Last updated: 2026-10-12

How Meta charges for WhatsApp messages

On the WhatsApp Business Platform, Meta charges businesses for certain messages. The details change over time, but a few principles stay stable.

General principles

• Charges depend on the template category (marketing, utility, authentication) and the recipient's country.
• Replying to customers inside the customer service window is generally not charged.
• Meta bills your business account directly; your CRM plan is separate.

Keep costs under control

• Use templates only when the window is closed.
• Choose the correct category.
• Segment broadcasts to people likely to respond.

Check the source

Meta updates pricing and rules periodically. Always confirm current rates on Meta's official pricing page before planning large campaigns.

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