WhatsApp Business API Pricing in India: The Real Numbers (December 2025)

Introduction

Meta updated their pricing model on July 1, 2025, shifting from conversation-based to per-message billing. If you're using old calculations, you're either overpaying or about to get a surprise bill.

At UpMatrix, we've processed millions of WhatsApp messages for Indian businesses since 2017. This breakdown reflects what we've learned operating our own platform—not theory, but actual costs from real campaigns.

TL;DR — Quick Pricing Summary

Marketing messages: ₹0.88 per template message delivered

Utility messages: ₹0.125 per message (FREE within 24-hour customer service window)

Authentication messages: ₹0.125 per message (OTPs, verification codes)

Service messages: Completely FREE (unlimited replies to customer-initiated chats)

These are Meta's charges only. Your BSP adds platform fees on top. At UpMatrix, we charge ₹1,499/month with zero markup on Meta's rates—you pay exactly what Meta charges, nothing more.

Bottom line: A D2C brand sending 10,000 marketing messages pays ₹8,800 to Meta. With UpMatrix, your total is ₹10,299/month. With other BSPs charging 15-20% markup, that same volume costs ₹11,500-₹13,000.

How WhatsApp API Pricing Works

Meta charges per template message delivered, not per conversation. This changed on July 1, 2025.

The old model worked like this: send one template message, open a 24-hour window, exchange unlimited messages within that window for a single charge. The new model charges for each outbound template message individually.

The 24-hour customer service window still matters. When a customer messages you first, a 24-hour window opens. During this window:

• Your replies (service messages) are free
• Utility templates you send are also free
• Only marketing templates cost money regardless of window status

Four Message Categories

1. Marketing: Promotions, offers, product launches, abandoned cart reminders, newsletters. ₹0.88 per message.

2. Utility: Order confirmations, shipping updates, payment receipts, appointment reminders. ₹0.125 per message (free within customer service window).

3. Authentication: OTPs, login codes, account verification, password resets. ₹0.125 per message.

4. Service: Any free-form reply to a customer who messaged you first. Always free.

The category is determined by the template you create, and Meta reviews each template before approval. Pick the wrong category and your template gets re-categorized at the higher rate.

What we've learned at UpMatrix: Template categorization is where most businesses waste money. We've seen clients submit utility templates with subtle promotional language ("Track your order + check out our new arrivals!") and get charged marketing rates. Our onboarding team reviews every template before submission to prevent this.

Meta's Official Rates for India

Marketing: ₹0.88 - Example: "30% off sale ends tonight! Shop now →"

Utility: ₹0.125 - Example: "Your order #12345 has shipped. Track here →"

Authentication: ₹0.125 - Example: "Your OTP is 847291. Valid for 10 minutes."

Service: FREE - Replying to customer questions

What's included in each message charge:

• Text content up to 1024 characters
• Media attachments (images, videos, documents)
• Interactive buttons (up to 3 quick replies or 2 CTAs)
• List messages with up to 10 sections

Volume discounts exist for utility and authentication messages. Send 250,000+ utility messages to Indian numbers in a month and your rate drops by up to 20%. The tiers reset monthly and are calculated separately for each country and message category.

At UpMatrix, we pass these volume discounts directly to you-no markup means the savings go straight to your bottom line.

What BSPs Charge on Top

You cannot connect directly to Meta's WhatsApp API as a business. You need a Business Solution Provider (BSP) to access the API, manage templates, and handle the technical infrastructure.

BSPs charge three types of fees:

1. Platform subscription: Monthly fee for dashboard access, chatbot builder, analytics, team inbox

2. Per-message markup: Most BSPs add 5%–20% on top of Meta's rates. UpMatrix charges zero markup.

3. Add-on features: Chatbot sessions, integrations, additional users, priority support

The UpMatrix Difference

We built UpMatrix because we were frustrated with hidden fees and complicated pricing structures. Here's what we do differently:

What Others Charge → What UpMatrix Charges:

• ₹999–₹16,999/month subscription → ₹1,499/month (Growth plan)
• 5%–20% markup on every message → 0% markup—Meta's rates only
• Extra for users: ₹699–₹3,999/user → Unlimited users included
• Chatbot builder: ₹1,999/month extra → Included in all plans
• Shopify/WooCommerce integration: ₹500/month → Included
  

Real example from an UpMatrix client:

