delivery alerts. news.aisensy+1 |
| Authentication | ₹0.145 | OTPs and account verification codes (Local India numbers). news.aisensy+1 |
| Service | FREE | Free-form replies sent within 24 hours of a user’s message. Unlimited (no 1000 limit). sleekflow+1 |
| Intl. Authentication | ~₹2.30 | OTPs sent to international numbers from an Indian WABA. happilee |
Key Changes & Rules
1. Shift to Per-Message Billing
Unlike the old model where you paid once for a 24-hour “Marketing Conversation” and could send multiple templates, you now pay for every single marketing, utility, or authentication template message you send.landbot+1
- Example: If you send 3 marketing templates to a user within 24 hours, you are charged 3 x ₹1.09 = ₹3.27 (previously, this would have been a single charge of ~₹0.80).
2. Unlimited Free Service Messages
Meta removed the “1,000 free service conversations per month” cap in late 2024. Now, all user-initiated service conversations are free, provided you reply within the 24-hour Customer Service Window. You generally cannot use templates for these free replies; they must be free-form text or media.sleekflow
3. International Authentication Rates
If your business verifies users outside India (e.g., sending an OTP to a UK number), the rate is significantly higher (approx. ₹2.30 per message) compared to the local rate of ₹0.145. This measure was introduced to prevent SMS pumping fraud.happilee
4. 72-Hour Free Entry Point
Conversations initiated by a customer clicking a “Click-to-WhatsApp” ad (on Facebook or Instagram) or a Call-to-Action button on a Facebook Page are free for 72 hours. You can send any template type (including Marketing) during this window without incurring per-message charges.developers.facebook+1