WhatsApp Business API Pricing in India (2026)
Updated
Quick answer: WhatsApp Business API pricing in India has two parts: Meta's per-message charge and your platform's subscription. Meta charges per delivered template message — in 2026 about ₹0.86 for a marketing message and about ₹0.12 for a utility or authentication message, plus 18% GST. Replies you send inside the 24-hour customer service window are free. With Advertz, Meta bills you directly at these rates and Advertz only charges its plan, from free to ₹999/month and up.
What you actually pay to send WhatsApp messages through the official API — and how to keep it low.
Since July 2025 Meta charges per delivered template message instead of per 24-hour conversation. Here is how the pricing works for Indian businesses, what each message category costs, and the mistakes that make WhatsApp marketing more expensive than it needs to be.
- Marketing message: about ₹0.86 each (India, 2026, excl. GST)
- Utility and authentication: about ₹0.12 each
- Free-form replies inside the 24-hour window: free
Meta's per-message rates for India
Rates are set by Meta per message category and change from time to time. Approximate India rates in 2026, before 18% GST:
| Message category | Used for | Approx. cost per message |
|---|---|---|
| Marketing | Offers, announcements, re-engagement, newsletters | ≈ ₹0.86 |
| Utility | Order updates, booking confirmations, payment reminders | ≈ ₹0.12 |
| Authentication | One-time passwords (OTP) and login codes | ≈ ₹0.12 |
| Service (free-form reply) | Replies within 24 hours of the customer's last message | Free |
Platform subscription
On top of Meta's charges you pay a platform (a Business Solution Provider or Tech Provider) for the software: inbox, broadcasts, chatbot and CRM. Some platforms also resell Meta's messages through their own wallet, often with a margin. Advertz does not — Meta bills your own WhatsApp Business Account directly, and Advertz charges only its plan: Free, Launch ₹999, Growth ₹2,499, Scale ₹5,999 per month, with higher tiers for large teams.
Example: cost of a 10,000-message campaign
A marketing broadcast to 10,000 opted-in customers costs about 10,000 × ₹0.86 = ₹8,600, plus 18% GST (≈ ₹10,150 in total), paid to Meta. If 2,000 customers reply and you answer them within 24 hours, those replies cost nothing. Sending the same updates as utility templates (for example, order status) would cost about ₹1,150 before GST.
How to keep WhatsApp costs down
- Use the right category — transactional updates should be utility templates, not marketing
- Reply inside the 24-hour customer service window, where free-form messages are free
- Segment your list instead of broadcasting to everyone
- Use Click-to-WhatsApp ads: conversations started from them open a free 72-hour window
- Choose a platform that does not mark up Meta's message rates
Check the current rate
Meta can update rates several times a year. Your exact, current rates are always visible in WhatsApp Manager under your WhatsApp Business Account, and charges appear on your Meta billing.
Frequently asked questions
How much does one WhatsApp marketing message cost in India?
About ₹0.86 per delivered marketing message in 2026, plus 18% GST, charged by Meta. Check WhatsApp Manager for your current rate.
Is WhatsApp Business API free?
No. Meta charges per delivered template message (marketing, utility, authentication). Free-form replies within 24 hours of a customer message are free. You also pay for the platform you use.
Does Advertz add a markup on WhatsApp messages?
No. Meta bills your own WhatsApp Business Account directly at Meta's rates. Advertz charges only its monthly plan.
Are utility messages cheaper than marketing messages?
Yes. In India a utility message costs about ₹0.12 versus about ₹0.86 for marketing, so order and booking updates should always use utility templates.