WhatsApp Business API Pricing in India
Real Costs Explained

What changed — and when

WhatsApp Business API pricing has gone through two major shifts in the past year. Understanding what changed helps you avoid advice written for the old model.

The old model favoured businesses that batched multiple templates into one conversation window. The new model favours precision — send exactly the messages you need, because each one counts.

Meta's per-message rates for India (July 2026)

These are Meta's charges — what they bill your WABA or your BSP for each delivered template message. Your BSP may add a markup on top.

Marketing messages cost roughly 7.5 times more than utility or authentication messages. Picking the right category matters — and picking the wrong one gets your template rejected by Meta (see the WhatsApp Broadcasts page for common rejection reasons).

Messages you don't pay for

Not everything is billed. Three scenarios are completely free:

• Service replies. When a customer messages you first, a 24-hour customer service window opens. Every reply you send within that window — free-form text, no template needed — costs nothing. The timer resets with each new message from the customer, so an active support conversation can stay free for as long as the customer keeps responding.
• Utility templates inside a service window. If a customer has messaged you and the 24-hour window is still open, utility templates (order confirmations, tracking updates) sent during that window are also free.
• Click-to-WhatsApp ad entry. When a customer starts a conversation by tapping a Click-to-WhatsApp ad or a Facebook page CTA button, a 72-hour free window opens. During those 72 hours, all message types are free — including marketing templates. This is the single most cost-effective way to send marketing messages at scale.

Marketing and authentication templates sent outside any open window are always billed, regardless of volume or tier.

Volume discounts

Meta offers tiered pricing for utility and authentication messages only. Marketing messages have no volume discount at any volume.

Tiers reset at midnight on the first of each month in your account's timezone. They are tracked at the portfolio level — all WABAs under one Meta Business Portfolio count together. Once you cross into a higher tier, the lower rate applies to every subsequent message that month (not retroactively to earlier messages).

For most Indian businesses sending under 7.5 lakh utility/auth messages a month, the baseline rate of ₹0.115 is what you will pay. Volume tiers matter only at enterprise scale.

BSP (platform provider) fees

Meta's rates are only part of the bill. You access the WhatsApp Business API through a BSP — a platform that provides the dashboard, broadcast tools, automation, inbox and template management. BSPs charge in one of three ways:

• Monthly platform fee only — typically ₹999 to ₹5,000 per month. The BSP passes through Meta's rates without markup. Best for small to mid-size teams.
• Per-message markup — the BSP adds 10% to 30% on top of Meta's per-message rate. No monthly fee, or a lower one. Can be expensive at volume.
• Both — a monthly fee plus a smaller per-message markup. Common among enterprise BSPs with fees ranging from ₹8,000 to ₹25,000 per month.

Some BSPs also charge a one-time setup or onboarding fee — anywhere from ₹5,000 to ₹1 lakh for enterprise-grade onboarding. Many smaller providers waive this entirely.

When comparing BSPs, always ask: "What is the all-in cost per marketing message, including your markup and Meta's fee?" A ₹999/month plan with a 30% markup can end up costing more than a ₹3,000/month plan with no markup, depending on your volume.

What a real monthly bill looks like

Three scenarios, calculated with Meta's current rates + a typical BSP fee of ₹2,000/month + 18% GST. No per-message BSP markup assumed.

These are estimates based on Meta's published rates and a BSP with no per-message markup. Your actual bill depends on your BSP's pricing model, whether you use Click-to-WhatsApp ads (free window), and how many utility templates land inside open service windows (also free).

Hidden charges to watch for

1. BSP markup on Meta's rate. Some platforms advertise "₹0.95 per marketing message" — that is Meta's ₹0.8631 plus a 10% markup. Always ask whether the per-message rate includes or excludes the BSP's cut.
2. 18% GST on everything. GST applies to Meta's charges and the BSP's platform fee. It is classified as OIDAR (online information and database access services). If you are on the regular GST scheme, you can reclaim this as input credit.
3. Currency conversion. If your WABA is billed in USD (set at account creation and cannot be changed later), you pay the bank's conversion rate plus a forex markup on every transaction. Always select INR billing when setting up a new WABA.
4. Setup or onboarding fees. Enterprise BSPs sometimes charge ₹25,000 to ₹1 lakh for onboarding, integration and dedicated support. Smaller providers and self-serve platforms (like LigiComms) typically charge nothing.
5. Template re-creation costs. If your BSP charges per template submission and your templates get rejected (wrong category, aggressive language), re-creating and re-submitting them adds up. Choose a platform where template management is included.

WhatsApp vs SMS — when to use which

Use WhatsApp when you want engagement — product announcements, appointment confirmations with reply buttons, support conversations, rich media campaigns. The per-message cost is higher than SMS, but the click-through rate is 10 to 30 times better, which makes the cost per conversion significantly lower.

Use SMS as a fallback for audiences without reliable internet, for time-critical OTPs where delivery cannot depend on a data connection, and for promotional blasts where the per-unit cost needs to stay under ₹0.15.

Use both. LigiComms lets you send WhatsApp, SMS and email from the same compose flow, with credits deducted from one wallet. You pick the channel that fits the message, not the one your tool happens to support.

How to reduce your WhatsApp API costs

1. Use Click-to-WhatsApp ads. The 72-hour free entry window covers all message types, including marketing. If your customers come through CTWA ads, your first marketing template is free — which is a significant saving at scale.
2. Send utility templates inside service windows. If a customer has just messaged you (or replied to your broadcast), the 24-hour window is open — utility templates sent during that window are free.
3. Pick the right category. An order confirmation is Utility (₹0.115), not Marketing (₹0.86). A password reset is Authentication (₹0.115), not Utility. Category accuracy saves money and avoids rejections.
4. Use service replies instead of templates when possible. Inside an open service window, you can send free-form text at no charge. If a customer asks about their order and the window is open, reply directly instead of sending a template.
5. Choose INR billing. New WABAs should always select INR as the billing currency. Existing USD-billed accounts cannot be converted — if you are on USD, consider creating a new WABA with INR billing and migrating your number.
6. Compare BSPs on all-in cost. A BSP with a low monthly fee but a 25% per-message markup can cost more than one with a higher monthly fee and no markup. Calculate your expected monthly volume and compare the total bill, not the headline rate.

How LigiComms handles WhatsApp billing

LigiComms is not a BSP — it does not sit between you and Meta. Each business connects its own WABA through Meta's Embedded Signup, which means you get Meta's direct rates without an intermediary markup.

LigiComms charges a small per-message fee from your credit wallet that covers the platform's operating cost on top of Meta's charge. If a message fails to deliver, the credit is automatically refunded. You can see every rate on the Rates page inside the dashboard, and every deduction and refund in your wallet ledger.

There is no separate BSP monthly fee for WhatsApp — it is included in your LigiComms plan alongside social publishing, email, SMS and the inbox.

Frequently asked questions