Everything You Need to Know About WhatsApp for Business API Pricing

WhatsApp has become a leading communication tool for businesses across varying domains. With more businesses and brands using WhatsApp Business to communicate with their customers, the need to communicate in an organized manner using WhatsApp Business API tools has become increasingly important.

With the launch of new features like WhatsApp Catalogues, Payments, Chatbots, and so on the application has become a super app. That's why it's important for you to know about the cost-effective WhatsApp Business pricing plans so that you can implement this API into your business operations.

WhatsApp Business API pricing model explained

The WhatsApp for business API pricing plan differs based on the country code of the user. There are four types of conversations. However, before we get into the types of conversations, let’s understand user-initiated conversations and business-initiated conversations.

When customers initiate a conversation, businesses can freely send messages to them for a 24-hour session. If a customer doesn’t initiate conversations, businesses can initiate conversations using pre-approved WhatsApp template messages. WhatsApp charges business-initiated template messages and messages that are sent after the 24-hour user-initiated session window.

Business-initiated conversation in WhatsApp Business

A business-initiated conversation is one that is initiated by a business. Businesses can initiate the conversation with customers using pre-written template messages that should be pre-approved by WhatsApp. Generally, business-initiated conversations include notifications, reminders & alerts. 

These notifications can either be proactive or reactive. Proactive notifications are sent to customers after a predefined event has occurred. Reactive notifications are sent to customers based on current events like a sales campaign, promotions, etc. WhatsApp only sends notifications to customers for users who have opted in to receive them. These users have made an active choice to receive these notifications.

To know more about opt-ins and how important it is for your business. Read about WhatsApp Opt-Ins: A Complete Guide to Get User Consent

User-initiated conversation in WhatsApp Business

A user-initiated conversation is one where the customer initiates the conversation. For example, if a customer clicks on a Facebook ad that directs them to the business WhatsApp number, then it would be considered as a user-initiated conversation. The moment the customer initiates the conversation, a 24-hour session will start. During this 24-hour period, businesses can freely send free-form messages to users. Businesses can also use rich-text, media and files to provide a customized experience.

The four horsemen of great WhatsApp conversations

Meta charges for the number of conversations that you have with a user/customers. As mentioned in the beginning of this article, there are four types of conversations. The first three types of conversations are started by the business, while the fourth type begins when the user reaches out.

1. Marketing

These are messages sent by a business to share information like offers, updates, or invitations. Examples include announcing a new product, promoting a limited-time deal, or reminding users about items left in their cart.

2. Utility

Utility conversations help keep customers informed about their transactions or provide updates after a purchase. These include opt-in confirmations, order or delivery updates, account-related alerts such as payment reminders, and even feedback requests.

3. Authentication

This type is used to confirm a user’s identity. A common example is when users receive a one-time password to log in, reset a password, or verify their account.

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4. Service request

This one is different from the others as it starts when a customer contacts the business. These are customer support-related messages or general queries. Businesses can respond to these user-initiated messages for free within a 24-hour window using non-template messages.

Until now, Meta charged businesses per conversation. But starting from 1st April 2025, the WhatsApp for Business API pricing model will change. Instead of charging per conversation, businesses will be charged per message for template messages. Here’s how the new charges will apply:

• Each delivered marketing template message will be charged
• Each delivered authentication template message will be charged
• Each delivered utility template message will be charged if it’s sent outside the customer service window.

When a WhatsApp user sends a message, a 24-hour customer service window opens. If it’s already open, it gets refreshed. During this time, businesses can reply to the user without extra charges using non-template messages.

Let’s say you send one marketing message followed by two utility messages. That would count as three separate charges. But if the utility messages are sent while the 24-hour customer service window is still open, only the marketing message will be charged. The utility messages would not be charged in that case.

In short, utility messages sent within an open customer service window will be free

Benefits of using WhatsApp for Business API for companies

While there are numerous benefits to using WhatsApp for Business API across industries, here are a few key advantages:

1. Chatbot capabilities

Anyone who sets up WhatsApp for business knows it’s a hit with customers. But with more customers comes more messages, and your service team is soon overwhelmed. This is where WhatsApp Business API’s automation comes in. With features like  WhatsApp chatbots, you can quickly set up an automated FAQ bot to handle common questions. This reduces your team's workload and helps keep customers happy without taking too much time.

