Reference
History of WhatsApp Business API pricing
WhatsApp has changed how it bills four times since 2019, and it revises its rates every quarter. This is the record: what changed, the day it took effect, the figures before and after, and where each claim comes from.
Last updated: · 76 changes recorded · 50 with figures
WhatsApp API price trends
How Meta’s per-message rates have moved since the model began, market by market and category by category: each point a dated rate card, not an estimate.
Each point is a rate card Meta published on that date; the line between two points only connects them. It does not imply the price changed gradually. For the exact date and size of every change, see the pricing history.
View the numbers as a table
| Rate card | Marketing | Utility | Authentication | Business-initiated (conversation) | User-initiated (conversation) |
|---|---|---|---|---|---|
| Feb 2022 | — | — | — | $0.0483 | $0.0145 |
| Jul 2025 | $0.0604 | $0.0077 | $0.0077 | — | — |
| Oct 2025 | $0.0604 | $0.0077 | $0.0077 | — | — |
| Apr 2026 | $0.0604 | $0.0077 | $0.0077 | — | — |
| Jul 2026 | $0.0604 | $0.0077 | $0.0077 | — | — |
| Oct 2026 | $0.0604 | $0.0077 | $0.0077 | — | — |
The four pricing models
What WhatsApp charges for has changed more than what it charges. Each era below billed a different unit, so figures are only comparable within one of them.
Per message
July 1, 2025 – CurrentBilled unit: Delivered template message
Meta charges per delivered template message rather than per conversation. Utility templates sent inside an open customer service window are free, non-template messages are free, and utility and authentication earn volume discounts. Marketing is always billed and has no tiers.
Conversation-based, four categories
June 1, 2023 – July 1, 2025Billed unit: 24-hour conversation
Conversations were re-cut into marketing, utility, authentication and service, each priced separately and all four billed. Service conversations became free in November 2024, and authentication-international rates arrived in June 2024.
Conversation-based, two categories
February 1, 2022 – June 1, 2023Billed unit: 24-hour conversation
Billing moved from notifications to 24-hour conversations, split only into user-initiated and business-initiated. Each WhatsApp Business Account got 1,000 free conversations a month, and conversations opened from a Click-to-WhatsApp ad or a Page call-to-action button were free.
See the full rate card: 32 markets, 6 currencies
Meta’s published rates for this model, effective February 1, 2022. Figures are shown in the currencies Meta published the card in, exactly as printed. Nothing here is converted from another currency.
Currency:Conversation-based, two categories: USD Market Business-initiated User-initiated Argentina $0.0526 $0.0316 Brazil $0.0500 $0.0300 Chile $0.0757 $0.0454 Colombia $0.0100 $0.0060 Egypt $0.1073 $0.0644 France $0.1432 $0.0859 Germany $0.1365 $0.0819 India $0.0066 $0.0040 Indonesia $0.0316 $0.0190 Israel $0.0300 $0.0180 Italy $0.0643 $0.0386 Malaysia $0.0732 $0.0220 Mexico $0.0349 $0.0105 Netherlands $0.1485 $0.0891 Nigeria $0.0516 $0.0310 Pakistan $0.0473 $0.0142 