Fluxx TechThe WhatsApp Business API lets businesses send order updates, reminders, offers and chatbot replies at scale, from a shared team inbox. It is not the free WhatsApp Business app, and it is billed differently.
This guide explains, in plain language, what you pay for and how to estimate a monthly bill.
Note before publishing: Meta updates its rates and rules. Check the current India rate card on Meta’s official WhatsApp Business pricing page and add the figures where marked [current rate].
App vs API: which one do you need?
| WhatsApp Business app | WhatsApp Business API |
Cost | Free | Pay per message, plus a platform fee |
Users | One phone, a few linked devices | Many agents in a shared inbox |
Broadcasts | Small lists, manual | Large campaigns to opted-in customers |
Automation | Basic quick replies | Chatbots, CRM and website integration |
Green tick | Not available | Possible, subject to Meta approval |
Best for | Small shops | Growing businesses, e-commerce, clinics, schools |
The two parts of your bill
1. Meta’s message charges
Meta charges for template messages your business sends. Templates are pre-approved message formats. They fall into categories:
• Marketing: offers, product launches, festival greetings, reminders to buy. The most expensive category. [current rate]
• Utility: order confirmations, delivery updates, appointment reminders, payment receipts. Much cheaper than marketing. [current rate]
• Authentication: one-time passwords (OTP) for login. [current rate]
• Service: replies to messages your customers send you. When a customer messages you, you can reply freely within a 24-hour customer service window.
Rates differ by country. Messages to Indian numbers use Meta’s India rates.
2. The platform (BSP) fee
You access the API through a Business Solution Provider or a platform such as FluxxChat. The platform gives you the inbox, broadcast tool, chatbot builder and integrations. Platforms usually charge a monthly or yearly subscription, and some add a small markup per message.
FluxxChat plans: [add plan names and prices].
How to estimate your monthly cost
Use this simple formula:
Monthly cost = platform fee + (marketing messages × marketing rate) + (utility messages × utility rate) + (OTPs × authentication rate)
Example, to fill in with current rates:
Message type | Monthly volume | Rate | Cost |
Marketing campaigns | 5,000 | [current rate] | [calculate] |
Order and appointment updates | 3,000 | [current rate] | [calculate] |
OTPs | 1,000 | [current rate] | [calculate] |
Customer replies within 24 hours | 2,000 | Free | ₹0 |
Platform fee |
|
| [plan price] |
Ways to keep costs down
1. Send utility messages instead of marketing where it fits. A booking confirmation is utility; a discount offer is marketing.
2. Encourage customers to message first, with click-to-WhatsApp ads, website buttons and QR codes, so replies fall in the free service window.
3. Segment your lists. Send offers to customers likely to buy, not to everyone.
4. Clean your contact list. Remove numbers that never read or reply.
5. Use chatbots for common questions to reduce agent time.
Rules to follow
• Only message customers who have opted in to hear from you.
• Use approved templates for business-initiated messages.
• Make it easy to opt out.
• Low-quality campaigns that get blocked or reported can reduce your sending limits.
What businesses use it for
• Clinics: appointment confirmations and reminders
• E-commerce: order, shipping and abandoned cart messages
• Schools and coaching centres: fee reminders, admission follow-ups and notices
• Real estate: site-visit confirmations and new project updates
• Restaurants: order updates and weekly specials
Frequently asked questions
Is the WhatsApp Business API free? No. Meta charges for business-initiated template messages, and platforms charge a subscription. Replies within the 24-hour service window are free.
Can I get the green tick? You can apply through your platform. Approval is at Meta’s discretion and usually requires a notable, well-known brand.
Can I use my existing number? Yes, but a number registered on the API cannot be used on the regular WhatsApp app at the same time.
How long does setup take? With a verified Facebook Business account, setup often takes a few days.
