Official source: Meta sets these prices, not Whatsell.ai. Check the live rates for any country on Meta's WhatsApp pricing calculator and in the WhatsApp Business Platform pricing documentation.
The WhatsApp Business Platform (the Cloud API that WhatSell CRM connects to) is billed by Meta for each message your business delivers. Your WhatSell CRM plan covers the software. Meta's message charges are separate and are paid to Meta through your WhatsApp Business account.
How Meta charges
Since 1 July 2025, Meta charges per delivered message, not per 24-hour conversation. The price of each message depends on three things:
- The customer's country: the rate follows the country code of the phone number you send to, not where your business is.
- The message category: marketing, utility, authentication or service.
- Your monthly volume: utility and authentication messages get cheaper in higher volume tiers.
Taxes such as VAT or sales tax may be added to Meta's invoice depending on where your business is registered.
The four message categories
- Marketing: promotions, new products, discounts, seasonal sales, abandoned-cart reminders, re-engagement. This is the most expensive category.
- Utility: updates about something the customer already asked for or bought, such as order confirmations, delivery updates, payment receipts and appointment reminders.
- Authentication: one-time passwords, login codes and account verification.
- Service: free-form replies to a customer who messaged you, sent inside the 24-hour customer service window.
Rates by country and currency
The tables show Meta's list price for one delivered message, converted into US dollars, UAE dirhams, Saudi riyals and Pakistani rupees. The highlighted column is the local currency of that country.
| Message category | USD | AED | SAR | PKR |
|---|---|---|---|---|
| MarketingOffers, launches, cart reminders | $0.0473 | AED 0.1737 | SAR 0.1774 | Rs 13.08 |
| UtilityOrder, delivery and payment updates | $0.0150 | AED 0.0551 | SAR 0.0562 | Rs 4.15 |
| AuthenticationOne-time passwords and login codes | $0.0150 | AED 0.0551 | SAR 0.0562 | Rs 4.15 |
| ServiceReplies to customers (after 1,000 free a month) | $0.0150 | AED 0.0551 | SAR 0.0562 | Rs 4.15 |
| Message category | USD | AED | SAR | PKR |
|---|---|---|---|---|
| MarketingOffers, launches, cart reminders | $0.0576 | AED 0.2115 | SAR 0.2160 | Rs 15.93 |
| UtilityOrder, delivery and payment updates | $0.0157 | AED 0.0577 | SAR 0.0589 | Rs 4.34 |
| AuthenticationOne-time passwords and login codes | $0.0157 | AED 0.0577 | SAR 0.0589 | Rs 4.34 |
| ServiceReplies to customers (after 1,000 free a month) | $0.0157 | AED 0.0577 | SAR 0.0589 | Rs 4.34 |
| Message category | USD | AED | SAR | PKR |
|---|---|---|---|---|
| MarketingOffers, launches, cart reminders | $0.0576 | AED 0.2115 | SAR 0.2160 | Rs 15.93 |
| UtilityOrder, delivery and payment updates | $0.0107 | AED 0.0393 | SAR 0.0401 | Rs 2.96 |
| AuthenticationOne-time passwords and login codes | $0.0107 | AED 0.0393 | SAR 0.0401 | Rs 2.96 |
| ServiceReplies to customers (after 1,000 free a month) | $0.0107 | AED 0.0393 | SAR 0.0401 | Rs 2.96 |
| Category | Pakistan | United Arab Emirates | Saudi Arabia |
|---|---|---|---|
| Marketing | $47.30 | $57.60 | $57.60 |
| Utility | $15.00 | $15.70 | $10.70 |
| Authentication | $15.00 | $15.70 | $10.70 |
| Service | $15.00 | $15.70 | $10.70 |
USD figures are Meta's USD list rates. AED, SAR and PKR are conversions at 1 USD = 3.6725 AED, 1 USD = 3.75 SAR, 1 USD = 276.54 PKR. Meta publishes separate AED and SAR rate cards, so an account billed in AED or SAR may see slightly different amounts. Meta does not bill in PKR: accounts in Pakistan pay in USD and the bank card is charged in rupees at the bank's rate.