Peru $0.0598 $0.0179 Russia $0.0663 $0.0398 Saudi Arabia $0.0325 $0.0195 South Africa $0.0280 $0.0168 Spain $0.0615 $0.0369 Turkey $0.0100 $0.0030 United Arab Emirates $0.0316 $0.0190 United Kingdom $0.0647 $0.0388 North America $0.0147 $0.0088 Rest of Africa $0.1208 $0.0363 Rest of Asia Pacific $0.0745 $0.0224 Rest of Central & Eastern Europe $0.0835 $0.0250 Rest of Latin America $0.0706 $0.0423 Rest of Middle East $0.0727 $0.0218 Rest of Western Europe $0.1324 $0.0397 Other $0.0483 $0.0145 Conversation-based, two categories: EUR Market Business-initiated User-initiated Argentina €0.0436 €0.0261 Brazil €0.0414 €0.0248 Chile €0.0627 €0.0376 Colombia €0.0083 €0.0050 Egypt €0.0889 €0.0533 France €0.1186 €0.0712 Germany €0.1131 €0.0679 India €0.0055 €0.0033 Indonesia €0.0262 €0.0157 Israel €0.0248 €0.0149 Italy €0.0532 €0.0319 Malaysia €0.0606 €0.0182 Mexico €0.0289 €0.0087 Netherlands €0.1230 €0.0738 Nigeria €0.0428 €0.0257 Pakistan €0.0392 €0.0118 Peru €0.0495 €0.0149 Russia €0.0549 €0.0329 Saudi Arabia €0.0269 €0.0161 South Africa €0.0232 €0.0139 Spain €0.0509 €0.0305 Turkey €0.0083 €0.0025 United Arab Emirates €0.0262 €0.0157 United Kingdom €0.0536 €0.0321 North America €0.0122 €0.0073 Rest of Africa €0.1001 €0.0300 Rest of Asia Pacific €0.0617 €0.0185 Rest of Central & Eastern Europe €0.0691 €0.0207 Rest of Latin America €0.0584 €0.0351 Rest of Middle East €0.0602 €0.0181 Rest of Western Europe €0.1096 €0.0329 Other €0.0400 €0.0120 Conversation-based, two categories: INR Market Business-initiated User-initiated Argentina ₹3.8550 ₹2.3130 Brazil ₹3.6646 ₹2.1987 Chile ₹5.5464 ₹3.3279 Colombia ₹0.7329 ₹0.4397 Egypt ₹7.8651 ₹4.7191 France ₹10.4984 ₹6.2990 Germany ₹10.0073 ₹6.0044 India ₹0.4843 ₹0.2906 Indonesia ₹2.3151 ₹1.3890 Israel ₹2.1987 ₹1.3192 Italy ₹4.7098 ₹2.8259 Malaysia ₹5.3655 ₹1.6096 Mexico ₹2.5565 ₹0.7669 Netherlands ₹10.8867 ₹6.5320 Nigeria ₹3.7851 ₹2.2710 Pakistan ₹3.4683 ₹1.0405 Peru ₹4.3839 ₹1.3152 Russia ₹4.8582 ₹2.9149 Saudi Arabia ₹2.3795 ₹1.4277 South Africa ₹2.0554 ₹1.2332 Spain ₹4.5044 ₹2.7026 Turkey ₹0.7329 ₹0.2199 United Arab Emirates ₹2.3165 ₹1.3899 United Kingdom ₹4.7413 ₹2.8448 North America ₹1.0768 ₹0.6461 Rest of Africa ₹8.8572 ₹2.6572 Rest of Asia Pacific ₹5.4617 ₹1.6385 Rest of Central & Eastern Europe ₹6.1166 ₹1.8350 Rest of Latin America ₹5.1716 ₹3.1030 Rest of Middle East ₹5.3284 ₹1.5985 Rest of Western Europe ₹9.7014 ₹2.9104 Other ₹3.5384 ₹1.0615 Conversation-based, two categories: IDR Market Business-initiated User-initiated Argentina IDR 750.66 IDR 450.40 Brazil IDR 713.58 IDR 428.15 Chile IDR 1,080.03 IDR 648.02 Colombia IDR 142.72 IDR 85.63 Egypt IDR 1,531.53 IDR 918.92 France IDR 2,044.30 IDR 1,226.58 Germany IDR 1,948.66 IDR 1,169.20 India IDR 94.30 IDR 56.58 Indonesia IDR 450.80 IDR 270.48 Israel IDR 428.15 IDR 256.89 Italy IDR 917.10 IDR 550.26 Malaysia IDR 1,044.79 IDR 313.44 Mexico IDR 497.81 IDR 149.34 Netherlands IDR 2,119.91 IDR 1,271.94 Nigeria IDR 737.05 IDR 442.23 Pakistan IDR 675.37 IDR 202.61 Peru IDR 853.66 IDR 256.10 Russia IDR 946.02 IDR 567.61 Saudi Arabia IDR 463.34 IDR 278.01 South Africa IDR 400.24 IDR 240.14 Spain IDR 877.11 IDR 526.27 Turkey IDR 142.72 