A Surat-based textile wholesaler sends 25,000 marketing messages monthly. Here's their cost breakdown:

• Meta fees: 25,000 × ₹0.88 = ₹22,000
• UpMatrix subscription: ₹1,499
• Markup: ₹0
• Total: ₹23,499/month

With a BSP charging 15% markup, the same volume costs:

• Meta fees: ₹22,000
• BSP subscription: ₹2,499
• 15% markup: ₹3,300
• Total: ₹27,799/month

Annual savings with UpMatrix: ₹51,600

BSP Comparison

UpMatrix — ₹1,499/mo, Unlimited users, 0% markup — Best for Indian SMBs wanting transparent pricing — Newer platform (but backed by 7+ years of MatrixHive experience)

AiSensy — ₹999/mo, Unlimited users, ~12% markup — Best for budget entry point — Chatbot costs ₹1,999/mo extra

Gallabox — ₹999/mo, 6 users, Up to 20% markup — Best for team collaboration — Complex tier structure

Interakt — ₹2,499/mo, Unlimited users, Included markup — Best for Shopify-native stores — Higher base price

WATI — ₹1,999/mo, 3-5 users, Up to 20% markup — Best for complex chatbot flows — Users cost ₹699–₹3,999 extra

Why zero markup matters at scale:

At 5,000 messages/month: ₹7,920/year in markup fees
At 10,000 messages/month: ₹15,840/year in markup fees
At 25,000 messages/month: ₹39,600/year in markup fees
At 50,000 messages/month: ₹79,200/year in markup fees

At 50,000 messages/month, you're paying nearly ₹80,000/year just in BSP markup. That's money going to your provider, not to reaching customers.

Hidden Costs Most Businesses Miss

1. Green Tick Verification

The verified badge builds trust but requires Meta Business verification. Some BSPs charge ₹5,000–₹15,000 for "expedited" verification.

UpMatrix approach: We handle green tick verification at no extra cost. The process takes 2-4 weeks, and our team guides you through every step. No hidden fees, no upsells.

What you need:

• GST registration
• Business email on your domain
• 2-factor authentication on Facebook Business Manager
• Patience (and our team handling the paperwork)
  

2. Template Rejection Cycles

Each template rejection adds 3-5 days to your launch timeline. Common rejection reasons:

• Using "WhatsApp" in template text (not allowed)
• Missing unsubscribe option in marketing templates
• Promotional content disguised as utility templates
• Vague variable placeholders

UpMatrix approach: Our onboarding team reviews every template before you submit to Meta. In 2024, our clients had a 94% first-submission approval rate versus the industry average of 65-70%.

3. Failed/Undelivered Message Charges

Meta charges for delivered messages only. Some BSPs charge for sent messages (whether delivered or not).

UpMatrix approach: You only pay for delivered messages. We also provide detailed delivery analytics showing exactly why messages failed—invalid numbers, DND status, or template issues.

Typical failure rates we see:

• Invalid numbers: 2-5% of imported lists
• DND/blocked: 1-3%
• Template failures: 0.5-2%

Phone Number — The November 2025 Coexistence Update

Big news: You no longer have to choose between WhatsApp Business App and API.

Meta's Coexistence feature (rolled out globally in November 2025) lets you use the same phone number for both WhatsApp Business App AND the Business API simultaneously.

What this means for your business:

• Keep using WhatsApp Business App on your phone for quick personal replies
• Use the API (through UpMatrix) for broadcasts, automation, and team inbox
• Your existing number works for both—no need for a new number
• Chat history (up to 6 months) syncs across both platforms
• Contacts transfer automatically

How it works with UpMatrix:

• Connect your existing WhatsApp Business App number through our Embedded Signup
• Scan a QR code to link the platforms
• Continue using the app for 1:1 chats while UpMatrix handles bulk messaging and automation

Limitations to know:

• Message throughput drops from 80 to 20 messages per second in coexistence mode
• Some app features don't fully sync (disappearing messages, broadcast lists)
• Need WhatsApp Business App version 2.24.17 or higher
• Not available for Nigeria and South Africa numbers

Cost impact: Messages sent from the WhatsApp Business App remain free. Only API-sent templates (broadcasts, automated messages) are charged per Meta's rates.

This is a major shift. Previously, switching to API meant abandoning your existing number and losing all chat history. Now you get the best of both worlds.

5. Integration Development

Connecting WhatsApp to your CRM or e-commerce platform requires setup.

