Understand WhatsApp billing in Klaviyo
Learn how Klaviyo bills for WhatsApp, including which messages are charged, how Meta determines pricing, and where to find your current WhatsApp message rates.
Unlike channels such as email or SMS, WhatsApp is owned and operated by Meta. This means Meta determines which WhatsApp template messages are billable and how they're priced.
What types of messages are charged?
Meta charges for WhatsApp template messages rather than conversations. Pricing depends on:
- The type of template message.
- The recipient's country or region.
The following template message types may be billed:
- Marketing (also called promotional)
- Utility (also called transactional)
Each delivered marketing or utility template message is billed according to Meta's pricing rules.
How Klaviyo bills for WhatsApp
WhatsApp messages use Klaviyo's Mobile Messaging billing system. Instead of credits, each WhatsApp message has a dollar-based rate based on the message type and the recipient's country or region.
You purchase a Mobile Messaging plan upfront, and your WhatsApp messaging spend counts toward your available Mobile Messaging plan alongside your other supported mobile messaging channels.
For more information about Mobile Messaging pricing, see FAQ: Mobile Messaging per-message pricing (2026).
Find your WhatsApp message rates
Your WhatsApp message rate depends on:
- The recipient's country or region.
- The type of template message:
- Marketing
- Utility (transactional)
You can view the current rate for every country and region in your account. Go to Settings > Billing > Account Usage > View WhatsApp Ratios.
Some countries have their own individual rates, while others are grouped into Meta's regional pricing groups. If your country doesn't have its own individual rate, use the lists below to determine which pricing group it belongs to.
Countries with individual rates
- Argentina
- Brazil
- Chile
- Colombia
- Egypt
- France
- Germany
- India
- Indonesia
- Israel
- Italy
- Malaysia
- Mexico
- Netherlands
- Nigeria
- Pakistan
- Peru
- Saudi Arabia
- South Africa
- Spain
- Turkey
- United Arab Emirates
- United Kingdom
North America
- Canada
- United States
Africa
- Algeria
- Angola
- Benin
- Botswana
- Burkina Faso
- Burundi
- Cameroon
- Chad
- Republic of the Congo (Brazzaville)
- Eritrea
- Ethiopia
- Gabon
- Gambia
- Ghana
- Guinea-Bissau
- Ivory Coast
- Kenya
- Lesotho
- Liberia
- Libya
- Madagascar
- Malawi
- Mali
- Mauritania
- Morocco
- Mozambique
- Namibia
- Niger
- Rwanda
- Senegal
- Sierra Leone
- Somalia
- South Sudan
- Sudan
- Swaziland
- Tanzania
- Togo
- Tunisia
- Uganda
- Zambia
Asia Pacific
- Afghanistan
- Australia
- Bangladesh
- Cambodia
- China
- Japan
- Laos
- Mongolia
- Nepal
- New Zealand
- Papua New Guinea
- Philippines
- Sri Lanka
- Taiwan
- Tajikistan
- Thailand
- Turkmenistan
- Uzbekistan
- Vietnam
Central and Eastern Europe
- Albania
- Armenia
- Azerbaijan
- Belarus
- Bulgaria
- Croatia
- Czech Republic
- Georgia
- Greece
- Latvia
- Lithuania
- Moldova
- North Macedonia
- Serbia
- Slovakia
- Slovenia
- Ukraine
Latin America
- Bolivia
- Costa Rica
- Dominican Republic
- Ecuador
- El Salvador
- Guatemala
- Haiti
- Honduras
- Jamaica
- Nicaragua
- Panama
- Paraguay
- Puerto Rico
- Uruguay
- Venezuela
Middle East
- Bahrain
- Iraq
- Jordan
- Kuwait
- Lebanon
- Oman
- Yemen
Western Europe
- Austria
- Belgium
- Denmark
- Finland
- Ireland
- Norway
- Portugal
- Sweden
- Switzerland
Legacy Credit Pricing
If your plan has not yet changed to per-message dollar rates, the following credit pricing and calculation applies.
Country | Marketing | Transactional |
|---|---|---|
Argentina | 11 | 7 |
Brazil | 12 | 2 |
Chile | 16 | 4 |
Colombia | 3 | 1 |
Egypt | 20 | 1 |
France | 26 | 6 |
Germany | 25 | 10 |
Hong Kong | 13 | 3 |
Hungary | 15 | 6 |
India | 2 | 1 |
Indonesia | 7 | 4 |
Israel | 7 | 1 |
Italy | 13 | 6 |
Malaysia | 16 | 3 |
Mexico | 8 | 2 |
Netherlands | 30 | 9 |
Nigeria | 10 | 2 |
Pakistan | 9 | 1 |
Peru | 13 | 4 |
Poland | 6 | 2 |
Qatar | 6 | 2 |
Romania | 15 | 5 |
Saudi Arabia | 9 | 3 |
Singapore | 13 | 3 |
South Africa | 7 | 2 |
Spain | 11 | 4 |
Turkey | 2 | 1 |
United Arab Emirates | 7 | 3 |
United Kingdom | 10 | 4 |
Rest of North America | 5 | 1 |
Rest of Africa | 4 | 1 |
Rest of Asia Pacific | 14 | 3 |
Rest of Central and Eastern Europe | 16 | 7 |
Rest of Latin America | 14 | 2 |
Rest of Middle East | 7 | 3 |
Rest of Western Europe | 11 | 6 |
Other | 1 | 1 |
Service messages
Klaviyo does not bill for service messages, since these are not sent using WhatsApp templates. This includes messages sent through Keywords, Automations and Inbox.
However, if you use a follow-up template in Inbox to extend a conversation, that message will be billed as a template message.
Example: Using free sending in an automation
Let’s say you send a marketing message through a Campaign using a WhatsApp template that promotes a new product. Because this is a template message, it will be billed.
However, if that template includes a Quick Reply button (for example, “Show me more options”), and the customer taps it, this can trigger an Automation—such as a product recommendation flow. The messages sent through this Automation are service messages, not template messages, so they’re free.
When you won’t be charged for WhatsApp messages
Some types of messages and delivery outcomes are not billable. These exceptions ensure you’re only charged for successful, billable template messages.
These billing exceptions are based on Meta’s current WhatsApp pricing policies and may change at any time. Klaviyo cannot guarantee that these message types will remain free if Meta updates its billing rules. Learn more.
- A message fails to deliver.
For example, failed delivery errors such as Message Undeliverable or In order to maintain a healthy engagement ecosystem, the message failed to be delivered are not billed. - You send service messages.
Messages sent through Keywords, Automations, or Inbox that are not WhatsApp templates are free. However, if you use a follow-up template in Inbox to extend a conversation, that message is billed as a template message. - You send a utility template within an active service window.
Utility templates that continue an existing customer conversation within the 24-hour service window are not billed again. - A user starts a new conversation via a Click to WhatsApp Ad.
Any templates sent during the first 72 hours after the user’s initial message from a Click to WhatsApp Ad are free.
Purchase a Mobile Messaging plan
To send WhatsApp messages through Klaviyo, you need a Mobile Messaging plan.
Your Mobile Messaging plan can be used across supported mobile messaging channels. As you send WhatsApp messages, the cost of each message is deducted based on your account's current rates.
If you're a contracted customer, contact your Klaviyo Customer Success Manager to update your Mobile Messaging plan.
If you're not on a contract, you can purchase or upgrade your Mobile Messaging plan at any time from Settings > Billing.
Additional resources
- How to add or change a plan in Klaviyo
Learn how to manually upgrade or downgrade your Klaviyo billing plan.