IDR 42.81 United Arab Emirates IDR 451.07 IDR 270.64 United Kingdom IDR 923.25 IDR 553.95 North America IDR 209.68 IDR 125.81 Rest of Africa IDR 1,724.72 IDR 517.41 Rest of Asia Pacific IDR 1,063.53 IDR 319.06 Rest of Central & Eastern Europe IDR 1,191.06 IDR 357.32 Rest of Latin America IDR 1,007.04 IDR 604.23 Rest of Middle East IDR 1,037.58 IDR 311.27 Rest of Western Europe IDR 1,889.11 IDR 566.73 Other IDR 689.01 IDR 206.70 Conversation-based, two categories: GBP Market Business-initiated User-initiated Argentina £0.0379 £0.0228 Brazil £0.0361 £0.0216 Chile £0.0546 £0.0327 Colombia £0.0072 £0.0043 Egypt £0.0774 £0.0464 France £0.1033 £0.0620 Germany £0.0985 £0.0591 India £0.0048 £0.0029 Indonesia £0.0228 £0.0137 Israel £0.0216 £0.0130 Italy £0.0463 £0.0278 Malaysia £0.0528 £0.0158 Mexico £0.0252 £0.0075 Netherlands £0.1071 £0.0643 Nigeria £0.0372 £0.0223 Pakistan £0.0341 £0.0102 Peru £0.0431 £0.0129 Russia £0.0478 £0.0287 Saudi Arabia £0.0234 £0.0140 South Africa £0.0202 £0.0121 Spain £0.0443 £0.0266 Turkey £0.0072 £0.0022 United Arab Emirates £0.0228 £0.0137 United Kingdom £0.0467 £0.0280 North America £0.0106 £0.0064 Rest of Africa £0.0871 £0.0261 Rest of Asia Pacific £0.0537 £0.0161 Rest of Central & Eastern Europe £0.0602 £0.0181 Rest of Latin America £0.0509 £0.0305 Rest of Middle East £0.0524 £0.0157 Rest of Western Europe £0.0955 £0.0286 Other £0.0348 £0.0104 Conversation-based, two categories: AUD Market Business-initiated User-initiated Argentina A$0.0684 A$0.0410 Brazil A$0.0650 A$0.0390 Chile A$0.0984 A$0.0590 Colombia A$0.0130 A$0.0078 Egypt A$0.1395 A$0.0837 France A$0.1862 A$0.1117 Germany A$0.1775 A$0.1065 India A$0.0086 A$0.0052 Indonesia A$0.0411 A$0.0246 Israel A$0.0390 A$0.0234 Italy A$0.0835 A$0.0501 Malaysia A$0.0951 A$0.0285 Mexico A$0.0453 A$0.0136 Netherlands A$0.1931 A$0.1158 Nigeria A$0.0671 A$0.0403 Pakistan A$0.0615 A$0.0185 Peru A$0.0777 A$0.0233 Russia A$0.0862 A$0.0517 Saudi Arabia A$0.0422 A$0.0253 South Africa A$0.0364 A$0.0219 Spain A$0.0799 A$0.0479 Turkey A$0.0130 A$0.0039 United Arab Emirates A$0.0411 A$0.0246 United Kingdom A$0.0841 A$0.0504 North America A$0.0191 A$0.0115 Rest of Africa A$0.1571 A$0.0471 Rest of Asia Pacific A$0.0969 A$0.0291 Rest of Central & Eastern Europe A$0.1085 A$0.0325 Rest of Latin America A$0.0917 A$0.0550 Rest of Middle East A$0.0945 A$0.0283 Rest of Western Europe A$0.1720 A$0.0516 Other A$0.0627 A$0.0188 Read from Meta’s own pricing document, archived December 1, 2021. Meta: Conversation-Based Pricing (archived 1 December 2021)
Per templated message, volume-tiered
June 1, 2019 – February 1, 2022Billed unit: Delivered template message
Meta charged for each delivered templated message, priced by the recipient’s country and by how many messages were delivered to that country in the calendar month: bands running from the first 250,000 to over 25 million. Replies inside a 24-hour “Customer Care Window” opened by the user were free.
When prices can change
Meta publishes a pricing calendar, which is unusually helpful: rates may change only on the first day of a calendar quarter (1 January, 1 April, 1 July or 1 October) and never in between.
