WhatsApp Business message cost calculator

It depends on two things: the category of the template (marketing, utility or authentication) and the country of the recipient's phone number. Meta charges per delivered message. For example, a marketing message to a UK number costs $0.0635 and a utility message $0.0220. Marketing and authentication-international are the expensive categories; utility and authentication usually cost much less.

The recipient's country calling code decides the market. Countries with their own row on Meta's rate card use it; the rest use a regional rate such as "Rest of Africa" or "Other". The calculator shows which market applies to the country you choose.

Some markets, such as India, Indonesia and the United Arab Emirates, have a higher rate for authentication (one-time passcode) messages sent by businesses based outside that country. Meta decides who pays it from the business's location. Where a market has no such rate, the calculator leaves the field off.

No. Meta charges only delivered messages, and a message to a number without a WhatsApp account is never delivered. But those customers never get the message, and a list full of such numbers makes your volume estimate and your campaign plan wrong. Checking the list first tells you which numbers can receive WhatsApp and which need SMS or e-mail instead.

Free-form replies inside the 24-hour customer service window (service messages) were free until 30 September 2026. From 1 October 2026 Meta charges them after a free tier of 1,000 per business phone number per month. The calculator covers template messages; the rate card dataset includes the service rates.

They are Meta's published USD list rates for the card effective 2026-10-01, from our public rate card dataset. Meta changes rates and market groupings, usually once a quarter, and volume tiers can lower utility and authentication rates. Always confirm on Meta's pricing page before you commit a budget.