WhatsApp Business API pricing in India: what you actually pay
Your WhatsApp API bill has two parts: the software subscription and Meta’s per-message charges. Here is how each works in India, where markups hide, and how to estimate your monthly cost.
KEY TAKEAWAYS
- Your bill = software subscription + Meta’s per-message charges (+ GST).
- Meta charges per template message delivered: marketing, utility or authentication. Rates are set by Meta per country.
- Replies within 24 hours of a customer’s message are free.
- Ask every provider whether Meta charges are billed at Meta’s rate or with a markup.
Short answer: you pay a monthly fee for the software (Upgrow Connect starts at ₹499 a month plus GST) and Meta’s charges for template messages you send. Replies within 24 hours of a customer’s message are free. The biggest hidden cost is a markup some providers add to Meta’s per-message rates.
Part 1: the software subscription
You use the WhatsApp Business API through software that gives you an inbox, chatbots, broadcasts and integrations. Plans usually differ by number of WhatsApp numbers, team members, broadcast volume and automation. Watch for extra charges per user, per number or for chatbot add-ons.
| UPGROW CONNECT PLAN | PRICE (BEFORE GST) |
|---|---|
| Starter | ₹499/month: 1 number, 2 team members, inbox, auto-replies, ad tracking |
| Growth | ₹999/month: 3 numbers, 4 team members, 50,000 broadcasts, 10 chat flows |
| Growth Plus | ₹1,299/month: 5 numbers, 6 team members, 80,000 broadcasts, unlimited flows |
| Pro | ₹3,999/month: 10 numbers, 11 team members, unlimited broadcasts and flows |
Yearly billing costs 10 months’ price for 12 months. Extra numbers can be added to any plan.
Part 2: Meta’s message charges
Since July 2025, Meta charges per template message delivered, not per 24-hour conversation. The rate depends on the template category (marketing, utility or authentication) and the recipient’s country. Marketing messages cost the most; utility and authentication cost much less.
- Free: your replies within 24 hours of a customer’s last message (the customer service window).
- Free: utility templates sent inside that 24-hour window.
- Charged: templates you send to start a conversation or after 24 hours, such as broadcasts and reminders.
Meta publishes current rates for India on its WhatsApp Business pricing page. Rates change from time to time, so check there before budgeting.
Where markups hide
Many providers bill Meta’s charges through their own prepaid wallet at their own rate card, which can be higher than Meta’s rate. On high-volume broadcasts, a small markup per message adds up. With Upgrow Connect, Meta bills message charges directly to your own WhatsApp Business account, so you pay Meta’s rate with no markup.
How to estimate your monthly bill
- Pick the plan Count WhatsApp numbers and people who answer chats.
- Count marketing messages Contacts per broadcast × broadcasts per month.
- Count utility messages Reminders and updates sent outside the 24-hour window.
- Multiply by Meta’s rates Use Meta’s current India rate card for each category.
- Add 18% GST On the software subscription.
Most lead-generation businesses spend more on replies than on broadcasts, and replies within 24 hours are free. That is why answering ad leads quickly is both better for sales and cheaper.
Frequently asked questions
Choose a plan that matches your team size, reply to customers within 24 hours (free), send targeted broadcasts instead of mass blasts, and avoid providers that add a markup on Meta’s charges.
No. Meta bills message charges directly to your own WhatsApp Business account. Our plan price is only for the software.
Yes. Replies you send within 24 hours of a customer’s last message are free.
Yes, 18% GST on the plan price. A GST invoice is issued for every payment.
