Message markup
A message markup is the surcharge some platforms and BSPs apply on top of Meta's official rates for every WhatsApp message sent, as a revenue stream in addition to the software fee. It can take the form of a per-message price above the list, credit sales or conversation bundles. The alternative is the pass-through model, with Meta's costs passed on at the official price.
The markup is often hard to spot: the platform's price list shows a per-message price without breaking out the Meta share and the provider share, or converts costs into credits at an opaque exchange rate. At significant volumes the difference matters: even a small per-message markup, multiplied by tens of thousands of monthly sends, can exceed the cost of the platform itself. You verify it by comparing the proposed price with Meta's public list by country and category.
Useful questions before signing: does the per-message price match Meta's list? Are messaging costs billed directly by Meta or resold by the platform? Are there expiring bundles or non-refundable credits? The pass-through model, with Meta charging the company's WABA directly, is the most transparent: the platform earns from the software, not the traffic, and has no incentive to inflate sends.
SendApp is fully pass-through: zero markups on messages, Meta rates at cost, and the platform price is the only SendApp line on your invoice.
Frequently asked questions
From theory to practice
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