WhatsApp Business message pricing by country in 2026

Rates by country

Belgium, Switzerland and Portugal have no rate of their own: Meta bills them at its “Rest of Western Europe” rate. The same goes for Algeria, Tunisia, Senegal and Côte d’Ivoire (“Rest of Africa”), and for Canada and the United States (“North America”).

Morocco: since the rate card of 1 October 2026, Meta also applies an “authentication-international” rate of €0.0669. It only affects very large senders, above 750,000 messages in 30 days to countries with this rate, after 30 days’ notice from Meta. Every other business pays the rate in the table.

For other countries, Meta publishes the full rate card (see sources). WYP.chat only shows a campaign estimate for the countries in this table, rather than a wrong figure.

What is free

• Messages your customers send you.
• Your free-form replies within the 24 hours after the customer’s last message, up to 1,000 per month per number. Beyond that, Meta has charged them since 1 October 2026 at the utility rate of the customer’s country, with no volume discount.
• All your messages, templates included, when the customer contacts you from a Click to WhatsApp ad: Meta’s free window lasts up to 7 days.
• Messages you send from the WhatsApp Business app on your phone, if you keep it alongside WYP.chat: Meta does not charge for them.

The free reply counter resets on the 1st of every month, with no rollover.

Note: utility templates are no longer free within the 24-hour window. Meta waived the charge for them from 1 July 2025 to 30 September 2026. Since 1 October 2026, each one has been charged at the country’s utility rate.

Message categories

Since 1 July 2025, Meta has charged per delivered message rather than per 24-hour conversation. A template’s price depends on its category, chosen when it is created and checked by Meta.

Marketing

Offers, news, sales follow-ups: campaigns. The most expensive.

Utility

Order confirmations, appointment reminders, updates on a customer request. Charged since 1 October 2026, even within the 24-hour window.

Authentication

One-time verification codes.

Service

Free-form replies within 24 hours of the customer’s last message. 1,000 free per month per number, then the utility rate.

Meta Business Agent

Replies written by Meta’s own AI agent, a category created on 1 July 2026. Meta charges them by the tokens used, $2 per million, about 4 to 5 US cents per message according to Meta, even within an ad’s free window. Replies from WYP.chat’s AI agents, by contrast, are service messages.

Example: a campaign of 1,000 messages in the UK

1,000 marketing messages × €0.0526 = €52.60 excl. VAT, charged by Meta. On the WYP.chat side, the Solo plan includes 1,000 campaign recipients a month: this campaign adds nothing to the subscription.

What a small business pays: three examples

Meta’s cost depends mainly on two things: the templates you send, and your replies beyond 1,000 per month per number. Examples in the UK, on a single number, at the rate card of 1 October 2026.

The tradesperson only pays for reminders: replies stay within the free tier. The shop pays for its campaign. The SME also pays for replies beyond the free tier. The WYP.chat subscription comes on top, billed separately.

Who charges what

Meta bills your WhatsApp Business account directly, using the payment method added at Meta. Without a payment method, paid messages are no longer delivered. The WYP.chat subscription is billed separately.

• WYP.chat pricing →
• Using WhatsApp Business with multiple users →