Three things people mean by "WhatsApp Business"
When someone asks what WhatsApp Business costs, they usually mean one of three different products.
- The WhatsApp Business app: the free app for Android and iPhone, used by most small businesses.
- The WhatsApp Business API, also called the WhatsApp Business Platform: a paid service for larger teams and software integrations, usually used through a provider.
- Add-on tools that work with your existing number, such as InBetween, which forwards customer messages to a coworker.
What the WhatsApp Business app costs
The app itself is free. There is no subscription, no fee per message and no fee per customer. You get a business profile, a catalog, greeting and away messages, quick replies, labels and up to 4 linked devices such as WhatsApp Web.
The real costs are indirect:
- A number. You can use your current number, or a second SIM or eSIM if you want to keep private and business chats apart. See second WhatsApp number or forwarding.
- A phone. The app runs on a phone. Linked devices still depend on that main account.
- Time. If you are the only one with the app, you pass every question on to your team by hand. That time is the cost most owners underestimate.
Not set up yet? Read how to create a WhatsApp Business account.
WhatsApp API pricing: how Meta charges per message
The WhatsApp Business API, also sold as the WhatsApp Business Platform or the Cloud API, has no app of its own. You use it through a provider (a Business Solution Provider) or through software built on top of it, such as a team inbox. Since July 2025 Meta charges per delivered template message instead of per conversation. A template is a pre-approved message the business sends first, or after the customer has been quiet for more than 24 hours.
| Message type | Example | Meta fee |
|---|---|---|
| Marketing template | Offer, newsletter, reminder to come back | Paid, the highest rate |
| Utility template | Order update, appointment confirmation | Paid, but free inside an open 24-hour window |
| Authentication template | One-time login code | Paid, usually the lowest rate |
| Service message | Your reply after the customer messaged you | Free inside the 24-hour window |
The rate also depends on the customer's country, so a message to India costs something different from one to Germany or Brazil. Meta publishes its current rate card on its developer site and changes it from time to time; check it before you calculate.
On top of Meta's fees comes the provider. The Cloud API is hosted by Meta, so Meta charges no separate hosting fee, but most businesses do not connect to it directly. Providers charge a monthly platform fee, often per user or per number, and some add a markup per message. That is why "the cheapest WhatsApp API" depends more on the provider's fee and your message mix than on Meta's rates.
To estimate your own WhatsApp API cost:
- Count how many messages you start yourself per month, split by marketing, utility and authentication.
- Multiply each by Meta's rate for your customers' country.
- Add the provider's monthly fee and any per-message markup.
- Replies to customers who message you first cost nothing at Meta, so a business that mostly answers questions pays mainly the provider fee.
On top of that come setup costs: Meta business verification, often a separate phone number, and time to connect everything. For a support team that is worth it; for "a customer message should reach my technician", it usually is not. See InBetween vs the WhatsApp Business API.
What InBetween costs
InBetween is not a replacement for WhatsApp Business. It connects to your existing WhatsApp or WhatsApp Business number by QR code or pairing code, like WhatsApp Web, and forwards each customer message automatically to one coworker. The coworker replies in their own WhatsApp and the customer gets the answer from your business number. Customer numbers are hidden by default.
- First 30 days: Pro+ free, no card needed.
- Basic: free, 25 customer messages per month.
- Pro: €87 per month, 2,000 customer messages.
- Pro+: €142 per month, unlimited.
Only incoming customer messages that are forwarded count; replies do not. There are no Meta fees, because InBetween does not use the Business API. You cancel monthly and pay through Mollie (card, SEPA or iDEAL). The app dashboard is currently in Dutch. Full details are on the pricing page.
Forward customer messages automatically. Replies go back from your number.
Try free for 30 daysThe costs side by side
| What you pay | What you get | Fits when | |
|---|---|---|---|
| WhatsApp Business app | Free | Profile, catalog, auto replies, labels, up to 4 linked devices | You answer customers yourself |
| WhatsApp Business API | Provider fee + Meta fees per template message | Team inbox, integrations, campaigns, reporting | Several agents answer at once |
| InBetween on top of the app | €0 (25 messages), €87 or €142 per month | Each customer message forwarded to one coworker, reply from your number | Someone else does the work and should answer |
How to choose without overpaying
Start with the free app. Only add something when you notice a concrete problem. If you lose time passing on questions, or a coworker needs customer messages without seeing all your chats, try a forwarding tool first: it is cheaper and set up in minutes. Move to the Business API when you have several people answering at the same time, need reporting, or want to send campaigns. Being honest: if you get a handful of messages a week, the free app alone is enough and no paid tool is worth it.
Frequently asked questions
Is WhatsApp Business free?
Yes. The WhatsApp Business app is free to download and use on Android and iPhone. You pay nothing per message. The WhatsApp Business API is a separate, paid product.
What does the WhatsApp Business API cost per message?
Meta charges per delivered template message, with rates that depend on the category (marketing, utility, authentication) and the customer's country. Replies inside the 24-hour customer service window are free. Providers add their own fee. Check Meta's current rate card, since it changes.
Do I pay Meta fees with InBetween?
No. InBetween works with your existing WhatsApp or WhatsApp Business number through linked-device technology, not through the Business API, so there are no Meta usage fees. You only pay the InBetween plan, and Basic is free.
Is InBetween an official WhatsApp or Meta integration?
No. InBetween uses the same linked-device technology as WhatsApp Web. That is why it works with your existing number and without the WhatsApp Business API. If you need an official Meta integration, a Business API platform is the better fit.