WhatsApp Business costs: what you pay per message
WhatsApp Business costs nothing on the app. On the Platform, Meta bills each delivered message by its category and the recipient’s country.
ManySetter teamUpdated 6 min read
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Chapter 01Start here
Is WhatsApp Business free?
The WhatsApp Business app is free to download and use, with greeting, away and quick replies. The WhatsApp Business Platform, the API behind tools like Manychat, has no access fee; Meta bills the messages it delivers.
Business app or Platform
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Building a bot on either one? The WhatsApp chatbot guide compares them by job.
Chapter 02Categories
What each message category costs
Every message a business delivers has one of five categories, and one charge. Templates can go out any time; free-form replies only within 24 hours of the user’s last message.
Five categories
Last checked
US numbers: no marketing templates for now
WhatsApp doesn’t currently deliver marketing templates to US phone numbers (Meta’s limits page (opens in a new tab)). Utility templates still go out (Manychat’s note (opens in a new tab)).
Chapter 03Rate card
WhatsApp Business API pricing by market
Meta’s rate card took effect on October 1, 2026. It lists 47 markets, 39 countries and 8 regions, priced by the country code of the recipient’s number.
USD per delivered message, effective October 1, 2026
Last checked
Rates move four times a year at most
Meta may change them only on January 1, April 1, July 1 or October 1, with at least a month’s notice for a rate change.
Chapter 04Free
What Meta doesn’t bill
Messages users send you
Always free: Meta bills only the messages a business delivers.
1,000 service messages a month
Per business phone number. Billing starts at the 1,001st; no rollover.
Chats from Click-to-WhatsApp ads
From the mobile app, reply within 24 hours: up to 7 free days.
Messages that never arrive
Meta charges for delivered messages, not for sends.
In that free entry point window, marketing, utility, authentication and service messages cost nothing. Meta Business Agent replies are still charged.
Two charges came back on October 1, 2026
Service messages past the free tier, and utility templates sent inside an open window (free since July 1, 2025), per Meta’s pricing page (opens in a new tab). Without a payment method, service messages stop after the free tier.
ManySetter
Answer WhatsApp leads in the window
ManySetter works with your Manychat account: it qualifies WhatsApp leads inside the 24-hour window and books calls.
- Replies inside the 24-hour window
- Qualifies before it offers a call
- Hands off to your team when needed
Build and test free · Works with your Manychat account
Chapter 05Formula
Estimate your monthly bill
The formula: templates × their market’s rate, plus service messages past the first 1,000 per number × their market’s service rate. Leave out messages sent in a free entry point window.
One month to UK numbers, from one phone number
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| Line | Messages | UK rate | Meta charges |
|---|---|---|---|
| Service repliesMessages: 2,500 (1,000 free)UK rate: $0.022Meta charges: $33.00 | 2,500 (1,000 free) | $0.022 | $33.00 |
| Utility remindersMessages: 300UK rate: $0.022Meta charges: $6.60 | 300 | $0.022 | $6.60 |
| Marketing templatesMessages: 400UK rate: $0.0635Meta charges: $25.40 | 400 | $0.0635 | $25.40 |
A planning estimate, not a quote
$33.00 + $6.60 + $25.40 = $65.00 for the month. The same month to US numbers: $6.12, since marketing templates aren’t delivered there.
Your invoice decides: Meta bills through Meta Business Suite; through a partner such as Manychat, the partner bills you.
Chapter 06Manychat
WhatsApp costs in Manychat
Through Manychat, WhatsApp charges come from your Manychat Wallet right after each billable message is delivered, per its WhatsApp pricing guide (opens in a new tab). Messages contacts send you stay free.
US and Canada, per delivered message
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Manychat applies the same 1,000 free service messages per number each calendar month, across all countries. At its UK rates, the month estimated above comes to $69.79. Its plan price is separate: see the Manychat pricing guide.
Adding an AI setter? ManySetter replies only inside the 24-hour window, so on WhatsApp its replies are service messages, billed like any other. Its own price: ManySetter pricing.
Chapter 07Sources
Sources
Chapter 08Cite
Citation and changes
Next check: the first Monday of each month, and after each quarterly update.