What changed on 1 October 2026
- Service messages are no longer unlimited and free. Each business phone number gets 1,000 free service messages a month. From message 1,001 onwards, service replies are charged at the rates above. Unused free messages don't carry over.
- Utility templates inside the service window are now charged at the utility rate. Before 1 October they were free.
- A payment method is required. Without a payment method on the WhatsApp Business account, Meta stops delivering service messages once they become chargeable.
Read Meta's own notice: Updates to WhatsApp Business Platform pricing.
Example monthly cost
A business that, in one month, sends 2,000 marketing messages, 3,000 utility messages and 500 authentication codes, and replies to customers 2,500 times (the first 1,000 replies are free), would pay Meta about:
| Customers in | USD | AED | SAR | PKR |
|---|---|---|---|---|
| Pakistan | $169.60 | AED 622.86 | SAR 636.00 | Rs 46,901 |
| United Arab Emirates | $193.70 | AED 711.36 | SAR 726.38 | Rs 53,566 |
| Saudi Arabia | $168.70 | AED 619.55 | SAR 632.63 | Rs 46,652 |
| Category | Sent | Charged | Rate | Cost |
|---|---|---|---|---|
| Marketing | 2,000 | 2,000 | $0.0576 | $115.20 |
| Utility | 3,000 | 3,000 | $0.0157 | $47.10 |
| Authentication | 500 | 500 | $0.0157 | $7.85 |
| Service | 2,500 | 1,500 | $0.0157 | $23.55 |
| Total for the month | $193.70 | |||
Free messages you can still send
- First 1,000 service replies each month, for every business phone number.
- Free entry points: when a customer messages you from a Click-to-WhatsApp ad or a Facebook Page call-to-action button, and you reply within 24 hours, all messages for the next 72 hours are free.
The 24-hour customer service window
When a customer sends you a message, a 24-hour window opens. Inside it you can reply with any free-form message: text, images, documents or voice notes. Outside the window you can only start a chat with a template that Meta has approved, and the template is charged by its category.
Template messages
Templates are pre-approved messages you create in WhatSell CRM and submit to Meta. They can include a header (text, image, video or document), body text with variables such as the customer's name, a footer, and buttons for quick replies, calls or website links. Meta checks each template and assigns its category, which sets its price.
How to keep costs down
- Encourage customers to message you first (website chat button, QR codes, Click-to-WhatsApp ads). Replies within your free allowance cost nothing.
- Send order, delivery and payment updates as utility templates. They cost a fraction of marketing messages. Don't put offers inside them, or Meta will re-categorise them as marketing.
- Send marketing only to customers who opted in, and segment your lists in WhatSell CRM so each customer gets fewer, more relevant offers.
- Watch your quality rating. Many blocks and reports lower your sending limits.
- Check your spend in Meta Business Suite under Billing & payments, and in WhatSell CRM's campaign reports.
Frequently asked questions
Is the WhatsApp Business app free?
Yes. The free WhatsApp Business app on your phone has no message charges. WhatSell CRM uses the WhatsApp Business Platform (Cloud API), which Meta charges per message.
Do I pay for messages customers send me?
No. Incoming messages are free. You pay for messages your business delivers: templates, and service replies after the 1,000 free ones each month.
Is Meta's charge included in my WhatSell CRM plan?
No. Your plan covers WhatSell CRM. Meta bills message charges directly to the payment method on your WhatsApp Business account.
Can I send unlimited marketing messages?
No. Meta sets daily messaging limits per phone number based on your quality rating and verification, and may limit marketing messages to people who haven't engaged recently.
Where can I see the latest rates?
Always on Meta's official pricing page. Meta updates rates every quarter, usually on 1 January, 1 April, 1 July and 1 October, and we update this guide when it does.
Final thoughts
Knowing the four categories and the October 2026 changes lets you plan WhatsApp costs with confidence. Use utility templates for transactional updates, keep marketing targeted, and let customers start conversations. If you'd like help estimating costs for your business, contact our team.