Per-message pricing

Meta's model of charging for each delivered WhatsApp template message, based on its category and the recipient's country.

Under per-message pricing, Meta charges for each template message delivered, rather than for a 24-hour conversation. The price depends on the template's category (Marketing, Utility or Authentication) and the country of the recipient's phone number. Prices differ widely between countries.

Most service replies inside the customer service window are not charged by Meta, and utility templates sent while that window is open are also free under the current rules. Marketing templates are charged every time. This means cost now follows how many paid templates you send, not how many conversations you have. Until mid-2025 Meta charged per 24-hour conversation instead, so older guides that talk about 'conversation fees' describe the previous model.

Budget by category and country, and look at what each campaign actually cost. In Marichi Talks, you top up a pay-as-you-go wallet by mobile money or card, every message is priced by country and category, and you can see what each message cost. Meta changes its prices from time to time, so check current rates before a large send.