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PRICING
Per-message pricing (July 2025)
Per-message pricing is the WhatsApp Business Platform pricing model in force since 1 July 2025: each delivered message is billed individually by category (marketing, utility, authentication) at a country-specific rate, replacing the conversation-based model that charged once per 24-hour conversation. From 1 October 2026 Meta charges for replies too; the first 1,000 each month on each WhatsApp number are free. Utility templates are charged per delivered message, including inside the 24-hour window, from 1 October 2026.
conversation based pricingmarkuputility templatemeta october 2026 pricing change
Why it matters
Cost scales with delivered messages, not conversations, which favours businesses that send one good message over those that send several a day. On Meta's card effective 1 October 2026, India rates are marketing Rs 0.8631, utility Rs 0.115 and authentication Rs 0.115 per delivered message. Replies were free until 30 September 2026; from 1 October 2026 each business phone number gets 1,000 free replies a month and pays Rs 0.115 for each reply after that in India. Utility templates sent inside an open 24-hour window, free until the same date, are charged from then on. The free entry point window (up to 7 days) from click-to-WhatsApp ads stays free. The October 2026 change in detail.
In VGraple CRM
The broadcast cost estimate prices each recipient at their country's rate for the template's category, and prices a free-form broadcast as replies, subtracting what is left of the sending number's 1,000 free replies this month. Each WhatsApp number's card in Settings shows free replies used this month, and the WhatsApp API pricing pages list current rates by country. VGraple CRM adds no markup; Meta bills you directly.
Related terms
Conversation-based pricing, Markup, Utility template, Service conversation.