What are WhatsApp's four message types, and how is each priced?
Updated 30 September 2026
The four types are marketing, utility, authentication and service. In India from 1 October 2026, marketing costs ₹0.8631 a message; utility, authentication and service cost ₹0.115, with 1,000 service messages free a month per number.
- Marketing, utility and authentication are template messages. Service means the free-form replies you send inside the 24-hour window.
- The price depends on the type and the customer's country calling code. Only delivered messages are charged.
- An order confirmation is utility. An offer is marketing, and so is an order update with a promo added.
- Meta can move a template to another category. You pay the category applied at the time you send it.
Send order messages without sorting message types
Menuthere sends your order updates, broadcasts and comeback messages on WhatsApp and submits the templates its automatic messages need to Meta for you. Meta bills its per-message fee to your own account; Menuthere takes no cut.
India price per delivered message from 1 October 2026
| Type | Used for | Price in India |
|---|---|---|
| Marketing | Offers and promotions | ₹0.8631 |
| Utility | Order confirmations and updates | ₹0.115 |
| Authentication | One-time codes | ₹0.115 |
| Service | Replies inside the 24-hour window | ₹0.115 after 1,000 free a month |
Rates for other countries are on the WhatsApp Business API cost page.
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Sources (2)
- Pricing on the WhatsApp Business Platform, Meta for Developers, updated 28 September 2026
- WhatsApp Business Platform pricing, WhatsApp Business, read 30 September 2026