In this article, we'll guide you through WhatsApp's pricing structure and how different types of messages are categorized.
Template categories and pricing rules
Manychat charges businesses for each template message (a message type that must be pre-approved by Meta) delivered to an end user. The cost depends on the template’s category and the destination market, which is determined by the end user’s WhatsApp phone number country code.
Manychat supports the following template categories:
- Marketing - These templates help you promote your business and re-engage customers. You can use them to announce new products, services, or features, send targeted promotions, or remind users about abandoned carts. More details here.
- Marketing Messages Lite - is a direct marketing API that offers automatic optimizations for deliveries (available at launch) and reads and clicks (coming soon), which may deliver a higher quality experience for people and may deliver better business performance compared to the Cloud API.
- Utility - These templates are designed for follow-ups and user-requested updates, such as opt-in confirmations, delivery notifications, and account alerts like payment reminders. More details here.
| Tip: Marketing templates can now also be delivered via Lite API, a new optimized delivery method compared to Cloud API that allows for more dynamic messaging limits, so marketing messages with high engagement (e.g., messages that receive more reads) can reach more end users. Promotional rates are currently available for Marketing messages delivered via Lite API and are listed in a dedicated column in the rate card below. More details on Lite API and how to enable it here. |
All non-template messages (messages that don’t require Meta pre-approval) sent by your business to end users are free. These, however, can only be sent within an open customer service window.
Messages sent by end users to your business are always free of charge.
The following template messages are also free under these specific conditions:
- Utility templates delivered within a 24-hour customer service window
- Marketing and utility templates delivered during a 72-hour free entry point window
💡 To calculate the cost of your WhatsApp campaign, you can use our WhatsApp Calculator.
Once you connect your WhatsApp Business Account and share your credit line with Manychat, your Manychat Wallet will be used to pay for template messages. Funds will be deducted from your Wallet immediately after a template message is delivered to an end user. 1 transaction record in your usage history = 1 template message delivered.
|
⚠️ Note: Meta temporarily paused the ability for businesses to send Marketing template messages to users in the United States starting April 1, 2025. For more information, please check out this article. |
Per-message rates in USD, effective until June 30th, 2026
Note that pricing for the Marketing via Cloud API and Marketing via Lite API is aligned since January 1st, 2026.
| Market | Marketing via Cloud API | Marketing via Lite API | Utility via Cloud API |
| Argentina | $0.0710 | $0.0710 | $0.0299 |
| Brazil | $0.0718 | $0.0718 | $0.0078 |
| Chile | $0.1022 | $0.1022 | $0.0230 |
| Colombia | $0.0144 | $0.0144 | $0.0009 |
| Egypt | $0.0740 | $0.0740 | $0.0041 |
| France | $0.0987 | $0.0987 | $0.0345 |
| Germany | $0.1569 | $0.1569 | $0.0632 |
| India | $0.0136 | $0.0136 | $0.0016 |
| Indonesia | $0.0472 | $0.0472 | $0.0287 |
| Israel | $0.0406 | $0.0406 | $0.0061 |
| Italy | $0.0794 | $0.0794 | $0.0345 |
| Malaysia | $0.0989 | $0.0989 | $0.0161 |
| Mexico | $0.0351 | $0.0351 | $0.0098 |
| Netherlands | $0.1836 | $0.1836 | $0.0575 |
| Nigeria | $0.0593 | $0.0593 | $0.0077 |
| Pakistan | $0.0544 | $0.0544 | $0.0115 |
| Peru | $0.0808 | $0.0808 | $0.0230 |
| Russia | $0.0922 | $0.0922 | $0.0460 |
| Saudi Arabia | $0.0576 | $0.0576 | $0.0123 |
| South Africa | $0.0436 | $0.0436 | $0.0087 |
| Spain | $0.0707 | $0.0707 | $0.0230 |
| Turkey | $0.0125 | $0.0125 | $0.0010 |
| United Arab Emirates | $0.0574 | $0.0574 | $0.0180 |
| United Kingdom | $0.0608 | $0.0608 | $0.0253 |
| North America | $0.0287 | $0.0287 | $0.0039 |
| Rest of Africa | $0.0259 | $0.0259 | $0.0046 |
| Rest of Asia Pacific | $0.0841 | $0.0841 | $0.0130 |
|
Rest of Central & Eastern Europe |
$0.0989 | $0.0989 | $0.0244 |
| Rest of Latin America | $0.0851 | $0.0851 | $0.0130 |
| Rest of Middle East | $0.0392 | $0.0392 | $0.0105 |
| Rest of Western Europe | $0.0680 | $0.0680 | $0.0197 |
| Other | $0.0694 | $0.0694 | $0.0089 |
Per-message rates in USD, effective from July 1st, 2026
Effective July 1, 2026, Poland, Hong Kong, Hungary, Qatar, Romania, and Singapore move out of their regional "Rest Of" pricing and are each billed at their own individual rates.
