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Meta Pricing Update
Meta is introducing significant changes to WhatsApp Business Platform pricing to create a more streamlined and value-driven messaging experience. Find the latest updates on pricing below.
Meta's Per Message Pricing
- New Currency: Meta is introducing MXN (Mexico) as a new currency from January, 2026.
- Marketing Messages Rates: Lowered for France and Egypt; and increased for India
- Utility and Authentication Messages Rates: Lowered for North America.
Effective January 1, 2026 at 12 AM by WhatsApp Business Account timezone, the rates below will apply
- Increased marketing message rates for United Arab Emirates.
- Increased utility and authentication message rates for Colombia.
- Decreased marketing message rates for Mexico.
- Decreased utility and authentication message rates for Saudi Arabia, Argentina, and Egypt.
- Zimbabwe is now mapped to our "Rest of Africa" region vs. "Other". Messages delivered to WhatsApp users with a +263 country calling code (Zimbabwe) will now be charged "Rest of Africa" rates.
Effective October 1, 2025 at 12am by WhatsApp Business Account timezone, the rates below will apply
- Meta will charge on a per-message basis instead of per-conversation, to simplify pricing and better align to industry standard-pricing for messaging.
- Utility template messages sent in response to a user's message (thus within an open customer service window) will become free, to provide more flexibility to businesses in how they engage with users.
- Utility and Authentication rates across several markets have been updated as part of continued efforts to ensure prices are on-par with alternative channels.
- Introduced volume tiers for Utility and Authentication to incentivize and reward growth on the platform. Businesses can automatically unlock more attractive pricing as they reach higher volume tiers.
Below are the rates, effective 1st July, 2025
Effective 1st April , 2025, Meta is lowering our authentication-international rates in Egypt, Nigeria, Pakistan and South Africa, as part of continued efforts to ensure prices are on-par with alternate channels.
Below are the updated rates, effective 1st April, 2025
- Cost per conversation in USD on the WhatsAppBusiness Platform.
- This reflects future updates to rates.
- Effective Feb. 1, 2025 - Updated authentication and authentication-international rates will apply in Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa, and United Arab Emirates.
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Terms and Conditions of the Agreement :-
- The Meta prices mentioned herein above are subject to change by Meta. please refer to this link for pricing details: Meta Pricing. The Gupshup charge applied to the Meta Price shall be an absolute amount unless otherwise specified as a percentage.
- The volume-based discount structure may apply as the case may be, whose pricing will be calculated from the standard base rate and adjusted as per applicable slabs. Please refer to this link for detailed information Discount Slab Structure.
- For messages sent to countries not listed in the above pricing table, the absolute rate shall apply.
- All invoices/ undisputed portions of the invoice shall be paid within 30 days of receipt of invoice, overdue shall be liable for interest at the Prime Lending Rate under the applicable law. Payment terms shall be governed by the Master Services Agreement (MSA), if executed between the parties. In the absence of the MSA, the Payment terms set forth in the Sales Order/Addendum (Agreement) shall apply.
- Customer shall notify Gupshup via email at invoice@gupshup.io of any discrepancy in the invoice within seven (7) business days of receipt of such invoice, thereafter it shall be deemed to be accepted towards the payment of such invoice.
- In the event of any discrepancy raised in terms of the above clause, the same shall not delay the payment of the non-disputed portion of the invoiced amounts.
- Parties shall have a right to terminate the services or portion of the service, at any time by giving not less than 30 (thirty) days prior written notice to the other Party.
- If any disputes, differences or questions, which may arise at any time between the Customer and Gupshup in connection with the provisions of the Agreement or performance of any obligations or enforcing any rights and/or liabilities of the Parties to the Agreement, the Parties hereto shall endeavor to settle such dispute amicably. The state courts of the Gupshup’s contracting entity shall have jurisdiction over the matter.
- In the event of violation of services by the Customer/ End Users and/or the financial crisis of the Customer’s Company, then in such a situation Gupshup reserves a right to suspend its services and the dues becomes payable immediately.
- In the event that self-verified/Apostilled copies of the KYC document are not submitted, the Customer shall provide the same to the Gupshup along with the Agreement. Any changes to the KYC / contact person details the same shall be notified in writing to the other party within 30 days of such change.