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2. Supports multimedia

Plain text can be boring and won’t grab your audience’s attention. But multimedia content can! As per Forbes, content with visuals gets 94% more open rates than text-only content. WhatsApp Business API supports rich media, such as images, videos, audio, and documents. You can incorporate these into your marketing campaigns to boost engagement and drive more sales for your business.

3. Send targeted messages

WhatsApp Business API enables you to send personalized messages at the right time. You can create targeted/specific campaigns that connect with your audience based on where they are in the buying journey. Whether it’s to follow up, share offers, or provide reminders, sending messages this way keeps your communication relevant and timely.

4. Send bulk messages

If you have an upcoming sale or want to share an offer, you don’t need to message people one by one. Instead with WhatsApp API, you can do bulk messaging, wherein you can reach many customers at once. Since WhatsApp messages often appear right on the lock screen, they’re hard to miss. This gives you a much better chance of getting a response than with email.

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5. Run click-to-WhatsApp ads

Another great feature of the WhatsApp Business API is the ability to run Click-to-WhatsApp ads. This lets you meet customers where they already are, like on Facebook. When they click on your ad, they’re directed straight to a WhatsApp chat with your team. From there, you can engage, qualify, and convert leads in real time while automatically capturing important details like names and phone numbers. 

Click to read how Qatar Insurance Company and Hugg boosted their conversion rates and improved the customer experience with WhatsApp Business API.

Pricing structure of WhatsApp for Business API

As mentioned earlier, the WhatsApp for Business API pricing depends on the Business Platform Service (BPS) provider you choose. Each provider offers different features and price points. Gallabox has four plans: Starter, Growth, Scale and Custom. Each plan is created to cater to specific business needs and team sizes.

1. Starter Plan

This is the most basic plan. It allows you to send up to 10,000 broadcast messages per day and supports up to three users. You can use your mobile number to send or respond to messages. Some of the key features in this plan include:

• Broadcast and auto-response setup
• Contact segmentation
• Access to over 500 WhatsApp message templates
• A shared team inbox with collaboration tools

Best for- Teams that want a simple way to send promotional messages and offers quickly.

2. Growth Plan

This is the most popular plan offered by Gallabox. It includes everything from the Starter Plan, along with more features. You can add up to six users and build up to five custom chatbots using a simple drag-and-drop interface. This plan also includes a translation feature that lets you communicate with customers in their native language.

Additional features-

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• Build custom chatbots and connect them to tools like Google Sheets, Razorpay and Shopify
• Connect your online store to WhatsApp and sell directly through the platform
• Track WhatsApp conversation metrics and performance
• Start the process of getting blue tick verification to increase trust and credibility

Best for- Teams looking to automate their marketing and sales processes on WhatsApp.

3. Scale Plan

The Scale Plan builds on the Starter and Growth plans and includes all the features from both. In this plan, you can connect multiple WhatsApp API numbers to your Gallabox account. It also offers advanced tools like drip marketing campaigns and Click to WhatsApp ads.

With this plan, you also get access to marketing analytics. You can see how your campaigns are performing and track detailed metrics such as how many users viewed a message, clicked on a URL or unsubscribed.

Key features-

• Accept payments directly within WhatsApp
• Use advanced messaging APIs including Webhooks, Broadcast and Template APIs
• Assign specific roles with customized permissions based on team responsibilities
• Create dedicated teams to manage user conversations efficiently

Best for- Teams that want to scale up their WhatsApp-based automation and marketing efforts.

4. Custom Plan

The Custom Plan is designed for large teams with unique requirements. It includes everything from the Scale Plan and allows for more personalization and flexibility. This plan typically supports a minimum of 25 users.

Some of the key features include-

• Build and train your own advanced support or sales agents that behave like human representatives
• Limit Gallabox access to certain network environments for security purposes
• Mask customer information like names, emails, and phone numbers for added privacy

Best for- Large teams that need a tailored, all-in-one WhatsApp automation solution.

How to choose the right WhatsApp API provider

Here are some factors you must consider before zeroing in on a WhatsApp service provider.

