WhatsApp cost calculator
What Meta will charge you for your messages, depending on which country you send them to and what type they are. Official rates, in the currency Meta bills you in.
Meta charges per message, not per conversation
Since July 2025 every template message you deliver is charged separately, and the price depends on two things: the country of the number receiving it and the template's category. A message to Colombia costs a fraction of the same message to Germany.
The four categories
- Marketing: promotions, news, cart recovery. By far the most expensive — in Brazil it costs around nine times a utility message.
- Utility: purchase confirmations, shipping updates, appointment reminders, payment notices.
- Authentication: one-time codes. Same price as utility.
- Service: your replies inside the conversation. They are free.
The two windows you do not pay for
- 24 hours. When someone writes to you, a one-day window opens in which you can reply as much as you like at no cost.
- 72 hours. If the person arrives from a click-to-WhatsApp ad or from your Facebook page button, the window is three days and Meta does not charge you for those messages.
Which leads to the most useful advice here: it is cheaper when they write first. A link, a QR code or an ad that opens WhatsApp costs you less than a marketing template.
If your country is not listed
Meta groups smaller markets into regions: “Rest of Latin America”, “Rest of Western Europe” and so on. If you cannot find your country by name, look for its region. And note that the United States and Canada sit inside “North America”.
Who charges you for what
Meta bills your business directly, on the WhatsApp account in your name. meruma charges for its plan and nothing else: we do not resell messages, we do not add a margin and we do not hold those credits. That is the difference with most platforms in this category, which sell you messages with a markup they do not always disclose.