Did your WhatsApp bill go up this month? From 1 October 2026, replies that used to be free now have a monthly limit, and updates you send inside an open chat are charged. Here is what you pay in India, what changed, and how to keep the bill predictable.
All prices below come from Meta's India rate card, effective 1 October 2026. Meta changes its prices from time to time, so check Meta's pricing page before you set a budget.
Is the WhatsApp Business API free?
The WhatsApp Business app on your phone is free. The WhatsApp Business API is what you need to automate messages or connect WhatsApp to your own systems, and it is not free. Meta charges for each message it delivers. Most businesses also pay a provider to connect them, and that fee comes on top of Meta's.
A message that is not delivered costs nothing.
The four kinds of message
- Marketing. Offers, launches and reminders to come back. You can send these at any time.
- Utility. Updates about something the customer already asked for, such as an order confirmation or a payment receipt.
- Authentication. One time passwords and login codes.
- Service. Replies to a customer who wrote to you. You can send these only within 24 hours of the customer's last message.
That 24 hour window opens again each time the customer messages or calls you.
What changed on 1 October 2026
- Service replies are no longer free without limit. Each business phone number gets 1,000 free service messages a month. From the 1,001st, each one is charged. Unused free messages do not carry over.
- Utility messages sent inside an open chat used to be free. They are now charged at the normal utility rate.
- The India rates did not change on 1 October. The last India increase was for marketing messages, on 1 January 2026.
What each message costs in India
Meta's India rate card, per delivered message, effective 1 October 2026:
- Marketing: ₹0.8631
- Utility: ₹0.115
- Authentication: ₹0.115
- Service, after the free 1,000: ₹0.115
Utility and authentication get cheaper at very high volumes. The first discount starts at 25 million utility messages or 750,000 authentication messages a month, so most small businesses pay the rates above.
One marketing message costs about seven and a half times a utility message. That gap matters more than any other number on this page.
A worked example
Take a mobile phone shop with one WhatsApp number. These numbers are made up to show the arithmetic. In one month it sends:
- 4,000 service replies to customer questions
- 1,500 order and delivery updates
- 2,000 marketing messages for a festive sale
Meta's charges work out like this:
- Service: the first 1,000 are free, so 3,000 × ₹0.115 = ₹345
- Utility: 1,500 × ₹0.115 = ₹172.50
- Marketing: 2,000 × ₹0.8631 = ₹1,726.20
That is ₹2,243.70 for the month. The festive sale is about three quarters of it.
What your full bill includes
Meta's charge is only one part. Your bill usually has three:
- Meta's message charges, as above.
- Your provider's fee, which may be a monthly plan, a margin on each message, or both.
- GST. Ask your accountant how it applies to each part of your bill.
When you compare providers, ask for all three in writing.
Move to rupee billing before the end of 2026
Meta started billing Indian businesses in rupees on 1 January 2026. If your business is eligible, your account must move to rupee billing by 31 December 2026. From 1 January 2027, Meta stops delivering messages from eligible accounts that have not moved. If a provider manages your WhatsApp account, ask them now whether yours has moved.
Free messages you can still use
When a customer reaches you through a Click to WhatsApp ad and you reply in time, a free window opens. It can stay open for up to seven days. Marketing, utility, authentication and service messages inside that window are free.
How to keep the bill under control
- Answer questions inside the chat window with service replies. The first 1,000 each month cost nothing.
- Send marketing only to people who asked for it. Meta limits how many marketing messages each person receives. Messages over that limit are not delivered, so your campaign never reaches those people.
- Watch your marketing count first. It is the most expensive kind of message.
- If you run more than one number, remember the free 1,000 applies to each number separately.
- Ask your provider whether it adds a margin on top of Meta's rates.
We build WhatsApp sales tools for Indian businesses. If you want to know what your own message mix would cost, talk to us. We reply within 24 hours.
Frequently asked questions
Is the WhatsApp Business API free or paid?
Paid. Meta charges for each message it delivers, and most providers add their own fee. Some messages are free: the first 1,000 service replies each month on each number, and messages inside the free window that opens after a Click to WhatsApp ad.
What is the 24 hour window?
When a customer messages you, a 24 hour window opens. Inside it, you can send service replies, and the first 1,000 each month are free. Each new message from the customer opens the window again. Outside it, you can only send approved template messages, and those are charged.
How much does the WhatsApp Business API cost per month in India?
It depends on how many messages of each kind you send. In the example above, 7,500 messages in a month came to ₹2,243.70 in Meta charges. Add your provider's fee and GST to get your full bill.
What is the difference between the WhatsApp Business app and the API?
The app is free and runs on a phone. It suits a small team that replies by hand. The API connects WhatsApp to your own software, so you can automate replies, send order updates from your systems and let many people work on one number. You pay for each message sent through the API.
How do I get the WhatsApp Business API?
Either directly from Meta, or through a provider that sets it up and gives you a simple screen to work in. You need a Meta business account and a phone number for WhatsApp. Most small businesses use a provider, so compare their fees before you sign.
Can I use the WhatsApp Business app and the API on the same number?
Often, yes. Meta lets an existing WhatsApp Business app number connect to the API while your staff keep using the app. Not every provider supports this, so ask before you sign up.
Is there a limit on WhatsApp marketing messages?
Yes. Meta limits how many marketing messages each person receives, based on how they engage, and does not publish the exact number. Messages over the limit are not delivered. Sending fewer, more useful messages is the safest way to make sure yours arrive.
Do I pay for messages that are not delivered?
No. Meta charges only for messages it delivers.