UpMatrix approach: Native integrations with Shopify, WooCommerce, Zoho, and 50+ tools are included in all plans. Custom webhook integrations are supported at no extra cost—you only need developer time on your end.

Real Cost Calculations

Scenario 1: Local Business (Clinic, Salon, Retailer)

Profile:

• 1,000 conversations per month
• Mix: 70% service (patient/customer inquiries), 20% utility (appointment reminders), 10% marketing (promotions)
• Single user managing chats

Monthly Message Breakdown:

• Service messages: 700 (FREE)
• Utility messages: 200 × ₹0.125 = ₹25 (half sent outside window)
• Marketing messages: 100 × ₹0.88 = ₹88

With UpMatrix:

• Meta messaging fees: ₹113
• UpMatrix subscription (Starter): ₹999
• Markup: ₹0
• Monthly Total: ₹1,112

With typical BSP (15% markup):

• Meta messaging fees: ₹113
• BSP subscription: ₹999
• Markup (15%): ₹17
• Monthly Total: ₹1,129

At this volume, the difference is small. But UpMatrix includes unlimited users and the chatbot builder—features that cost extra elsewhere.

Scenario 2: Growing D2C Brand

Profile:

• 10,000 messages per month
• Mix: 40% marketing (campaigns, abandoned carts), 40% utility (order updates), 20% service
• 3-person team handling support
• Shopify integration needed

Monthly Message Breakdown:

• Service messages: 2,000 (FREE)
• Utility messages: 4,000 × ₹0.125 = ₹500 (half within window = ₹250 effective)
• Marketing messages: 4,000 × ₹0.88 = ₹3,520

With UpMatrix:

• Meta messaging fees: ₹3,770
• UpMatrix subscription (Growth): ₹1,499
• Shopify integration: Included
• Additional users: Included
• Markup: ₹0
• Monthly Total: ₹5,269
  

With typical BSP (15% markup + extras):

• Meta messaging fees: ₹3,770
• BSP subscription: ₹2,499
• Shopify integration: ₹500
• Additional users (2 × ₹699): ₹1,398
• Markup (15%): ₹566
• Monthly Total: ₹8,733
  

Annual savings with UpMatrix: ₹41,568

Scaling E-commerce Business

Profile:

• 50,000 messages per month
• Mix: 50% marketing (campaigns, retargeting), 30% utility (transactions), 20% service
• 8-person team across sales and support
• Complex chatbot flows for order tracking

Monthly Message Breakdown:

• Service messages: 10,000 (FREE)
• Utility messages: 15,000 × ₹0.125 = ₹1,875 (60% outside window = ₹1,125 effective)
• Marketing messages: 25,000 × ₹0.88 = ₹22,000

With UpMatrix:

• Meta messaging fees: ₹23,125
• UpMatrix subscription (Scale): ₹2,999
• All users included: ₹0
• Chatbot builder: Included
• Markup: ₹0
• Monthly Total: ₹26,124

With typical BSP (15% markup + extras):

• Meta messaging fees: ₹23,125
• BSP subscription: ₹16,999
• Additional users (3 × ₹3,999): ₹11,997
• Markup (15%): ₹3,469
• Monthly Total: ₹55,590

Annual savings with UpMatrix: ₹3,53,592

At scale, transparent pricing matters enormously. That's nearly ₹3.5 lakhs per year going to your business instead of your BSP.

How to Reduce Your WhatsApp API Costs

1. Maximize the Customer Service Window

When a customer messages you, you get 24 hours to send free service messages AND free utility templates. Structure your flows to pack transactional updates into this window.

UpMatrix automation tip: We help clients set up triggered utility sequences that fire immediately when customers initiate contact—order status, tracking updates, and payment confirmations all go out free within the window.

2. Template Approval Strategy

Create your templates correctly the first time:

Marketing templates MUST have an opt-out option
Utility templates can't include promotional language
Use specific, named variables: {{1}} with sample "John" not {{name}}
Keep templates under 500 characters for higher approval rates
UpMatrix support: Our team reviews templates before submission. We catch the mistakes that cause rejections.

3. Conversation Batching

Instead of sending three separate campaign messages in a week, consolidate into one message with multiple offers. One marketing message with three product highlights costs ₹0.88. Three separate messages cost ₹2.64.

