WhatsApp message costs
The cost of WhatsApp messages on the Business API is set by Meta's official price list: you pay for delivered template messages (marketing, utility, authentication), with per-message rates that vary by category and by the recipient's country. Customer-initiated conversations and replies within the 24-hour window are free. On top of these costs comes the fee for the platform you use.
The price hierarchy is stable: marketing is the most expensive category, authentication and utility cost less, and utility templates sent within an open customer service window are not charged. Free entry points from Click-to-WhatsApp ads zero out messaging costs for 72 hours. The full per-country price list is published by Meta and updated periodically; billing follows the actual delivery of the message.
A campaign budget is estimated by multiplying the recipients by the template's rate in the destination country: for Italy, the marketing rate is in the order of a few euro cents per message. Watch out for the hidden item: some platforms apply a per-message markup or sell credits priced above Meta's list. Messaging costs can be charged by Meta directly to the WABA's payment method.
SendApp applies no markup: messages are paid at pure Meta rates, charged to the customer's WABA, and the platform fee is the only SendApp cost.
Frequently asked questions
From theory to practice
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