It also commits to notice: at least one month before a rate-card change, three months before adding to the pricing model, and six months before changing the model itself. The move to per-message billing in July 2025 was announced roughly nine months ahead.
So a quarter that has passed without an announcement is a quarter with no rate change, and the figures on our rate card hold until the next quarter boundary.
Every recorded change
Newest first. Rate changes show the old and new figure in US dollars, taken from Meta’s own rate cards for the quarter either side: never converted from another currency, because Meta’s local cards are not reproducible by conversion.
Nine more markets move out of their regional groups onto standalone rates: Bangladesh, Iraq, Nepal and Sri Lanka get lower utility and authentication rates, while Kazakhstan, Kuwait, Morocco, Oman and Ukraine get higher ones. All nine gain an authentication-international rate above their current regional authentication rate.
Announced ahead of time under Meta’s pricing calendar, which requires a month’s notice for a rate-card change. The figures are now published: transcribed from Meta’s own USD/EUR/… rate-card workbooks dated “effective October 1, 2026”, downloaded from the pricing page, and recorded per market below.
Service messages become chargeable, at each market’s utility and authentication rate, ending the unlimited free service conversations introduced in November 2024. Every business phone number keeps a free monthly tier of 1,000 service messages: only the 1,001st onward is billed, and the allowance does not roll over.
Confirmed on Meta’s own pricing page under the rate-card updates effective 1 October 2026 (announced 27 May 2026, with four months’ notice). A service message is a free-form, non-template reply and can still only be sent inside an open 24-hour customer service window; what changes is that sending one now costs the market’s utility rate once a phone number is past its 1,000 free service messages for the month. The free tier resets monthly and is counted per business phone number.
Utility templates sent in reply to a user inside the open 24-hour customer service window become chargeable, having been free since 1 July 2025. They now bill at the market’s utility rate like any other utility message.
Part of the same 1 October 2026 rate-card update (announced 27 May 2026). Until 30 September 2026 a utility template delivered inside an open service window was free; from 1 October the window no longer waives its cost.
Beyond the nine markets going standalone, the October card also raised marketing rates in Mexico, Saudi Arabia, the United Arab Emirates and the Rest of Asia Pacific and Rest of Middle East regions, and utility and authentication rates in Pakistan, Peru and South Africa.
How this was checked
Diffed between Meta’s own USD rate cards effective 1 July 2026 and 1 October 2026, both downloaded from Meta’s pricing page. Meta’s October narrative enumerated only the nine markets becoming standalone and prefaced that list with “at least the markets Meta will move out”, so these additional moves are read from the rate-card figures themselves rather than from the narrative.
United Arab Emirates marketing rate rose 15%.
0.04990.0576USD
How this was checked
Diffed between Meta’s own USD rate cards effective 1 July 2026 and 1 October 2026. Not named in Meta’s October narrative (which listed only the nine markets becoming standalone); recorded from the rate-card figures.
Saudi Arabia marketing rate rose 15%.
0.05010.0576USD
How this was checked
Diffed between Meta’s own USD rate cards effective 1 July 2026 and 1 October 2026. Not named in Meta’s October narrative (which listed only the nine markets becoming standalone); recorded from the rate-card figures.
Mexico marketing rate rose 30%.
0.03050.0397USD
How this was checked
Diffed between Meta’s own USD rate cards effective 1 July 2026 and 1 October 2026. Not named in Meta’s October narrative (which listed only the nine markets becoming standalone); recorded from the rate-card figures. This reverses the 30% cut Meta made on 1 October 2025.
Rest of Asia Pacific marketing rate rose 15%.
0.07320.0842USD
How this was checked
Diffed between Meta’s own USD rate cards effective 1 July 2026 and 1 October 2026. Not named in Meta’s October narrative; recorded from the rate-card figures. The regional rate rose as four cheaper markets (Bangladesh, Nepal, Sri Lanka, Kazakhstan) left the Rest of Asia Pacific group for standalone rows.
Rest of Middle East marketing rate rose 15%.
