Marketing
Promotions and announcements. Always billed, regardless of an open conversation window.
Free tool
WhatsApp Business Pricing Calculator
Meta charges you directly for the WhatsApp messages your business sends — separate from what you pay Parlario. Enter your monthly volume by message type to estimate what Meta bills you today, and after the October 1, 2026 pricing update.
Not affiliated with Meta · estimate only, your actual invoice comes from Meta
Country
ℹ Picking a country fills in Meta's published list rate (the base rate before volume discounts), read from Meta's own rate calculator ↗. Sending more messages per month unlocks lower tiered rates for utility/authentication on that same page — and rates can change, so it's worth double-checking there or in your WhatsApp Manager before relying on this. Edit the fields below any time.
Marketing Always charged
Promotions, announcements, and any template outside a support reply — billed every time, whether the customer replied recently or not.
Utility & Authentication Charged outside the 24h window
Order updates, appointment reminders, and one-time codes sent outside an open 24-hour customer service window.
Meta's rate card groups these three categories under one shared rate per market — enter it once here.
Utility inside the window & Service Free today Billable Oct 1, 2026
Free-form replies from your team or your AI agent, and utility templates sent while a 24-hour customer service window is already open. Free until October 1, 2026 — billable at the utility/authentication rate above from that date on.
The rates above are Meta's current published list rates, pulled from Meta's own rate calculator ↗ — bookmark that page to check for updates or to look up a market not listed here, or see the full rate card documentation ↗. Utility and authentication messages unlock lower tiered rates at higher monthly volume; edit any field above to match your own numbers.
How it works
What Meta actually charges for
WhatsApp Business Platform pricing is per message, based on category and the recipient's country — set directly by Meta, not by Parlario.
Utility & authentication
Order updates, reminders, one-time codes. Billed outside the 24-hour window; free inside it today — billed there too from Oct 1, 2026.
Service (free-form)
Regular replies from your team or your AI agent, inside the 24-hour window opened by the customer. Free today — billed from Oct 1, 2026.
Free entry point (72 hours)
Someone writes from a Click to WhatsApp ad or a Facebook Page WhatsApp button, and you answer within 24 hours: every message for the next 72 hours is free. This one survives Oct 1, 2026 — but miss those first 24 hours and the conversation is billable from its first message. Replying fast to an ordinary enquiry doesn't make it free: only ads and Page buttons open this window. Meta's source.
Timeline
How this pricing got here — and where it's going
July 1, 2025
Per-message pricing replaces conversation-based pricing
Meta stopped billing per 24-hour conversation and started charging per template message delivered, based on category and the recipient's country.
October 1, 2025
Volume-tier webhooks activate
Utility and authentication messages started unlocking lower per-message rates at higher monthly volumes, tracked at the business-portfolio level.
August 1, 2026
Meta Business Agent billed per token
If a business uses Meta's own hosted AI agent (not a third-party AI agent like Parlario's), Meta bills roughly $2.00 USD per 1M tokens — about 4–5¢ per message — instead of a flat per-message fee. This does not apply to messages sent by Parlario's AI agent.
October 1, 2026
Service messages and in-window utility become billable
Free-form service messages (free since November 2024) and utility templates sent inside an open 24-hour window (free since July 2025) start being charged, at the same rate as utility/authentication messages in that market. The 72-hour free window from Click-to-WhatsApp ads still applies.
FAQ
Questions? Answered.
No. Your Parlario subscription is the only charge you see from us. WhatsApp messages are billed by Meta directly to your own Meta Business account — Parlario connects your own number, but never sees or marks up Meta's messaging charges.
Keep this cost down
Parlario counts what your number sends and shows it to you inside the app, split by what Meta charges for and by who sent it — your AI agent, your team, or automatic messages. You can set a monthly limit, by money or by number of messages, and have Parlario warn you or pause the AI agent when you reach it. Your pipeline also shows which conversations need a paid template to re-open.
See Parlario plansNot sure what your volume looks like?
Tell us how many customers write to you a month, and we'll help you estimate your real Meta messaging cost alongside your Parlario plan.
Talk to salesSources: Meta's interactive rate calculator (country rates), and Meta for Developers — Pricing on the WhatsApp Business Platform and Upcoming pricing updates for Meta Business Agent, service and utility messages. Reviewed September 2026 — Meta may update rates, tiers, and dates at any time; bookmark those links for the latest numbers.