| Market | Marketing via Cloud API | Marketing via Lite API | Utility via Cloud API |
| Argentina | $0.0710 | $0.0710 | $0.0299 |
| Brazil | $0.0718 | $0.0718 | $0.0078 |
| Chile | $0.1022 | $0.1022 | $0.0230 |
| Colombia | $0.0144 | $0.0144 | $0.0009 |
| Egypt | $0.0740 | $0.0740 | $0.0041 |
| France | $0.0987 | $0.0987 | $0.0345 |
| Germany | $0.1569 | $0.1569 | $0.0632 |
| Hong Kong | $0.0841 | $0.0841 | $0.0299 |
| Hungary | $0.0989 | $0.0989 | $0.0402 |
| India | $0.0136 | $0.0136 | $0.0016 |
| Indonesia | $0.0472 | $0.0472 | $0.0287 |
| Israel | $0.0406 | $0.0406 | $0.0061 |
| Italy | $0.0914 | $0.0914 | $0.0345 |
| Malaysia | $0.0989 | $0.0989 | $0.0161 |
| Mexico | $0.0351 | $0.0351 | $0.0098 |
| Netherlands | $0.1836 | $0.1836 | $0.0575 |
| Nigeria | $0.0593 | $0.0593 | $0.0077 |
| Pakistan | $0.0544 | $0.0544 | $0.0115 |
| Peru | $0.0808 | $0.0808 | $0.0230 |
| Poland | $0.0421 | $0.0421 | $0.0140 |
| Qatar | $0.0392 | $0.0392 | $0.0138 |
| Romania | $0.0989 | $0.0989 | $0.0333 |
| Russia | $0.0922 | $0.0922 | $0.0460 |
| Saudi Arabia | $0.0576 | $0.0576 | $0.0123 |
| Singapore | $0.0841 | $0.0841 | $0.0184 |
| South Africa | $0.0436 | $0.0436 | $0.0087 |
| Spain | $0.0813 | $0.0813 | $0.0230 |
| Turkey | $0.0125 | $0.0125 | $0.0010 |
| United Arab Emirates | $0.0574 | $0.0574 | $0.0180 |
| United Kingdom | $0.0730 | $0.0730 | $0.0253 |
| North America | $0.0287 | $0.0287 | $0.0039 |
| Rest of Africa | $0.0259 | $0.0259 | $0.0046 |
| Rest of Asia Pacific | $0.0841 | $0.0841 | $0.0130 |
|
Rest of Central & Eastern Europe |
$0.0989 | $0.0989 | $0.0244 |
| Rest of Latin America | $0.0851 | $0.0851 | $0.0130 |
| Rest of Middle East | $0.0392 | $0.0392 | $0.0105 |
| Rest of Western Europe | $0.0680 | $0.0680 | $0.0197 |
| Other | $0.0694 | $0.0694 | $0.0089 |
List of countries in each market group
North America: United States, Canada
Rest of Africa: Algeria, Angola, Benin, Botswana, Burkina Faso, Burundi, Cameroon, Chad, Eritrea, Ethiopia, Gabon, Gambia, Ghana, Guinea-Bissau, Ivory Coast, Kenya, Lesotho, Liberia, Libya, Madagascar, Malawi, Mali, Mauritania, Morocco, Mozambique, Namibia, Niger, Republic of the Congo, Rwanda, Senegal, Sierra Leone, Somalia, South Sudan, Sudan, Swaziland, Tanzania, Togo, Tunisia, Uganda, Zambia, Zimbabwe
Rest of Asia Pacific: Afghanistan, Australia, Bangladesh, Cambodia, China, Hong Kong*, Japan, Laos, Mongolia, Nepal, New Zealand, Papua New Guinea, Philippines, Singapore*, Sri Lanka, Taiwan, Tajikistan, Thailand, Turkmenistan, Uzbekistan, Vietnam
Rest of Central & Eastern Europe: Albania, Armenia, Azerbaijan, Belarus, Bulgaria, Croatia, Czech Republic, Georgia, Greece, Hungary*, Latvia, Lithuania, Moldova, North Macedonia, Poland*, Romania*, Serbia, Slovakia, Slovenia, Ukraine
Rest of Latin America: Bolivia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Haiti, Honduras, Jamaica, Nicaragua, Panama, Paraguay, Puerto Rico, Uruguay, Venezuela
Rest of Middle East: Bahrain, Iraq, Jordan, Kuwait, Lebanon, Oman, Qatar*, Yemen
Rest of Western Europe: Austria, Belgium, Denmark, Finland, Ireland, Norway, Portugal, Sweden, Switzerland
Other: all other countries