0.03410.0392USD
How this was checked
Diffed between Meta’s own USD rate cards effective 1 July 2026 and 1 October 2026. Not named in Meta’s October narrative; recorded from the rate-card figures. The regional rate rose as Iraq, Kuwait and Oman left the Rest of Middle East group for standalone rows.
Pakistan utility and authentication rates rose 50%.
0.010.015USD
How this was checked
Diffed between Meta’s own USD rate cards effective 1 July 2026 and 1 October 2026. Not named in Meta’s October narrative; recorded from the rate-card figures.
Peru utility and authentication rates rose 50%.
0.020.03USD
How this was checked
Diffed between Meta’s own USD rate cards effective 1 July 2026 and 1 October 2026. Not named in Meta’s October narrative; recorded from the rate-card figures.
South Africa utility and authentication rates rose 25%.
0.00760.0095USD
How this was checked
Diffed between Meta’s own USD rate cards effective 1 July 2026 and 1 October 2026. Not named in Meta’s October narrative; recorded from the rate-card figures.
Meta Business Agent messages begin billing on token usage rather than per message, at roughly USD 2 per million tokens.
How this was checked
Reported consistently across BSP documentation; Meta’s own page not captured from this repository.
Billing localization for Brazil: eligible customers can create WhatsApp Business Accounts denominated in Brazilian reais, invoiced by Meta’s local entity. Existing accounts must migrate by 30 June 2027.
Hong Kong, Hungary, Poland, Qatar, Romania and Singapore move out of their regional groups onto standalone rates, and their volume tiers become market-specific rather than counting toward the region’s.
Hong Kong utility and authentication rates rose 130%.
0.01130.026USD
How this was checked
Diffed against Meta’s USD rate card effective 1 July 2026; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
Hungary utility and authentication rates rose 65%.
0.02120.035USD
How this was checked
Diffed against Meta’s USD rate card effective 1 July 2026; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
Italy marketing rate rose 15%.
0.06910.0795USD
How this was checked
Diffed against Meta’s USD rate card effective 1 July 2026; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
Poland utility and authentication rates fell 42%.
0.02120.0122USD
How this was checked
Diffed against Meta’s USD rate card effective 1 July 2026; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
Poland marketing rate fell 57%.
0.0860.0366USD
How this was checked
Diffed against Meta’s USD rate card effective 1 July 2026; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
Qatar utility and authentication rates rose 32%.
0.00910.012USD
How this was checked
Diffed against Meta’s USD rate card effective 1 July 2026; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
Romania utility and authentication rates rose 37%.
0.02120.029USD
How this was checked
Diffed against Meta’s USD rate card effective 1 July 2026; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
Singapore utility and authentication rates rose 42%.
0.01130.016USD
How this was checked
Diffed against Meta’s USD rate card effective 1 July 2026; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
Spain marketing rate rose 15%.
0.06150.0707USD
How this was checked
Diffed against Meta’s USD rate card effective 1 July 2026; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
United Kingdom marketing rate rose 20%.
0.05290.0635USD
How this was checked
Diffed against Meta’s USD rate card effective 1 July 2026; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
Eight new billing currencies introduced: Argentine peso, Chilean peso, Colombian peso, Malaysian ringgit, Peruvian sol, Saudi riyal, Singapore dollar and UAE dirham.
Saudi Arabia’s marketing rate rose, India’s authentication-international rate rose, Pakistan’s utility and authentication rates rose, and Turkey’s fell.
India authentication-international rate rose 9%.
0.0280.0304USD
How this was checked
Diffed against Meta’s USD rate card effective 1 October 2025; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
Pakistan utility and authentication rates rose 85%.
0.00540.01USD
How this was checked
Diffed against Meta’s USD rate card effective 1 October 2025; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
Saudi Arabia marketing rate rose 10%.
0.04550.0501USD
How this was checked
Diffed against Meta’s USD rate card effective 1 October 2025; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
Turkey utility and authentication rates fell 83%.
0.00530.0009USD
How this was checked
Diffed against Meta’s USD rate card effective 1 October 2025; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026.
A separate pricing policy takes effect for “AI Providers” building on the WhatsApp Business Platform. Updated 12 May 2026.
Billing localization for India: eligible customers bill in rupees, invoiced locally. Existing accounts must migrate by 31 December 2026.
