WhatsApp Pricing Calculator (EUR)
Use this calculator to estimate what Meta charges for WhatsApp Business messages in euros. It is built for businesses in the eurozone billed in EUR, such as salons, clinics, studios and shops in Germany, France, Italy, Spain, the Netherlands and Portugal. Prefer another currency? Switch it inside the calculator, or open the USD and INR pages. For monthly cost estimates with volume tiers, use the full WhatsApp pricing calculator.
How to use the calculator
- In Recipient Country, type the country of the people you message (it starts on your own country if it uses the euro, otherwise Germany). Rates depend on their phone number's country code.
- Check the Currency (EUR, €). You can change it to any currency Meta publishes.
- Read the per-message rates for Marketing, Utility, Authentication and Service messages.
- Multiply each rate by the number of messages you expect to send in a month. For example, 2,000 appointment reminders (Utility) plus 500 promotional messages (Marketing) cost 2,000 × the utility rate + 500 × the marketing rate.
How Meta charges for WhatsApp messages
| Category | What it is for | Examples |
|---|---|---|
| Marketing | Promotions and anything that is not a direct update on something the customer did | Offers, new services, festive greetings, win-back messages |
| Utility | Updates on a booking, order or account the customer started | Appointment reminders, booking confirmations, order and payment updates |
| Authentication | One-time passcodes | Login and verification codes |
| Service | Free-form replies inside the 24-hour customer service window | Answering a customer's question in the inbox |
- Template messages (Marketing, Utility and Authentication) are charged per delivered message, at the rate for the recipient's country.
- Service messages are charged since October 1, 2026 at the country's utility rate, after a free allowance of 1,000 service messages per business phone number per calendar month. The allowance resets each month and does not roll over.
- Utility templates sent inside an open service window are charged at the normal utility rate since October 1, 2026.
- Volume tiers: Utility and Authentication rates drop as your monthly volume to a country grows. Service messages get no volume discount.
Messages that are free
- Every message customers send you.
- Messages sent within 72 hours after a customer reaches you from a Click to WhatsApp ad or a Facebook Page button.
- The first 1,000 service replies each month, per business phone number.
WhatsApp pricing for European businesses
- Rates follow the recipient. A business in Germany messaging a customer in Spain pays the Spain rate. Rates vary a lot across Europe, so check each country you message.
- VAT is added on top. Meta's per-message rates exclude tax. Local VAT applies to Meta's invoice depending on where your business is registered, for example 19% in Germany, 22% in Italy and 21% in Spain.
- Marketing costs more than utility. In most European markets a marketing template costs several times a utility template, so classify templates carefully.
WhatsApp pricing by country
Rates, local taxes and worked examples for each market:
- Asia Pacific: India, Singapore, Malaysia
- Europe: UK, Germany, Italy, Spain, Portugal
- Middle East: UAE, Saudi Arabia, Kuwait, Qatar, Oman
- Americas and Africa: Brazil, South Africa
For every country and category in one place, see the WhatsApp Business API pricing guide and the full WhatsApp pricing calculator. To estimate a single campaign, use the WhatsApp broadcast cost calculator.
Ways to lower your WhatsApp costs
- Use the right template category. Reminders and confirmations belong in Utility, which costs far less than Marketing in most countries. See WhatsApp message templates.
- Target your broadcasts. Send promotions to a focused segment instead of your whole list. Fewer, more relevant messages also protect your quality rating.
- Stop sending to numbers that fail. Remove contacts who cannot receive WhatsApp messages; see undeliverable or failed contacts.
- Resolve chats in fewer replies. Service replies beyond the free allowance are charged, so canned responses and chatbots that answer common questions in one message help.
- Bring customers in through ads. Conversations that start from a Click to WhatsApp ad are free for 72 hours.
The calculator uses Meta's published rate card and is updated when Meta changes it. Meta bills these charges to the payment method on your WhatsApp Business account, not through your Whautomate subscription. To add or update it, see Add a WhatsApp payment method.
Frequently asked questions
Do I pay VAT on WhatsApp messages?
Meta's rates are shown without tax. VAT is added to Meta's invoice according to the country your business is registered in.
Do I pay for messages customers send me?
No. Incoming messages are always free. You pay for the template messages you send, and for service replies beyond the monthly free allowance.
Is this charge part of my Whautomate plan?
No. Meta bills WhatsApp messages to the payment method on your WhatsApp Business account. Your Whautomate subscription is separate: see whautomate.com/pricing.
When does the 24-hour service window open?
Each time a customer sends you a message. While it is open you can reply with free-form messages; once it closes you need an approved template to start the conversation again.
How often do the rates change?
Meta updates its rate card a few times a year. The calculator always shows the current rate card, and the note at its top shows the date the rates apply from.