Meta WhatsApp Business Latest Pricing Update for Businesses and Enterprises

Meta has officially announced a new global pricing structure for the WhatsApp Business API, effective January 1, 2026. The updated WhatsApp Business pricing model introduces per-message pricing for template messages, replacing the existing conversation-based billing system.

Key Pricing Rule: Destination-Based Billing

It is critical for businesses to understand that charges are applied based on the market (country) of the recipient, not the location of the business. If a business in one country sends a message to a user in another, the rate for the recipient’s country will apply. Charges are deducted directly from your WappBiz Prepaid Wallet.

Understanding the Message Categories

Meta has defined four distinct categories that determine the cost of an interaction:

• Marketing Templates: Used for promotions, new launches, and cart reminders. Each unique marketing message starts a chargeable conversation.

• Utility Templates: Used for order confirmations, delivery statuses, and payment reminders. Each utility message starts a chargeable conversation, and its free when the 24-hour message window is open.

• Authentication Templates: Used for one-time passcodes (OTPs) for login or verification. Charges apply for each authentication message.

• Service Conversations: Initiated when replying to a customer inquiry. After the first chargeable response, businesses can send unlimited free messages for 24 hours. 

Note:

Effective July 1, 2025, utility templates sent within an open customer service window are free.

Complete Global Rate Card

Rates are applied per conversation based on the recipient’s market.

Market	Marketing ($)	Marketing (₹)	Utility ($)	Utility (₹)	Authentication ($)	Authentication (₹)
Argentina	0.0773	5.6616	0.0325	3.1148	0.0325	3.3610
Brazil	0.0782	5.7260	0.0085	0.7329	0.0085	2.8859
Chile	0.1112	8.1419	0.0250	1.8318	0.0250	4.8303
Colombia	0.0157	1.1451	0.0010	0.0735	0.0010	0.0735
Egypt	0.0805	5.8989	0.0045	0.4765	0.0045	5.6651
France	0.1074	7.8737	0.0375	2.7493	0.0375	6.3343
Germany	0.1707	12.5091	0.0688	5.0403	0.0688	7.0385
India	0.0136	0.9494	0.0018	0.1265	0.0018	0.1265
Indonesia	0.0514	3.7639	0.0313	1.8316	0.0313	2.7474
Israel	0.0442	3.2339	0.0067	0.4856	0.0067	1.5460
Italy	0.0864	6.3268	0.0375	2.7468	0.0375	3.4609
Malaysia	0.1075	7.8796	0.0175	1.2828	0.0175	1.6493
Mexico	0.0382	3.9923	0.0107	0.9156	0.0107	2.1921
Netherlands	0.1997	14.6348	0.0625	4.5820	0.0625	6.5980
Nigeria	0.0645	4.7314	0.0089	0.6144	0.0089	2.6325
Pakistan	0.0592	4.3354	0.0068	0.4950	0.0068	2.0870
Peru	0.0879	6.4420	0.0250	1.8328	0.0250	3.4533
Russia	0.1003	7.3459	0.0500	3.6639	0.0500	3.9321
Saudi Arabia	0.0567	4.1615	0.0134	1.0525	0.0134	2.0725
South Africa	0.0474	3.4776	0.0095	0.6974	0.0095	1.6516
Spain	0.0769	5.6305	0.0250	1.8310	0.0250	3.1311
Turkey	0.0134	0.9986	0.0067	0.4855	0.0067	0.7626
United Arab Emirates	0.0624	4.5766	0.0197	1.4386	0.0197	1.6291
United Kingdom	0.0667	4.8434	0.0275	2.0153	0.0275	3.2811
North America	0.0313	2.2891	0.0043	0.3114	0.0043	0.3114
Rest of Africa	0.0289	2.0621	0.0050	0.5590	0.0050	1.3198
Rest of Asia Pacific	0.0915	6.7080	0.0145	1.4388	0.0145	3.8905
Rest of Central & Eastern Europe	0.1075	7.8746	0.0265	3.2323	0.0265	5.1011
Rest of Latin America	0.0925	6.7759	0.0142	1.0348	0.0142	4.0726
Rest of Middle East	0.0423	3.1241	0.0114	1.4384	0.0113	1.6288
Rest of Western Europe	0.0740	5.4223	0.0214	2.7478	0.0114	3.4621
Other	0.0755	5.5310	0.0097	0.7051	0.0097	2.7865

Conclusion

To navigate the 2026 WhatsApp Business pricing changes effectively, it’s important to align your messaging strategy with market-specific costs. If you need clarity on pricing, budget planning, or funding requirements across regions, connect with the WappBiz team for expert guidance and tailored support