India’s marketing rate rose; France and Egypt’s fell; North America’s utility and authentication rates fell.
Egypt marketing rate fell 40%.
0.10730.0644USD
How this was checked
Diffed against Meta’s USD rate card effective 1 October 2025; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026. Attributed to this date from Meta’s own “Previous rate card updates” list, which names the quarter each market moved in. Our two cards bracket the window rather than sit either side of it.
France marketing rate fell 40%.
0.14320.0859USD
How this was checked
Diffed against Meta’s USD rate card effective 1 October 2025; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026. Attributed to this date from Meta’s own “Previous rate card updates” list, which names the quarter each market moved in. Our two cards bracket the window rather than sit either side of it.
India marketing rate rose 10%.
0.01070.0118USD
How this was checked
Diffed against Meta’s USD rate card effective 1 October 2025; the earlier figure comes from a transcribed April 2026 workbook, corroborated against Meta’s own changelog on all nine markets it names as changing on 1 July 2026. Attributed to this date from Meta’s own “Previous rate card updates” list, which names the quarter each market moved in. Our two cards bracket the window rather than sit either side of it.
Colombia’s utility and authentication rates rose, Mexico’s marketing rate fell, the UAE’s rose, and Argentina, Egypt and Saudi Arabia saw reductions.
Argentina utility and authentication rates fell 10%.
0.02890.026USD
How this was checked
Diffed between Meta’s USD rate cards effective 1 July 2025 and 1 October 2025.
Colombia utility and authentication rates rose 300%.
0.00020.0008USD
How this was checked
Diffed between Meta’s USD rate cards effective 1 July 2025 and 1 October 2025.
Egypt utility and authentication rates fell 31%.
0.00520.0036USD
How this was checked
Diffed between Meta’s USD rate cards effective 1 July 2025 and 1 October 2025.
Mexico marketing rate fell 30%.
0.04360.0305USD
How this was checked
Diffed between Meta’s USD rate cards effective 1 July 2025 and 1 October 2025.
Saudi Arabia utility and authentication rates fell 7%.
0.01150.0107USD
How this was checked
Diffed between Meta’s USD rate cards effective 1 July 2025 and 1 October 2025.
United Arab Emirates marketing rate rose 30%.
0.03840.0499USD
How this was checked
Diffed between Meta’s USD rate cards effective 1 July 2025 and 1 October 2025.
Billing moves from 24-hour conversations to individual delivered template messages.
Announced roughly nine months ahead. Under the pricing calendar Meta later published, a change of pricing model requires six months’ notice.
Utility templates delivered inside an open 24-hour customer service window become free.
Volume tiers introduced for utility and authentication: six bands discounting up to 25% off the list rate, accrued monthly across a business portfolio. Marketing is excluded.
Utility and authentication rates are updated across several markets. From this card onward the two categories carry an identical list rate in every market.
This is why a rate table built before mid-2025 shows different utility and authentication figures. The convergence was not a single event: authentication rates in at least the nine authentication-international markets had already come down by 1 February 2025, so a table showing the two still far apart is older than that.
How this was checked
Meta’s wording for this date is “update our utility and authentication rates across several markets”. That the two categories end up identical everywhere is read directly from Meta’s July 2025 USD card. This entry deliberately does not claim the whole convergence happened on this date. See the detail note.
Egypt authentication-international rate fell 22%.
0.08330.065USD
How this was checked
Diffed between third-party reproductions of Meta’s February 2025 and April 2025 authentication-international tables. Corroborated against Meta’s own July 2025 USD card, where all nine auth-international figures in the April table match to four decimal places, and against Meta’s own changelog, which names exactly these four markets: “Effective April 1, 2025, we are lowering our authentication-international rates in Egypt, Nigeria, Pakistan and South Africa.”
Nigeria authentication-international rate fell 25%.
0.09980.075USD
How this was checked
Diffed between third-party reproductions of Meta’s February 2025 and April 2025 authentication-international tables. Corroborated against Meta’s own July 2025 USD card, where all nine auth-international figures in the April table match to four decimal places, and against Meta’s own changelog, which names exactly these four markets: “Effective April 1, 2025, we are lowering our authentication-international rates in Egypt, Nigeria, Pakistan and South Africa.”
