Meta’s rates in India
Meta charges for messages on the WhatsApp Business Platform per delivered message, by category, and bills the business’s own WhatsApp account. The rates for India from 1 Oct 2026, before 18% GST:
| Category | What it is | Rate per message |
|---|---|---|
| Service | A reply while the customer’s 24-hour window is open | 1,000 free a month per number, then ₹0.115 |
| Utility | An update or reminder about something the customer asked for | ₹0.115 |
| Authentication | A one-time code | ₹0.115 |
| Marketing | An offer, announcement or invitation | ₹0.8631 |
What changed on 1 October 2026
Until 30 September 2026, replies inside the 24-hour window were free, and so were utility templates sent inside it. From 1 Oct 2026, every number gets 1,000 free service messages a month, and each one after that is charged at the utility rate; utility templates are charged inside the window too. A number without a payment method on its WhatsApp account stops having replies delivered once they’re charged.
How the calculator works
- Per number. The free service messages are per phone number, per calendar month, and don’t carry over.
- Templates are counted as sent outside the window, which is when a business needs them.
- The standard rate. At very high monthly volumes, Meta’s volume tiers lower the utility and authentication rates; this calculator uses the standard rate.
- Free entry points. When a customer messages you from a Click to WhatsApp ad or a Facebook Page button, and you reply within 24 hours, messages in the next 72 hours are free. The calculator doesn’t count that.
- Orders. If you type orders, the calculator counts 11 service messages for each: what a full order on Sellly sends, measured from the product (9 messages to the customer and 2 alerts to the owner). Your own number may differ.
- Provider fees are separate. Most businesses use the Platform through a provider, which charges its own subscription; some also add a margin to Meta’s rates.
Rates from Meta’s rate card for India, checked 2 Oct 2026. This is an estimate, not a bill: Meta’s invoice to your WhatsApp account is the final word.
Questions
Does the WhatsApp Business app cost anything?
No. The app is free, and these charges don’t apply to it. They’re for the WhatsApp Business Platform, which software uses to send messages for a business.
Who bills me for these messages?
Meta, to the WhatsApp business account your number belongs to, on a card you add there. With Sellly, that bill is between you and Meta: Sellly never sees it and adds nothing to it.
How many orders fit in the free messages?
About 90 a month, at 11 messages an order.
Why is marketing so much more expensive?
Meta prices messages a customer didn’t ask for higher than updates they’re waiting for. Marketing templates also need the customer’s agreement first.
Where Sellly fits
Sellly sends replies and updates for every order, booking and plan, and counts the messages your number sends against the free allowance, on Home. Meta bills your own account; Sellly adds nothing to messages. See Sellly’s pricing.
Sources
- Pricing on the WhatsApp Business Platform (Meta for Developers)
- Pricing updates for non-template (service) messages (Meta for Developers)
- Template categories (Meta for Developers)
- Sending messages and the customer service window (Meta for Developers)