How pricing works

Prepaid, per message, all-inclusive. No subscription, no minimum monthly spend, nothing to cancel.

What you are charged for

Three things draw down your balance.

Starting a conversation. Every template you send to someone who has not messaged you recently: broadcasts, follow-ups, re-engagement. The price depends on the category of the template (Marketing, Utility or Authentication) and the country you are messaging. This is the bulk of most bills.

Each message a customer sends you. Inbound WhatsApp messages are charged per message, at a small flat rate. A customer who sends five messages in a row is five charges, not one.

AI replies, if you run an AI Assistant — one per automatic reply.

Current rates for all of these are on the pricing page.

All-inclusive means all-inclusive

One price per message, covering everything. Nothing is added on top at the end of the month, and there is no separate platform fee.

What is free

Every reply you send inside the 24-hour window, however many. This is the big one — answering a customer costs nothing on WhatsApp.
Contacts, groups, templates, flows, media and analytics. Features, not meters.
Team members. No per-seat charge.

So the shape of a bill is: what you spend starting conversations, plus a much smaller amount for the messages people send back. Cost scales with how much you initiate.

Inbound charges continue even at a zero balance

Meta has already delivered the message by the time we see it, so we never drop it for lack of funds — the charge is recorded and your balance can go slightly negative. Top up and it settles. You will not lose a customer's message because you ran out.

The other charges

Failed sends. If a message fails, the full message charge is refunded and a small failed-attempt fee is taken instead — ₹0.10 on Indian accounts. It shows in your ledger as a failed-send fee. See A message failed.

Instagram messages. Instagram works the other way round from WhatsApp: DMs you send are charged per message, and DMs you receive are not. See Reply to Instagram DMs.

Keeping the bill down

Get customers to message you first. Their message costs you a fraction of what a template does, and it opens a window you can then answer in for nothing. This is what links, QR codes and the website button are for.
Answer inside the window. Reply today for nothing, or send a paid template tomorrow.
Use Utility where it is honestly Utility. Order updates are cheaper than marketing, and you can send them to people who would block a promotion.
Broadcast to smaller, better lists. You pay per recipient. Five hundred people who care beat five thousand who do not, and cost a tenth as much.
Add quick-reply buttons to templates. A customer tapping one sends a reply, which opens a window you can answer in for nothing.

Where to see what you spent

Dashboard — a spend breakdown by category over the last 30 days.
Wallet — every individual charge. See Your wallet and transaction history.
Analytics — a Spend tab with date and number filters.
Message logs — the cost of any single message.

If something goes wrong

A charge you do not recognise. Find it in Wallet; each entry names the action and links to what caused it.
The balance dropped faster than expected. Usually a broadcast to a bigger audience than intended, or marketing where utility would have done. Check the Spend tab in Analytics. If Incoming is a large slice, a campaign produced a lot of replies — which is a good problem, but it is a real cost.
The balance went negative. Inbound messages are charged even with nothing left, because Meta has already delivered them. Top up and it settles.
You were charged for a message that failed. You should see a refund of the message charge and a small fee instead. If you only see the charge, please open a ticket.