WhatsApp Business pricing in 2026: how per-message pricing works

WhatsApp pricing confuses many businesses because it changed in 2025. Here is how it works now, in plain words.

The short version

Meta charges for each delivered template message. The price depends on two things: the country of the person receiving it and the category of the template. Replies to customers who messaged you are free.

This per-message model replaced the older "per 24-hour conversation" pricing on 1 July 2025.

The three paid categories

Marketing messages cost the most. Utility and authentication messages are much cheaper, and in many countries utility messages get cheaper as your monthly volume grows.

Meta decides the category when it approves your template. If a utility template contains promotional content, Meta will treat it as marketing.

What is free

• Service replies. When a customer messages you, you can reply with normal (non-template) messages for 24 hours at no charge from Meta.
• Utility templates inside that 24-hour window. If the customer's window is open, a utility template sent in it is free.
• Click-to-WhatsApp ad chats. When someone starts a chat from a Facebook or Instagram ad, messages are free for 72 hours.

You only pay for delivered messages

If a message cannot be delivered, for example because the number is not on WhatsApp, Meta does not charge for it. Dizitallink works the same way: coins are reserved when you start a campaign and refunded for every message that fails.

How Dizitallink prices messages

On Dizitallink you buy coins, and 1 coin sends 1 delivered marketing message. Because Meta charges a different rate in every country, a coin's price depends on where your customers are: about ₹1.40 for India and ₹7.20 for the UK. Utility messages cost less than a coin (₹0.20 for India). See every country on the pricing page.

How to budget a campaign

Multiply the number of opted-in customers by the rate, then allow for numbers that won't deliver:

1. Count your opted-in contacts in each country.
2. For a marketing campaign, you need one coin per contact; multiply by that country's coin price.
3. Expect 90–97% to deliver; coins for the rest go back to your wallet.

For 5,000 customers in India and a marketing template, that is 5,000 coins, or 5,000 × ₹1.40 = ₹7,000 at most, and less after refunds for undelivered messages.

Ways to spend less

• Use utility templates for genuine updates instead of marketing ones.
• Reply quickly while the customer's 24-hour window is open, because those replies are free.
• Send to engaged customers instead of your whole list. Smaller, relevant campaigns get better results and protect your number's quality rating.
• Use Click-to-WhatsApp ads to start conversations, so the first 72 hours are free.

Meta updates its rate card a few times a year. We update our coin prices when it does and show the exact cost before you send any campaign.