How Meta's per-message pricing works in 2026
Marketing, utility and authentication templates are billed per delivery. Here is the plain version, with the India rates we pass through at cost.
Meta stopped billing WhatsApp template messages per 24-hour conversation on 1 July 2025. A delivered template is now the unit.
Message categories
Marketing templates are the promotional ones: offers, re-engagement, announcements. Utility templates cover order updates, receipts and account notices. Authentication templates are one-time passwords. Inside an open customer-care window you can still send free-form replies; those are service messages, and Meta's rules for them change, so check the current rate card.
You pay Meta when a template is delivered. Zyptos does not add a markup on top.
India rates we use as the default card
Zyptos passes through Meta's 1 July 2025 India list rates: marketing ₹0.7846, utility ₹0.115, authentication ₹0.115. Utility and authentication have volume tiers on Meta's side. Marketing does not. These numbers move. The estimate in a campaign uses the same rates the wallet debits.
What this means for a broadcast
Before you send, Zyptos counts opted-in contacts in the audience and multiplies by the template's category rate. The figure is Meta's fee. Your subscription is separate and flat.
Meta updates this card. The number in Zyptos is the rate the wallet uses on the day you send.