Meta Per-Message Rates (India, approximate)
Meta charges for each template message that is delivered, at a rate set by the template's category. Meta can revise rates at the start of any quarter, so check Meta's current rate card before budgeting.
| Category | Description | Meta Wholesale Rate | Wapi Rate |
|---|---|---|---|
| Marketing | Promotions, discounts, product launches, cart reminders | ~₹0.86 / message | ₹0.86 (₹0 markup) |
| Utility | Order confirmations, shipping alerts, payment receipts | ~₹0.115 / message | ₹0.115 (₹0 markup) |
| Authentication | OTP verification codes, account recovery | ~₹0.115 / message | ₹0.115 (₹0 markup) |
| Service (replies) | Your replies inside the 24-hour window after a customer messages you | Billed per message from 1 Oct 2026 | Meta's rate (₹0 markup) |
GST Compliance & Input Tax Credit (ITC) in India
When you add your Indian billing details in Meta Business Manager, Meta levies 18% GST on message fees. Because Wapi connects your account directly via Embedded Signup, you can enter your company GSTIN in Meta's billing portal. You will receive an official tax invoice directly from Meta to claim 100% Input Tax Credit.
Frequently Asked Questions About WhatsApp API Pricing
How does WhatsApp Business API pricing work in India?
Since 1 July 2025 Meta bills per delivered template message, with the rate set by the template's category: Marketing is ~₹0.86 per message, Utility is ~₹0.115 and Authentication is ~₹0.115 in India. From 1 October 2026 Meta also bills per message for replies sent inside the 24-hour customer service window, and for utility templates sent inside that window. Messages your customers send you are free, as is everything sent within 72 hours of a Click-to-WhatsApp ad. Platform providers like Wapi charge a software fee on top to run the inbox and broadcasts.
What is Wapi's 'Zero Markup' guarantee?
Unlike legacy providers (WATI, AiSensy, Gallabox) who tack on an extra 15 to 25 paise per message, Wapi charges ₹0 markup. Meta bills your message charges directly to your own payment method at Meta's rates, while you pay Wapi a flat ₹999/month for unlimited campaigns, contacts, and team members.
Does Meta charge GST on WhatsApp messages in India?
Yes. If your Meta Business Manager is registered in India, Meta charges 18% GST on message charges. Businesses can enter their GSTIN in Meta Billing Settings to claim Input Tax Credit (ITC) on all WhatsApp messaging expenses.
Are replies to customer questions free on WhatsApp API?
Not any more. Messages customers send you are free, but from 1 October 2026 Meta charges per message for your replies inside the 24-hour customer service window (until then they were free). The old allowance of 1,000 free service conversations a month ended in November 2024. Replies within 72 hours of a Click-to-WhatsApp ad stay free. Check Meta's current rate card for the reply rate in India.
How do I pay for WhatsApp messages?
After you connect your number through Wapi, add a credit or debit card in Meta Business Suite under Billing & payments for your WhatsApp Business account. Meta bills that card directly as messages are delivered. Wapi never touches your messaging money.