# New Per-Message Pricing Meta is rolling out an important update to its **WhatsApp Business Platform pricing.** This change affects how businesses will be charged for sending messages via WhatsApp. This guide explains what’s changing, what stays the same, and how it impacts your business using Gallabox. ### 🔄 What’s Changing? #### **Per-Message Pricing Model** WhatsApp is moving from a **per-conversation** model to a **per-message** model. You will now be charged **for every message delivered**, based on: * **Message Category**: Marketing, Utility, or Authentication * **Recipient’s Country Code**: Pricing may differ by region If you send multiple message types in a single interaction, each message will be billed separately. **Example:** * 10:00 AM – Marketing template → Charged 💰 * 11:00 AM – Utility template → Charged 💰 * 12:00 PM – Marketing template → Charged 💰 *** ### ✅ What’s Free? #### **24-Hour Customer Service Window** When a customer sends a message to your business, it opens a **24-hour customer service window**.\ During this window, you can respond **at no charge** using: * **Free-form messages** (text replies, canned responses, bot replies) * **Utility template messages** (now made free within this window) 💡 The 24-hour window resets with each new user message. #### **Free Entry Point Conversations (No Change)** If a customer messages your business through: * a **Click-to-WhatsApp Ad**, or * a **Facebook Page button**, ...you get a **72-hour free window** to send **any message types** (including template messages) **at no cost**. Conditions: * You must respond to the user within 24 hours of their first message. * After that, the 72-hour free entry point window begins. *** ### 💡 Summary of What You’ll Pay For | Message Type | Within 24-Hour Window | Outside 24-Hour Window | | ----------------------------- | --------------------- | -------------------------------------------------------------- | | Free-form (text, canned, bot) | ✅ Free | Can't send a free-form message outside customer service window | | Utility template | ✅ Free | 💰 Charged | | Marketing template | 💰 Charged | 💰 Charged | | Authentication template | 💰 Charged | 💰 Charged | | Messages in 72-hour ad window | ✅ Free | N/A | *** ### 💬 FAQs #### 1. Will I be charged for messages that are not delivered? No. Meta only charges for **messages that are successfully delivered**. #### 2. Where can I see the pricing for each country and message category? Effective January 1, 2026, WhatsApp Business Messaging rates have changed for certain countries. The updated prices are highlighted below. {% tabs %} {% tab title="Pricing in USD - Effective from Jan 1" %} | Market | Marketing | Utility | Authentication | | -------------------------------- | ---------- | ---------- | -------------- | | Argentina | 0.0711 | 0.0299 | 0.0299 | | Brazil | 0.0719 | 0.0078 | 0.0078 | | Chile | 0.1022 | 0.0230 | 0.0230 | | Colombia | 0.0144 | 0.0009 | 0.0009 | | **Egypt** | **0.0741** | 0.0041 | 0.0041 | | **France** | **0.1647** | 0.0345 | 