New Per-Message Pricing
Effective July 1, 2026 — WhatsApp Marketing rates will change, especially for Italy, United Kingdom and Spain.Check your latest pricing here.
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
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 July 1, 2026, WhatsApp Business Messaging rates have changed for certain countries. The updated prices are highlighted below.
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
0.0988
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
0.0914
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
0.0115
0.0115
Peru
0.0808
0.0230
0.0230
Qatar
0.039215
0.0138
0.0138
Russia
0.0922
0.0460
0.0460
Saudi Arabia
0.0576
0.0123
0.0123
South Africa
0.0436
0.0087
0.0087
Spain
0.0813
0.0230
0.0230
Turkey
0.0125
0.0010
0.0010
United Arab Emirates
0.0574
0.0181
0.0181
United Kingdom
0.0730
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
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.
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
12.0732
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
2.9751
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
5.9267
1.6861
1.6861
Qatar
2.874195
1.010735
1.010735
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
1.8971
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
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