If you're comparing WhatsApp tools for your store, pricing can look confusing. Every provider quotes differently, and it's not always clear what goes to Meta and what goes to the software company. This guide breaks it down.
Two separate costs
Using the WhatsApp Business API always involves two things:
- Meta's message fees. Meta (WhatsApp's owner) charges for template messages your business sends. The rate depends on the message category and the customer's country.
- The software. The platform you use to send messages, run automations and reply to customers, usually a monthly plan.
Some providers bundle both into one "per message" price that is higher than Meta's rate. Others, like Wapimate, let you pay Meta directly at Meta's own rates and charge only for the software.
Meta's rates for India
Meta charges per delivered template message. These are the India list rates as of October 2026, before GST:
| Category | Rate | Used for |
|---|---|---|
| Marketing | ₹0.86 | Offers, campaigns, cart reminders |
| Utility | ₹0.115 | Order, COD and shipping updates |
| Authentication | ₹0.115 | One-time passwords |
| Service replies | Free | Replies within 24 hours of a customer's message |
Meta updates its rate card from time to time, so check Meta's official pricing page for the latest numbers before you budget. Higher volumes of utility and authentication messages also get lower rates from Meta.
What each category means
Marketing
Anything promotional: offers, new arrivals, festive sales, abandoned cart reminders and win-back messages. These are the most expensive and can only go to customers who opted in.
Utility
Messages about something the customer already did: order confirmations, COD confirmations, shipping and delivery updates. These are much cheaper, and a utility template sent while a customer service window is open (see below) is free.
Authentication
One-time passwords for login or verification.
Service
When a customer messages you, a 24-hour customer service window opens. Your replies inside that window are free-form messages, not templates, and Meta doesn't charge for them.
What a Shopify store actually spends
Here's a rough example for a store with 1,000 orders a month, using the rates above:
- 1,000 order confirmations (utility): about ₹115
- 400 COD confirmations (utility): about ₹46
- 1,000 shipping updates (utility): about ₹115
- 1,500 abandoned cart reminders (marketing): about ₹1,295
- One campaign to 5,000 customers (marketing): about ₹4,315
That's roughly ₹5,900 a month to Meta, plus 18% GST, and replies to customer questions are free. Order updates are cheap; campaigns are where most of the spend goes, so send them to the right segment rather than your whole list.
Watch out for markups
Many providers charge a higher per-message price than Meta, and the difference is their margin. A few paise per message sounds small, but on 50,000 messages a month it adds up to thousands of rupees. When comparing tools, ask:
- Do I pay Meta directly, or do I buy message credits from you?
- Is your per-message price the same as Meta's rate card?
- Are there limits on messages, contacts or team members in my plan?
- Is GST included in the prices you show?
How Wapimate pricing works
You add a payment card in your own Meta account and pay Meta's rates directly. Wapimate adds no markup. Your Wapimate plan covers the software: the shared inbox, automations, campaigns, templates and team seats. See the plans on our pricing page.
Is there a free option?
The WhatsApp Business app on your phone is free, but it's built for one person replying by hand and can't send automatic messages from your Shopify store. Read WhatsApp Business app vs API to see which one fits your business.