On WhatsApp, you are billed per message sent. The rate depends on two factors: the template category (Marketing or Utility) and the recipient's country, determined by their phone number's country code.
Two rules complete this principle:
Only messages that are actually delivered are billed.
Incoming messages are free: you never pay to receive.
Rates in euros, per delivered message:
Market | Marketing (ā¬) | Utility (ā¬) |
|---|---|---|
France | 0.1212 | 0.0348 |
Germany | 0.1631 | 0.0556 |
Spain | 0.1009 | 0.0266 |
Italy | 0.1072 | 0.0348 |
Netherlands | 0.1823 | 0.0514 |
North America (Canada, United States) | 0.0707 | 0.0128 |
United Kingdom | 0.0938 | 0.0282 |
Rest of Western Europe (Belgium, Switzerland, Portugal...) | 0.0990 | 0.0242 |
Rest of Central and Eastern Europe | 0.1212 | 0.0275 |
United Arab Emirates | 0.0915 | 0.0230 |
Saudi Arabia | 0.0876 | 0.0188 |
Israel | 0.0792 | 0.0144 |
Turkey | 0.0590 | 0.0144 |
Rest of Middle East | 0.0782 | 0.0175 |
Brazil | 0.1018 | 0.0156 |
Mexico | 0.0753 | 0.0171 |
Argentina | 0.1012 | 0.0316 |
Chile | 0.1236 | 0.0266 |
Colombia | 0.0604 | 0.0108 |
Peru | 0.1082 | 0.0266 |
Rest of Latin America | 0.1112 | 0.0194 |
India | 0.0599 | 0.0112 |
Indonesia | 0.0841 | 0.0308 |
Malaysia | 0.1212 | 0.0216 |
Pakistan | 0.0892 | 0.0145 |
Rest of Asia-Pacific | 0.1106 | 0.0194 |
Egypt | 0.1033 | 0.0130 |
Nigeria | 0.0928 | 0.0156 |
South Africa | 0.0814 | 0.0163 |
Rest of Africa | 0.0686 | 0.0133 |
Russia | 0.1164 | 0.0431 |
Other countries | 0.1000 | 0.0164 |
These rates are set by Meta and passed on to you at cost. They may change.
Promotions, product launches, abandoned cart reminders, win-back, seasonal campaigns. Any commercial communication falls into this category and requires the contact's opt-in.
Order confirmations, shipping updates, return notifications, subscription reminders. These messages must be tied to a concrete customer action and cannot contain any promotional content.
As soon as a customer sends you a message, a 24-hour window opens. It resets with every new message from the customer. During this window, the following are free:
Your free-form messages (text, images, audio, documents), with no limit.
Your Utility templates sent within this window.
When a user starts a conversation from a Click-to-WhatsApp ad (Facebook or Instagram) or from the "Send message" button on a Facebook Page, a free 72-hour window opens. All messages sent within this window, templates included, are free of charge.
WhatsApp marketing is not allowed in the United States. Utility messages and customer support remain possible.
Categorize your templates correctly. An order confirmation or a shipping update belongs to the Utility category, which has a lower rate.
Segment your sends. Target by engagement or purchase history rather than sending to your entire base.
Group your information. Every template sent is billed: favor one complete message over several consecutive sends.
Leverage inbound conversations. Chat widget, QR codes, Magic Links: every conversation started by the customer opens a free service window.
Your WhatsApp bill is separate from your Kanal subscription. It corresponds to the conversation fees owed to Meta, which Kanal pays on your behalf and re-invoices to you through a billing threshold and auto-refill system.
To estimate a campaign budget, understand a line on your invoice or check how your templates are categorized, contact our team via the chat in your Kanal interface.