Pakistan authentication-international rate fell 42%.
0.12860.075USD
How this was checked
Diffed between third-party reproductions of Meta’s February 2025 and April 2025 authentication-international tables. Corroborated against Meta’s own July 2025 USD card, where all nine auth-international figures in the April table match to four decimal places, and against Meta’s own changelog, which names exactly these four markets: “Effective April 1, 2025, we are lowering our authentication-international rates in Egypt, Nigeria, Pakistan and South Africa.”
South Africa authentication-international rate fell 29%.
0.0280.02USD
How this was checked
Diffed between third-party reproductions of Meta’s February 2025 and April 2025 authentication-international tables. Corroborated against Meta’s own July 2025 USD card, where all nine auth-international figures in the April table match to four decimal places, and against Meta’s own changelog, which names exactly these four markets: “Effective April 1, 2025, we are lowering our authentication-international rates in Egypt, Nigeria, Pakistan and South Africa.”
Authentication-international rates lowered in four of the seven markets that had gained them in February.
Authentication-international rates extended to seven more markets across Asia-Pacific and EMEA: Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa and the UAE. Domestic authentication rates in those markets came down at the same time.
The domestic authentication figures published for these markets on this date are the ones still on the card in July 2025, which is why the July 2025 update did not move them again.
Service conversations become free and unlimited, superseding the 1,000 free conversations a month each account had received since 2022.
Marketing conversation rates updated in India, Saudi Arabia, the United Arab Emirates and the United Kingdom.
Per-conversation rates, in the four-category model then in force. Meta’s wording is “updated”; third-party reporting has the first three rising and the UK falling. One anchor figure is reported: India’s marketing rate rose from 0.0099 to 0.0107 USD (TechCrunch, on Meta’s update), and that 0.0107 carried unchanged into the per-message card that replaced conversation pricing on 1 July 2025. The era’s full per-market cards are not yet recovered at published-digit fidelity, so this is recorded as an event rather than as figures.
Utility conversation rates lowered across several markets.
Per-conversation rates. One anchor figure is reported: India’s utility rate fell from 0.0042 to 0.0014 USD (TechCrunch, on Meta’s update), a 67% cut. The era’s full per-market cards are not yet recovered at published-digit fidelity, so this is recorded as an event rather than as figures.
Authentication-international rates introduced: a separate, higher authentication price for messages to users in certain markets.
Conversations are re-cut from user- and business-initiated into marketing, utility, authentication and service, each with its own rate.
Billing moves from individual notifications to 24-hour conversations, with 1,000 free conversations a month per account and free entry-point conversations from Click-to-WhatsApp ads.
The first published price list: per delivered template message, priced by country and by monthly volume band, with a free 24-hour customer care window.
Reuse this table
Pick the rows you need, then take them as an embed, an image or raw data. Every format carries the credit line the licence asks for. That is the only condition.
Paste this into any page or CMS. Self-contained HTML with inline styles, no script and no iframe, so it works behind a strict content-security policy and search engines can read it.
What is missing
Rate figures start in April 2025. Before that we have the model changes and their dates but not complete rate cards: specifically nothing between February 2022 and May 2023, and no card for the four quarterly updates during 2024. Those entries are recorded without figures rather than filled in with estimates. If you hold an archived Meta rate card from that period, get in touch.
Get this data
This history is machine-readable as well as browsable, under the same licence: credit WhaTools and link back.
- RSS feed
/changes.xmlOne item per dated change, linking straight to the entry. Subscribe and a rate change reaches you without your having to check.
- JSON
/api/data/changes.jsonThe whole ledger with provenance and sources, plus Meta’s pricing calendar and the four eras. CORS-open, so a browser can fetch it directly.
- All datasets
/api/dataThe same for the rate card and the limits table, with an index listing all three.
Also mirrored on Hugging Face, Kaggle, GitHub.
Related
Reusing this history: the ledger as compiled here is published under CC BY 4.0. Quote or republish it anywhere, as long as you credit WhaTools and link back to this page. The underlying prices and announcements are Meta’s; what is licensed here is our compilation, its dating and its sourcing.