1. Security and privacy

In today's day and time, privacy is of utmost concern. Make sure the provider takes security seriously. Look for features like role-based access control and multi-factor authentication. If they use chatbot tools or any AI platforms, they should follow SOC2 and GDPR standards. Also, make sure they use strong encryption like AES-256 for storing data and TLS 1.3 for anything sent online.

2. Consider the API features offered

Not all API providers are the same. Think about the tools your marketing or sales team needs to manage things smoothly. For instance, features like a WhatsApp chatbot builder, automated workflows, and pre-built message templates can save a lot of time. If you’re serving customers in different languages, multilingual support is a must. And of course, the API should be customizable to fit your business needs.

3. Check integration capabilities

The WhatsApp API should integrate smoothly with your existing systems, like your CRM or e-commerce platform. Also, make sure the provider offers clear, well-structured documentation. If it includes examples and step-by-step guides, that’s a big plus—it makes onboarding much easier for your team.

4. Understand the WhatsApp for Business API pricing model

Pricing plays a big role in choosing a BSP. Have a clear budget and understand how much you’ll pay upfront and monthly. Review setup costs, message fees, and subscription plans that match your usage. And don’t forget to look for any hidden fees that might pop up later, especially if you want to add extra users or features.

5. Customer support

Things can go wrong, and when they do, you want to be able to get help fast. To avoid this, check if the provider offers support through multiple channels like email, phone, or live chat. The best way to gauge how effective their service is is by reading reviews from other users.

6. Opt for Free Trials or Demos

Before putting a stamp on a BSP, check if the provider offers a demo or free trial. A demo or trial helps you explore the platform firsthand, determine if it’s user-friendly, and works well for your business needs. Trying it out before making a decision can save you from headaches later on.

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Final thoughts on the value of WhatsApp for Business API

If your business is growing and you want to keep up with customer conversations without losing your cool, the WhatsApp Business API is a great option. With features like automation, CRM integration, multi-agent support, and detailed insights, it makes customer engagement much smoother.

Unlike the regular app, the API doesn’t have a built-in interface. Instead, it connects directly with your business systems, so you can send bulk messages, automate responses, and manage multiple chats at the same time without missing a beat. With WhatsApp API, you can-

- Make interactions smoother with automation
You can set up automatic replies, chatbots, and ready-to-use templates to handle repeated questions. This helps your team focus on things that need a human touch while still keeping customers happy.

- Grow without added stress
As your business grows, the WhatsApp Business API grows with you. It supports more conversations without losing the personal feel that customers appreciate.

- Engage customers where they already are
Most people are already on WhatsApp. Using this platform means you meet your customers in a place they’re comfortable with, which leads to better response rates and more natural conversations.

Gallabox’s WhatsApp business solution does not have any hidden charges

Now that you’ve understood the pricing structure of WhatsApp Business, you might be wondering if solution providers charge more than what is mentioned. With Gallabox, we can assure you that there are no hidden charges. 

With the help of our customer success executives, we will help you select the most appropriate plan for your business. We will always share the best WhatsApp Business API pricing during the initial meeting to make sure your business can understand how this will benefit their business. 

After understanding the pricing structure and feature offerings, you can easily compare our pricing plans across various categories to select the best plan for your business.

To book a free consultation, visit our website now!

FAQs on whatsapp for business api pricing

Are there additional costs for using third-party providers with the WhatsApp Business API?

While the main pricing for the WhatsApp Business API is set by Meta (the company behind WhatsApp), third-party providers may charge extra fees. These could include setup costs, monthly subscriptions, or per-message fees, depending on the provider you choose.

Is there a difference in pricing for user-initiated versus business-initiated conversations on the WhatsApp Business API?

Yes, there is a difference in pricing. The charges for Business-initiated Conversations (BIC) and User-initiated Conversations (UIC) depend on the country code of the users. So, the cost can vary depending on where your customers are located.

Are there volume-based discounts available for businesses sending a high number of messages through the WhatsApp Business API?

If you have a large team and need customized, comprehensive WhatsApp automation, you can opt for our custom plan. This plan includes all the features of our scale plan, plus additional support and customized integrations designed to meet your specific requirements.