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Estimated monthly cost

Tawasel Starter plan AED 99.00
Marketing messages (500) AED 85.00
Utility messages (200) AED 10.00
Authentication messages (0) AED 0.00
Total Meta message fees AED 95.00
Total estimated monthly cost AED 194.00
Service messages (replies within 24 hours of a customer messaging you first) are free and not included in this estimate.
These are estimates. Rates as used in existing Tawasel documentation. Meta may update rates — check Meta's official pricing page for the latest figures. Tawasel passes Meta's per-message charges through at cost with no markup.

How WhatsApp API pricing works

WhatsApp Business API pricing has two layers, and understanding both is essential to predicting your monthly bill.

Layer 1: Meta's per-message charges. Meta charges for every delivered template message. Since 1 July 2025, billing is per message, not per 24-hour conversation. Each delivered message is categorised as Marketing, Utility, or Authentication, and billed at that category's rate. Rates vary by the recipient's country — this calculator uses approximate UAE rates. Service messages (your replies within 24 hours of a customer messaging you first) remain free.

Layer 2: BSP platform fees. You access the WhatsApp Business API through a Business Solution Provider (BSP) like Tawasel. Your BSP charges a monthly platform fee that covers the inbox, team features, AI replies, broadcast tools, and automation. Some BSPs also add a per-message markup on top of Meta's rates — Tawasel does not. You pay Meta's rate at cost, plus the flat platform fee.

This two-layer structure means your total bill is always the sum of a predictable subscription fee and a variable message fee that scales with your outbound volume.

What affects your monthly bill

Message volume and category. The biggest variable is how many template messages you send and what type they are. Marketing messages (broadcasts, promotions, re-engagement) cost roughly three times more than utility or authentication messages. Service replies are free, so businesses that mostly handle inbound customer enquiries will pay very little in Meta fees.

Broadcast frequency. Broadcasts are the most common source of high Meta fees. Each recipient in a broadcast is a separate delivered message. Sending a weekly promotional broadcast to 1,000 opted-in customers means 4,000 marketing messages per month — approximately AED 680 in Meta fees alone. Segment your audience and send targeted broadcasts to keep costs proportional to results.

Number of agents. Each Tawasel plan includes a set number of agent seats (Starter: 3, Growth: 10, Pro: 25). If you need more, additional seats are AED 39/month each. Your platform fee is determined by the plan and any extra seats, regardless of message volume.

Billing cycle. Switching from monthly to annual billing saves approximately 20% on the Tawasel platform fee — AED 79/month for Starter, AED 219/month for Growth, AED 439/month for Pro. Meta's per-message charges are the same either way.

Frequently asked questions

How much does the WhatsApp Business API cost in the UAE?
WhatsApp Business API pricing has two layers. First, your BSP platform fee — Tawasel plans start at AED 99/month (Starter), AED 279/month (Growth), or AED 549/month (Pro). Second, Meta's per-message charges: approximately AED 0.17 per marketing message, AED 0.05 per utility message, and AED 0.05 per authentication message. Service replies within 24 hours are free. There are no setup fees with Tawasel.
Does Meta charge per message or per conversation?
Per message. Meta retired the old 24-hour conversation-based billing on 1 July 2025 and now charges for each delivered template message, categorised as Marketing, Utility, or Authentication. Service messages — your replies within 24 hours of a customer messaging you first — remain free.
Are there hidden fees with Tawasel?
No. Tawasel passes Meta's per-message charges through at cost with no markup. You pay the flat monthly platform fee (from AED 99/month) plus Meta's exact per-message rates. No setup fees, no hidden surcharges. You can start with a free 30-day trial without a credit card.

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