Who starts the conversation
If you start it, you pay per message. If the customer starts it, your reply counts as a service message and is mostly free.
Costs per message
WhatsApp Business API pricing
You pay two bills: Meta's, per message, and one for the software you send with. Below are Meta's rates for the Netherlands, what changes on October 1, 2026, and what we charge. We add no markup to Meta's message costs.
How billing works
Four things decide your bill
Meta picks the category
When Meta approves a template, it decides whether it's marketing, utility or authentication. You don't get to choose, and the rate depends on it.
1,000 free per number, per month
The free service messages are counted per WhatsApp number per month. Two numbers means two times 1,000.
Meta bills you directly
You attach a payment method to your own WhatsApp Business account. That money never passes through us, so we can't add anything to it.
What's free
What Meta doesn't charge for
The WhatsApp Business app
The app costs nothing. Per-message rates only apply on the platform that software connects to.
Messages from customers
Whatever customers send you is free, however many messages that adds up to.
Utility replies within 24 hours
An order confirmation or status update sent within 24 hours of the customer's last message is free.
Submitting a template
Meta doesn't charge to review a template. You only pay once a message is delivered.
Our price
What we add on top
A fixed monthly amount for the platform and the setup. Nothing per message, nothing per seat.
- No markup on Meta's message costs. What Meta charges, you pay Meta.
- No minimum number of seats to pay for.
- No setup fee, and you can cancel month to month.
Worked example
One month, calculated
A business with 1 WhatsApp number that sends a newsletter every month, pushes order updates, and otherwise mostly answers questions.
| 2,000 marketing messages (newsletter) | 2,000 × € 0.1323 | € 264.60 |
|---|---|---|
| 400 order updates (utility) | 400 × € 0.0414 | € 16.56 |
| 900 replies within 24 hours (service) | within the free 1,000 | € 0.00 |
| Meta, per month | € 281.16 | |
| Growth plan, per month | € 99.00 | |
| Total | € 380.16 |
All amounts exclude VAT. Send less marketing and more replies and Meta's share of that bill drops sharply.
Common questions
About WhatsApp Business API costs
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