0.0345 | | Germany | 0.1570 | 0.0633 | 0.0633 | | **India** | **0.0136** | 0.0016 | 0.0016 | | Indonesia | 0.0473 | 0.0288 | 0.0288 | | Israel | 0.0406 | 0.0061 | 0.0061 | | Italy | 0.0795 | 0.0345 | 0.0345 | | Malaysia | 0.0989 | 0.0161 | 0.0161 | | Mexico | 0.0351 | 0.0098 | 0.0098 | | Netherlands | 0.1837 | 0.0575 | 0.0575 | | Nigeria | 0.0593 | 0.0077 | 0.0077 | | Pakistan | 0.0544 | 0.0062 | 0.0062 | | Peru | 0.0808 | 0.0230 | 0.0230 | | Russia | 0.0922 | 0.0460 | 0.0460 | | Saudi Arabia | 0.0523 | 0.0123 | 0.0123 | | South Africa | 0.0436 | 0.0087 | 0.0087 | | Spain | 0.0707 | 0.0230 | 0.0230 | | Turkey | 0.0125 | 0.0061 | 0.0061 | | United Arab Emirates | 0.0574 | 0.0181 | 0.0181 | | United Kingdom | 0.0608 | 0.0253 | 0.0253 | | **North America** | 0.0288 | **0.0039** | **0.0039** | | Rest of Africa | 0.0259 | 0.0046 | 0.0046 | | Rest of Asia Pacific | 0.0842 | 0.0130 | 0.0130 | | Rest of Central & Eastern Europe | 0.0989 | 0.0244 | 0.0244 | | Rest of Latin America | 0.0851 | 0.0130 | 0.0130 | | Rest of Middle East | 0.0392 | 0.0105 | 0.0105 | | Rest of Western Europe | 0.0681 | 0.0197 | 0.0197 | | Other | 0.0695 | 0.0089 | 0.0089 | | {% endtab %} | | | | {% tab title="Pricing in INR - Effective from Jan 1" %} | Market | Marketing | Utility | Authentication | | -------------------------------- | ---------- | ---------- | -------------- | | Argentina | 5.2087 | 2.1921 | 2.1921 | | Brazil | 5.2679 | 0.5732 | 0.5732 | | Chile | 7.4905 | 1.6852 | 1.6852 | | Colombia | 1.0535 | 0.0676 | 0.0676 | | **Egypt** | **5.4270** | 0.3035 | 0.3035 | | **France** | **7.2439** | 2.5293 | 2.5293 | | Germany | 11.5084 | 4.6370 | 4.6370 | | **India** | **0.9926** | 0.1323 | 0.1323 | | Indonesia | 3.4628 | 2.1063 | 2.1063 | | Israel | 2.9752 | 0.4468 | 0.4468 | | Italy | 5.8206 | 2.5270 | 2.5270 | | Malaysia | 7.2493 | 1.1801 | 1.1801 | | Mexico | 2.5711 | 0.7160 | 0.7160 | | Netherlands | 13.4640 | 4.2154 | 4.2154 | | Nigeria | 4.3529 | 0.5652 | 0.5652 | | Pakistan | 3.9885 | 0.4554 | 0.4554 | | Peru | 5.9266 | 1.6861 | 1.6861 | | Russia | 6.7582 | 3.3708 | 3.3708 | | Saudi Arabia | 3.8286 | 0.9009 | 0.9009 | | South Africa | 3.1994 | 0.6416 | 0.6416 | | Spain | 5.1801 | 1.6845 | 1.6845 | | Turkey | 0.9187 | 0.4467 | 0.4467 | | United Arab Emirates | 4.2105 | 1.3235 | 1.3235 | | United Kingdom | 4.4559 | 1.8540 | 1.8540 | | **North America** | 2.1060 | **0.2865** | **0.2865** | | Rest of Africa | 1.8972 | 0.3370 | 0.3370 | | Rest of Asia Pacific | 6.1714 | 0.9524 | 0.9524 | | Rest of Central & Eastern Europe | 7.2447 | 1.7820 | 1.7820 | | Rest of Latin America | 6.2338 | 0.9520 | 0.9520 | | Rest of Middle East | 2.8742 | 0.7665 | 0.7665 | | Rest of Western Europe | 4.9885 | 1.4393 | 1.4393 | | Other | 5.0885 | 0.6487 | 0.6487 | | {% endtab %} | | | | {% tab title="Current Pricing in USD" %} | Market | Marketing | Utility | Authentication | | -------------------------------- | --------- | ------- | -------------- | | Argentina | 0.0711 | 0.0299 | 0.0299 | | Brazil | 0.0719 | 0.0078 | 0.0078 | | Chile | 0.1022 | 0.0230 | 0.0230 | | Colombia | 0.0144 | 0.0009 | 0.0009 | | Egypt | 0.1234 | 0.0041 | 0.0041 | | France | 0.1647 | 0.0345 | 0.0345 | | Germany | 0.1570 | 0.0633 | 0.0633 | | India | 0.0123 | 0.0016 | 0.0016 | | Indonesia | 0.0473 | 0.0288 | 0.0288 | | Israel | 0.0406 | 0.0061 | 0.0061 | | Italy | 0.0795 | 0.0345 | 0.0345 | | Malaysia | 0.0989 | 0.0161 | 0.0161 | | Mexico | 0.0351 | 0.0098 | 0.0098 | | Netherlands | 0.1837 | 0.0575 | 0.0575 | | Nigeria | 0.0593 | 0.0077 | 0.0077 | | Pakistan | 0.0544 | 0.0062 | 0.0062 | | Peru | 0.0808 | 0.0230 | 0.0230 | | Russia | 0.0922 | 0.0460 | 0.0460 | | Saudi Arabia | 0.0523 | 0.0123 | 0.0123 | | South Africa | 0.0436 | 0.0087 | 0.0087 | | Spain | 0.0707 | 0.0230 | 0.0230 | | Turkey | 0.0125 | 0.0061 | 0.0061 | | United Arab Emirates | 0.0574 | 0.0181 | 0.0181 | | United Kingdom | 0.0608 | 0.0253 | 0.0253 | | North America | 0.0288 | 0.0046 | 0.0046 | | Rest of Africa | 0.0259 | 0.0046 | 0.0046 | | Rest of Asia Pacific | 0.0842 | 0.0130 | 0.0130 | | Rest of Central & Eastern Europe | 0.0989 | 0.0244 | 0.0244 | | Rest of Latin America | 0.0851 | 0.0130 | 0.0130 | | Rest of Middle East | 0.0392 | 0.0105 | 0.0105 | | Rest of Western Europe | 0.0681 | 0.0197 | 0.0197 | | Other | 0.0695 | 0.0089 | 0.0089 | | {% endtab %} | | | | {% tab title="Current Pricing in INR" %} | Market | Marketing | Utility | Authentication | | -------------------------------- | --------- | ------- | -------------- | | Argentina | 5.2087 | 2.1921 | 2.1921 | | Brazil | 5.2679 | 0.5732 | 0.5732 | | Chile | 7.4905 | 1.6852 | 1.6852 | | Colombia | 1.0535 | 0.0676 | 0.0676 | | Egypt | 9.0449 | 0.3035 | 0.3035 | | France | 12.0732 | 2.5293 | 2.5293 | | Germany | 11.5084 | 4.6370 | 4.6370 | | India | 0.9023 | 0.1323 | 0.1323 | | Indonesia | 3.4628 | 2.1063 | 2.1063 | | Israel | 2.9752 | 0.4468 | 0.4468 | | Italy | 5.8206 | 2.5270 | 2.5270 | | Malaysia | 7.2493 | 1.1801 | 1.1801 | | Mexico | 2.5711 | 0.7160 | 0.7160 | | Netherlands | 13.4640 | 4.2154 | 4.2154 | | Nigeria | 4.3529 | 0.5652 | 0.5652 | | Pakistan | 3.9885 | 0.4554 | 0.4554 | | Peru | 5.9266 | 1.6861 | 1.6861 | | Russia | 6.7582 | 3.3708 | 3.3708 | | Saudi Arabia | 3.8286 | 0.9009 | 0.9009 | | South Africa | 3.1994 | 0.6416 | 0.6416 | | Spain | 5.1801 | 1.6845 | 1.6845 | | Turkey | 0.9187 | 0.4467 | 0.4467 | | United Arab Emirates | 4.2105 | 1.3235 | 1.3235 | | United Kingdom | 4.4559 | 1.8540 | 1.8540 | | North America | 2.1060 | 0.3370 | 0.3370 | | Rest of Africa | 1.8972 | 0.3370 | 0.3370 | | Rest of Asia Pacific | 6.1714 | 0.9524 | 0.9524 | | Rest of Central & Eastern Europe | 7.2447 | 1.7820 | 1.7820 | | Rest of Latin America | 6.2338 | 0.9520 | 0.9520 | | Rest of Middle East | 2.8742 | 0.7665 | 0.7665 | | Rest of Western Europe | 4.9885 | 1.4393 | 1.4393 | | Other | 5.0885 | 0.6487 | 0.6487 | | {% endtab %} | | | | | {% endtabs %} | | | | \ Regional Update: **Zimbabwe** will move from the **“Other” region to “Rest of Africa.”** Messages sent to +263 numbers will now be charged at Rest of Africa rates.