4. Use Click-to-WhatsApp Ads Strategically

When users click your WhatsApp ad and message you, a 72-hour free entry point window opens. During this window, even authentication messages are free. Time your ad campaigns to coincide with verification flows or onboarding sequences.

UpMatrix integration: Direct connection with Meta Ads lets you track which ad campaigns drive the most valuable WhatsApp conversations.

5. Audit Failed Message Rates

Pull your delivery reports monthly. If more than 5% of messages fail:

Clean your contact list (remove invalid numbers)
Check template rejection patterns
Review send timing (late night sends fail more)
UpMatrix analytics: Our dashboard shows real-time delivery rates, failure reasons, and contact health scores.

6. Leverage the Coexistence Feature

Use your WhatsApp Business App for quick personal replies (free) and reserve the API for broadcasts and automation. This hybrid approach can reduce your API message volume by 20-30% while maintaining personal touch.

Why Indian Businesses Choose UpMatrix

We built UpMatrix specifically for the Indian market. Here's what that means in practice:

1. Pricing That Makes Sense for India

International BSPs price in dollars and design for Western markets. ₹16,999/month makes sense when you're charging Silicon Valley startups. It doesn't make sense for a textile trader in Surat or a coaching institute in Kota.

Our pricing starts at ₹999/month because we understand Indian unit economics.

2. Support That Speaks Your Language

Our support team operates from Ahmedabad. When you call with a problem, you talk to someone who understands your business context—not just technically, but culturally.

Support in Hindi, Gujarati, and Marathi. Response time under 2 hours during business hours. No ticket queues that take days.

3. Templates That Work for Indian

We've helped thousands of Indian businesses get templates approved. We know what works:

• Festival campaign templates (Diwali, Holi, Eid)
• COD confirmation flows
• Regional language templates
• GST invoice notifications

4. Integrations Indian Businesses Actually Use

Native integrations with:

• Shopify and WooCommerce (for D2C brands)
• Zoho CRM and Zoho Books (popular in Indian SMBs)
• Razorpay and PayU (Indian payment gateways)
• Shiprocket and Delhivery (logistics)
• Tally (accounting)

5. We Eat Our Own Cooking

UpMatrix powers WhatsApp for MatrixHive's own products and services. We use the same platform we sell to you. When something breaks, we feel it first.

Getting Started with UpMatrix

Step 1: Sign up for free trial (14 days, no credit card required)

Step 2: Connect your WhatsApp number

New number: We provide an Indian virtual number included in your plan
Existing number: Use the Coexistence feature to keep your WhatsApp Business App active
Step 3: Get your templates approved — Our team reviews and submits your first 5 templates at no extra cost

Step 4: Import contacts and launch — CSV import, API sync, or manual add—your choice

What you get on day one:

• Team inbox for all your agents
• Basic chatbot builder
• Broadcast campaigns
• Delivery analytics
• Shopify/WooCommerce integration

Typical setup time: 2-3 days (including template approvals)

When UpMatrix Might Not Be Right for You

We believe in honest recommendations. UpMatrix may not be your best choice if:

You need enterprise-grade SLAs: If you require 99.99% uptime guarantees with financial penalties, contractual SLAs, and dedicated infrastructure, enterprise providers like Gupshup offer these at custom pricing.

You're building complex conversational AI: If you need GPT-4 level AI conversations with deep NLP, platforms like WATI or Yellow.ai have more advanced AI capabilities. We offer solid rule-based chatbots, but we're not an AI-first platform.

You're sending 500K+ messages monthly: At extreme scale, direct Meta Cloud API access with custom infrastructure makes more sense than any BSP. We can help you evaluate when you've outgrown BSP platforms.

For most Indian SMBs sending 1,000 to 100,000 messages monthly, UpMatrix delivers the best value.

Pricing Update Log

Last verified: December 10, 2025 Next review: March 2026

Meta typically updates WhatsApp API pricing 2-3 times per year. We update this page within 48 hours of any pricing changes.

Recent changes:

• November 2025: Coexistence feature goes global (use same number for App + API)
• July 1, 2025: Per-message pricing replaces conversation-based pricing
• November 1, 2024: Service conversations became unlimited and free

CTA — Ready to Switch to Transparent Pricing?

Stop paying 15-20% markup on every message. Stop paying extra for users your team needs. Stop waiting days for support responses.

Start Your Free Trial →

Or talk to our team: hello@upmatrix.in

We'll give you an honest assessment of whether UpMatrix is right for your business—even if the answer is no.