Meta’s message rates for India
| Message category | What it is for | Rate (₹) |
|---|---|---|
| Marketing | Offers, new arrivals, cart reminders, re-engagement | ₹0.8631 |
| Utility | Order updates, payment reminders, appointment confirmations | ₹0.115 |
| Authentication | One-time passwords (OTPs) and login codes | ₹0.115 |
| Service | Free-form replies inside the 24-hour customer service window | ₹0.115 after 1,000 free per month |
What is free
- Messages customers send you are free.
- 1,000 service messages per month per business phone number are free from 1 October 2026. The count resets monthly and does not roll over.
- Click-to-WhatsApp ads: messages in the free entry window after a customer messages you from a Click-to-WhatsApp ad on Facebook or Instagram are free.
2026 changes to know
- Utility messages inside the customer service window are charged from 1 October 2026 (they were free since July 2025).
- Service messages are charged beyond 1,000 a month per number from 1 October 2026, so keep a payment method on file.
- INR billing is required: eligible Indian businesses must move their messaging accounts to INR by 31 December 2026. From 1 January 2027 Meta stops delivering messages from non-INR accounts.
Example monthly message costs
| What you send in a month | Meta charges |
|---|---|
| 5,000 marketing messages | ₹4,315.50 |
| 10,000 order updates (utility) | ₹1,150 |
| 3,000 OTPs (authentication) | ₹345 |
| 3,000 support replies (service, 1,000 free) | ₹230 |
What platforms add on top
| Platform | Platform fee | Message charges |
|---|---|---|
| Wati | From $59/month (billed annually); Pro $119/month | Per Wati’s rate card |
| AiSensy | From ₹1,500/month; Pro ₹3,200/month | ₹1.09 marketing, ₹0.145 utility/authentication/service |
| Interakt | From $55/month for WhatsApp | Template charges as listed on its rates page |
| Aireplo | One-time ₹15,000, extras ₹499 each (maintenance billed separately) | Billed by Meta directly to you, at Meta’s rates |
How to keep your WhatsApp bill low
- 1Use the right template category: real order and payment updates are Utility, which costs a fraction of Marketing.
- 2Answer customers inside the 24-hour window, where replies are service messages (1,000 free a month).
- 3Send marketing only to segments likely to buy, instead of your whole list.
- 4Use Click-to-WhatsApp ads, where the follow-up conversation is free during the entry window.
- 5Choose a provider that passes on Meta’s rates without a markup.
Frequently asked questions
How much does one WhatsApp marketing message cost in India?
From 1 October 2026, Meta charges ₹0.8631 per delivered marketing message to an Indian number, plus GST.
Are WhatsApp Business API replies free?
Customer messages to you are free. Your free-form replies inside the 24-hour window are service messages: the first 1,000 a month per number are free, then ₹0.115 each.
Do I pay GST on WhatsApp messages?
Yes. GST is added to Meta’s per-message charges on your invoice.
Why do some platforms charge more per message than Meta?
Some providers resell messages at their own rates. For example, AiSensy lists ₹1.09 per marketing message for India, while Meta’s own rate is ₹0.8631. With Aireplo, Meta bills you directly.