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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 template message is billed individually by category (marketing, utility, authentication) at a country-specific rate, replacing the earlier conversation-based model that charged once per 24-hour conversation. Free-form replies in the customer service window remain free, and utility templates delivered inside an open window are free too.
conversation based pricingmarkuputility templateservice conversation
Why it matters
Cost now scales with messages, not conversations, which favours businesses that send one good message over those that send several in a day. In India (April 2026 rates) marketing is Rs 0.8631, utility and authentication Rs 0.115, and service replies are free, so a well-designed operation can run most of its messaging for nearly nothing and pay only for marketing reach.
In VGraple CRM
Broadcast previews estimate cost per campaign from the template category, the recipients' countries and which recipients have an open window; reports show actual Meta charges by campaign; 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.