How WhatsApp Business Pricing Works
Sending WhatsApp messages through the Business Platform isn't free, Meta charges per delivered template message.
What does it cost?
For customers in different countries, the rates may vary slightly. For clients in Western Europe (for example, the Netherlands and Spain), the approximate rates are:
Marketing templates (promotions, offers, newsletters): ~€0.05 per message
Utility templates (order confirmations, shipping updates, reminders): ~€0.02 per message
So if you send a promotional campaign to 1,000 customers, expect around €50 in WhatsApp costs. A transactional message to those same 1,000 customers would run about €20.
What's the difference between marketing and utility?
The distinction matters both for pricing and for Meta's approval process.
Marketing templates are for promotional communication: think offers, discounts, product launches, seasonal campaigns, or anything designed to encourage a customer to take action they haven't already started.
Utility templates are for transactional messages that support something already in progress: order confirmations, shipping updates, appointment reminders, payment receipts, and similar operational messages.
A useful rule of thumb: if it promotes an offer or drives sales, it's marketing; if it helps the customer complete something they already started, it's utility.
What about customer service messages?
If a customer messages you first, the conversation falls under a service conversation, and those are free.
Hasn't the pricing model changed recently?
Yes, as of July 2025, Meta moved from charging per conversation (a 24-hour window) to charging per delivered message. For most use cases the practical impact is limited, but it's worth knowing when comparing older invoices or documentation.
The bottom line: budget roughly €0.05 per marketing message and €0.02 per utility message, and you'll have a solid estimate for your WhatsApp costs.