Business Platform Pricing
Simple and transparent pricing
Drive your business goals for growth and custome engagement knowing pricing on WhatsApp is consistent with industry-standard pricing for messaging.
The simplicity you need to connect at scale, create better customer experiences and better engage with your audience.
Businesses using our platform are charged on a per-message basis for each message we deliver to users
- We charge when a message is delivered (not sent).
- We charge based on who the message is sent to and the category of the message.
- There are four message categories on the WhatsApp Business Platform: marketing, utility, authentication, and service.
- Our rates vary by market – category pair, and we publish our rates for transparency.
We provide several ways for businesses to get value
Be there for your customers
with service and utility messages
Helping your customers is always a priority. That’s why we do not charge for service messages, or for utility messages businesses send in response to users.
Get rewarded as you grow
with utility and authentication messages
Helping your customers is always a priority. That’s why we do not charge for service messages, or for utility messages businesses send in response to users.
Leverage free entry points
across all message categories
When customers send you a message from an Ad that clicks to WhatsApp or Facebook Page call-to-action button, for the following 3 days (72 hours), all of your messages are not charged.
Per-message pricing empowers you to create better customer experiences and better engage with your audience.
Explore each message category to understand how they can be used across your customers’ journey.
Marketing
Marketing messages can help businesses achieve a wide range of goals across the funnel, from generating awareness to driving sales to retargeting customers. These messages can include offers and promos, related product suggestions, abandoned cart reminders, and more.
Utility
Utility messages are typically triggered by a user action, like placing an order or submitting a payment. These messages are not promotional, and are either specific to or requested by a user (like a package delivery update) or critical to a user (like a tornado warning).
Authentication
Authentication messages enable businesses to use one-time passwords (OTPs) for identity verification, potentially at multiple stages of the user journey. Ensure successful login or transactions with OTPs on WhatsApp.
Services
These messages enable businesses to manage incoming customer inquiries, whether that is via an agent or a conversational AI-powered bot. When users message a business, this opens a 24-hour customer service window during which businesses can respond with service messages, at no charge. This window resets with each user message.
Make the most of every opportunity
Understand more about what and how we charge.
Accelerate your business
Find out more about how WhatsApp Business Platform offers personal customer experiences so you can drive results and build long-term relationships with your customers.