WhatsApp Business API pricing in India
Short answer
Meta charges per message in India, in rupees plus 18% GST: about ₹0.86 per marketing message and ₹0.12 per utility message such as a reminder or order update. Replies to customers are free for the first 1,000 a month per number, then ₹0.12 each. Your WhatsApp software provider's plan is charged on top of that.
Meta's per-message rates
| Message type | Examples | Approx. rate (before GST) |
|---|---|---|
| Marketing | Offers, festive sales, cart reminders, re-engagement | ₹0.86 |
| Utility | Appointment reminders, order and delivery updates, receipts | ₹0.12 |
| Replies to customers | Answering a customer who messaged you | Free for 1,000/month, then ₹0.12 |
Rates are Meta's published India rates as we quote them on our pricing section. Meta revises them from time to time; check Meta's WhatsApp pricing page for the current figures.
What a month actually costs: worked examples
Meta's charges only, before GST and before your software plan:
| Business and monthly volume | Meta charges | With 18% GST |
|---|---|---|
| Single-doctor clinic: 600 reminders, 200 offers, 800 replies | ₹244.00 | ₹287.92 |
| Busy salon: 1,500 reminders, 1,000 festive offers, 2,000 replies | ₹1,160.00 | ₹1,368.80 |
| D2C store: 5,000 order updates, 3,000 cart reminders, 4,000 replies | ₹3,540.00 | ₹4,177.20 |
What the software costs on top
The API only sends and receives messages. The inbox, automation, bookings and payments come from a provider. Jawab's plans, all before GST:
- Starter: ₹1,999 a month plus ₹15,000 one-time setup. One practitioner, one boutique, one growing brand.
- Growth: ₹4,999 a month plus ₹35,000 one-time setup. Busy clinics, multi-stylist salons and scaling D2C stores.
- Multi-branch: ₹12,499 a month plus ₹50,000 one-time setup. Hospital chains, coaching franchises, large agencies.
Jawab adds no markup to Meta's message charges: you top up a wallet and pay Meta's rates. Yearly billing gives 12 months for the price of 10.
How to keep the bill low
- Send reminders and order updates as utility templates, not marketing, so they are charged at the lower rate.
- Let customers message first (click-to-WhatsApp ads, a missed-call number, a QR code at the counter): replies are free up to the monthly allowance.
- Broadcast to segments of interested customers rather than your whole list.
- Choose a provider that passes Meta's rates through without a per-message markup.
Frequently asked questions
- Is the WhatsApp Business API free in India?
- No. Meta charges per message sent from a business number on the API, in rupees plus GST: about ₹0.86 for a marketing message and ₹0.12 for a utility message such as a reminder or order update. Replies to customers are ₹0.12 each after the first 1,000 a month per number, which are free.
- What is the difference between a marketing and a utility message?
- A utility message is about something the customer already started, such as an appointment reminder, an order or delivery update or a payment receipt. A marketing message promotes something, such as an offer, a festive sale or a cart reminder. Meta decides the category when it approves each template, and charges marketing messages at the higher rate.
- Do I pay Meta directly or through my WhatsApp provider?
- Usually through the provider, who bills Meta's charges to you. Many providers add a markup per message. Jawab passes Meta's charges through at cost from a prepaid wallet, with no margin.
- How much does a WhatsApp CRM cost in India on top of Meta's charges?
- Jawab plans start at ₹1,999 a month plus GST, with a one-time setup fee of ₹15,000 that covers building your replies and flows. Meta's per-message charges are separate and billed at cost.
- Can I use the WhatsApp Business app instead of the API?
- The free WhatsApp Business app works for one phone and a few devices, but it has no API, so it cannot run automated flows, book appointments against a calendar, or give a whole team a shared inbox with assignments. The API is what tools such as Jawab are built on.