Rule updates
Effective July 1, 2025, Chat App Message Service will implement updated WhatsApp billing rules:
Marketing, utility, and authentication (including international) messages delivered outside of a customer service window are charged on a per-message basis.
The service conversation is still charged on a per-conversation basis. The billing cycle is 24 hours after the service conversation starts. You are charged only the service fees for Chat App.
Utility template messages delivered within a customer service window are free.
The billing model (per-message or per-conversation) of Chat App depends on the corresponding billing rules of WhatsApp.
Examples
Example 1: No customer service window is open between you and the user
You send a marketing template and two utility templates to a WhatsApp user. Incurred fees:
WhatsApp fee for one marketing template message
Chat App fee for one marketing template message
WhatsApp fee for two utility template messages
Chat App fee for two utility template messages
The service fees for Chat App are charged based on a per-message basis.
Example 2: A customer service window is open between you and the user
You send a marketing template and two utility templates to a WhatsApp user. Incurred fees:
WhatsApp fee for one marketing template message
Chat App fee for one marketing template message
Chat App fee for a service conversation
Utility template messages delivered within a customer service window are free of charge.
WhatsApp pricing updates
Recipient country/region | Message Type | |||||
Marketing (USD per message) | Utility (USD per message) | Authentication (USD per message) | Authentication-International (USD per message) | Marketing Messages Lite Unit price (USD per message) | Service (USD per conversation) | |
Argentina | 0.0618 | 0.0289 | 0.0289 | - | 0.0618 | 0 |
Brazil | 0.0625 | 0.0068 | 0.0068 | - | 0.0625 | 0 |
Chile | 0.0889 | 0.02 | 0.02 | - | 0.0889 | 0 |
Colombia | 0.0125 | 0.0002 | 0.0002 | - | 0.0125 | 0 |
Egypt | 0.1073 | 0.0052 | 0.0052 | 0.065 | 0.1073 | 0 |
France | 0.1432 | 0.03 | 0.03 | - | 0.1432 | 0 |
Germany | 0.1365 | 0.055 | 0.055 | - | 0.1365 | 0 |
India | 0.0107 | 0.0014 | 0.0014 | 0.028 | 0.0107 | 0 |
Indonesia | 0.0411 | 0.025 | 0.025 | 0.136 | 0.0411 | 0 |
Israel | 0.0353 | 0.0053 | 0.0053 | - | 0.0353 | 0 |
Italy | 0.0691 | 0.03 | 0.03 | - | 0.0691 | 0 |
Malaysia | 0.086 | 0.014 | 0.014 | 0.0418 | 0.086 | 0 |
Mexico | 0.0436 | 0.0085 | 0.0085 | - | 0.0436 | 0 |
Netherlands | 0.1597 | 0.05 | 0.05 | - | 0.1597 | 0 |
Nigeria | 0.0516 | 0.0067 | 0.0067 | 0.075 | 0.0516 | 0 |
Pakistan | 0.0473 | 0.0054 | 0.0054 | 0.075 | 0.0473 | 0 |
Peru | 0.0703 | 0.02 | 0.02 | - | 0.0703 | 0 |
Russia | 0.0802 | 0.04 | 0.04 | - | 0.0802 | 0 |
Saudi Arabia | 0.0455 | 0.0115 | 0.0115 | 0.0598 | 0.0455 | 0 |
South Africa | 0.0379 | 0.0076 | 0.0076 | 0.02 | 0.0379 | 0 |
Spain | 0.0615 | 0.02 | 0.02 | - | 0.0615 | 0 |
Türkiye | 0.0109 | 0.0053 | 0.0053 | - | 0.0109 | 0 |
United Arab Emirates | 0.0384 | 0.0157 | 0.0157 | 0.051 | 0.0384 | 0 |
The United Kingdom | 0.0529 | 0.022 | 0.022 | - | 0.0529 | 0 |
North America | 0.025 | 0.004 | 0.004 | - | 0.025 | 0 |
Rest of Africa | 0.0225 | 0.004 | 0.004 | - | 0.0225 | 0 |
Rest of Asia Pacific | 0.0732 | 0.0113 | 0.0113 | - | 0.0732 | 0 |
Rest of Central & Eastern Europe | 0.086 | 0.0212 | 0.0212 | - | 0.086 | 0 |
Rest of Latin America | 0.074 | 0.0113 | 0.0113 | - | 0.074 | 0 |
Rest of the Middle East | 0.0341 | 0.0091 | 0.0091 | - | 0.0341 | 0 |
Rest of Western Europe | 0.0592 | 0.0171 | 0.0171 | - | 0.0592 | 0 |
Other | 0.0604 | 0.0077 | 0.0077 | - | 0.0604 | 0 |