WhatsApp Pricing
When using WhatsApp through Mercuri CX, there are two main cost components:
Meta’s standard WhatsApp charges
WhatsApp Business API Pricing (Effective July 1st, 2025)
Customer-Initiated Conversations Are Free When a customer initiates a conversation, a 24-hour customer service window opens. During this window, businesses can send messages free of charge, including:
Free-form messages
Utility messages
Messages with CTAs or media
Per-Message Billing WhatsApp will move to a per-message pricing model, meaning businesses will be charged for each message delivered. This applies to:
Marketing messages
Utility messages (outside 24-hour Customer Service Window)
Authentication messages
Pricing Depends on Market & Message Type Charges will vary based on:
The recipient’s country calling code
The category of the message (Marketing, Utility, Authentication)
Volume-Based Discounts for Utility & Authentication Messages WhatsApp is introducing volume tiers to reward business growth on the WhatsApp platform. Businesses can unlock attractive discounts based on volume tiers on utility and authentication messages by sending them at higher volumes.
(Utility messages sent to the customer in the customer service window are not considered.)
Mercuri’s service charges
Templated Messages: In addition to Meta’s charges, Mercuri charges ₹0.25 per templated message in India and $0.025 (2.5 cents) per templated message for other countries.
AI Responses: If your automation or AI Agents generate a custom reply, each AI response is billed at ₹0.25 in India and $0.025 (2.5 cents) for other countries.
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