Most businesses ask the same first question about the WhatsApp Business API: how much will this cost me every month? The honest answer has two parts, and most quotes only show you one of them. This guide explains both, with the rates that apply in India from October 2026.
The two parts of your bill
Every WhatsApp Business API setup in India has two costs:
- Meta's message charges. Meta (WhatsApp's parent company) charges for each template message that is delivered. The price depends on the message category and the recipient's country. This part is the same no matter which provider you use, although providers add their own margin.
- The platform fee. This is what your provider charges for the dashboard: broadcasts, the shared team inbox, chatbot builder, analytics, integrations and support. It is usually a fixed monthly amount.
If a provider only shows you the platform fee, ask for the per-message rate in writing. If they only show you a per-message rate, ask what the dashboard and support cost. You need both numbers to compare offers fairly.
Meta's per-message rates for India (October 2026)
Meta moved to per-message pricing in 2025. These are the India rates published for October 2026, before GST:
| Message category | What it is used for | Rate per message (India) |
|---|---|---|
| Marketing | Offers, announcements, re-engagement, cart reminders with a discount | ₹0.8631 |
| Utility | Order updates, payment reminders, appointment confirmations | ₹0.115 |
| Authentication | One-time passwords (OTP) and login codes | ₹0.115 |
| Service | Your free-form replies when a customer messages you first | First 1,000 per number each month free, then ₹0.115 |
Rates are Meta's published India rates for October 2026 and change from time to time. Your provider's invoice may show a slightly higher figure because it includes their margin.
What changed on 1 October 2026
Two changes matter for most Indian businesses:
- Service replies are no longer completely free. The first 1,000 service messages from each business phone number every month are still free. After that, each one is charged at the service rate.
- Utility templates inside the 24-hour window are now charged. Earlier, an order update sent while a chat was open cost nothing. It now costs the normal utility rate.
There is also a deadline coming up: Meta has asked India-based businesses to move their WhatsApp accounts to INR billing by 31 December 2026. If your provider still bills you in dollars, ask them when they are switching.
What is still free
- Messages your customers send you. Incoming messages are never charged.
- The first 1,000 service replies per phone number, every month.
- Chats that start from a Click-to-WhatsApp ad or a Facebook Page button open a free entry point window, during which your messages are not charged. This is one of the cheapest ways to start conversations at scale.
Worked example: a small business sending regular campaigns
Take a coaching institute in Pune with 3,000 opted-in contacts. Every month it sends one offer to everyone, plus about 2,000 fee and class reminders, and replies to around 600 student questions.
| Item | Volume | Monthly cost (before GST) |
|---|---|---|
| GoRightBiz Growth plan | 1 plan | ₹4,999 |
| Marketing messages at ₹1.09 | 3,000 | ₹3,270 |
| Utility reminders (Meta rate ₹0.115) | 2,000 | about ₹230 |
| Service replies | 600 (under the 1,000 free) | ₹0 |
| Total | about ₹8,500 a month + GST |
Notice where the money goes. The reminders, which do the most work for the institute, cost very little. The broadcast is the expensive part. That is why segmenting your list matters more than any discount on the plan.
Five ways to keep your WhatsApp bill under control
- Segment before you broadcast. Sending an offer to the 800 people who bought in the last six months usually beats sending it to all 3,000, and costs a quarter as much.
- Use the right template category. An order update is a utility message. Do not dress it up with a promotion, or Meta will classify it as marketing and charge more.
- Start conversations from ads. Click-to-WhatsApp ads put people straight into a chat inside the free entry point window.
- Reply quickly. When the customer writes first, your replies are service messages, and the first 1,000 each month are free.
- Remove numbers that never read. Contacts who have not opened a message in months still cost money every campaign and hurt your quality rating.
How GoRightBiz prices it
We publish our plans on the pricing page: ₹4,999 or ₹9,999 a month, plus ₹1.09 per marketing message. Setup, Meta business verification, your first templates and a basic chatbot are included. Before you sign up, we work out your expected monthly message cost from your actual contact list, so the first invoice has no surprises.
Frequently asked questions
Is the WhatsApp Business API free in India?
No. Meta charges per message delivered, by category. Customers messaging you are never charged, and the first 1,000 service messages per number each month are free. Your provider also charges a platform fee for the dashboard, inbox and support.
How much does one marketing message cost in India?
Meta's India rate for a marketing message is ₹0.8631 (before GST) as of October 2026. Providers usually bill it with their own margin. On GoRightBiz plans a marketing message is billed at ₹1.09.
Are utility messages still free inside the 24-hour window?
Not any more. From 1 October 2026 utility templates are charged at the regular rate, inside or outside the customer service window.
Do I pay GST on WhatsApp message charges?
Yes. Meta's rates and provider fees are quoted before tax, and GST is added on the invoice.
Sources: Meta's WhatsApp Business Platform pricing documentation, and published India rate cards for October 2026.
Want this done for your business?
Get a free growth audit. We look at your WhatsApp setup, website and how leads are followed up, then send you a short written plan with the three fixes that will bring in the most enquiries.