Is WhatsApp Business free?
Yes. The WhatsApp Business app is free to download (WhatsApp), and WhatsApp lists no charge for chatting with customers in it. You pay only if you choose extras: sending business broadcasts, a Meta Verified subscription, or the WhatsApp Business Platform (often called the API), which charges per message.
We checked every price below on 18 October 2026.
Checked 18 Oct 2026
WhatsApp Business vs WhatsApp
WhatsApp says the Business app is "intended to feel and work just like WhatsApp Messenger" (WhatsApp), with extra tools for businesses. The free extras include (WhatsApp Business):
| Feature | What it does |
|---|---|
| Business profile | Your logo, description, opening hours and website |
| Greeting message | An automatic welcome to new customers |
| Away message | An automatic reply outside your opening hours |
| Quick replies | Shortcuts for answers you type often |
| Labels | Sort chats, for example "new enquiry" or "paid" |
| QR codes and short links | So customers can start a chat with you |
You can use WhatsApp and WhatsApp Business at the same time, but each must be linked to a different phone number. If you're not a business, WhatsApp says there's no need for the Business app.
What costs money
1. Business broadcasts
This is the Business app's tool for sending one message, like an offer or news, to many customers. WhatsApp mentions free messages, and its Android guide links them to a Meta Verified subscription. Once any free messages are used, you add a payment method (WhatsApp). It doesn't say how many messages are free.
After that, you pay for each message delivered. The price depends on the country of the person you're messaging. The GBP rate card linked from WhatsApp's pricing page shows £0.0458 per UK marketing message, about 4.6p. The app shows the total and estimated tax before you pay. WhatsApp says business broadcasts are only in limited countries so far, so you may not see them yet.
Our WhatsApp broadcast guide explains how they work and the free broadcast lists.
2. Meta Verified
Meta Verified is a paid subscription that gives your business a verified badge, among other features. Meta lists its Meta Verified plans and prices on its Meta Verified for business page, and says plans and prices can vary by region.
3. The WhatsApp Business Platform (API)
The Platform is for businesses that send messages from software, such as a booking system or a chatbot, rather than from a phone. You don't download it. Most small businesses connect through a provider, though a business can also connect to Meta directly.
Since 1 July 2025 Meta charges per delivered message, not per conversation (Meta). Messages customers send you are free. Meta's UK rates from 1 October 2026:
| Message type | Example | UK price per message |
|---|---|---|
| Marketing | An offer or a "we have slots this week" message | £0.0458 |
| Utility | A booking confirmation or reminder | £0.0159 |
| Authentication | A one-time login code | £0.0159 |
| Service | A reply to a customer who messaged you | £0.0159 after the first 1,000 a month |
Two rules matter for a small business:
- Templates for first contact. On the Platform, a message you start must use an approved template. Free-form replies are only allowed within 24 hours of the customer's last message.
- Service replies are no longer all free. Meta made them free in November 2024, then started charging again on 1 October 2026. Each business number gets 1,000 free service messages a month, which don't roll over. Utility messages sent inside the 24-hour window are charged again from 1 October 2026 too.
Provider fees on top
Most small businesses reach the Platform through a provider, and providers add their own charges. Two examples:
- Twilio adds $0.005 per message, in or out, on top of Meta's fee.
- 360dialog charges a monthly fee per number, from €49.
So a Platform setup has two bills: Meta's per-message charges and the provider's.
Which one do you need?
| If you... | Use |
|---|---|
| Chat with customers from one phone | The free Business app |
| Want automatic away messages and quick replies | The free Business app |
| Want to send offers to a list now and then | Business broadcasts (paid per message) or free broadcast lists |
| Want a booking system or chatbot to send and answer WhatsApp messages | The Platform, through a provider |
If you chat with customers from one phone, the free app may be all you need.
Common questions
Is WhatsApp Business free for small businesses?
Yes, the app is free to download, and WhatsApp lists no charge for chatting with customers in it. You only pay for optional extras like business broadcasts or Meta Verified.
Do customers pay anything to message my business?
No. Meta only charges for messages from businesses to customers, not the other way round.
Can I use WhatsApp and WhatsApp Business on the same phone?
Yes. WhatsApp says you can use both at the same time, but each must be linked to a different phone number.
Do I need the API?
Only if you want software to send or answer messages for you. For chatting from your phone, the free app is enough.
Where we help
We look after keeping in touch with your past customers by email and WhatsApp, using the details your business already has. We also set up a website chatbot that answers everyday questions on your website or WhatsApp, using your business information. Anything it can't answer comes to you.
Get Your Free Business Roadmap
Book a free 20-minute Google Meet, then receive a simple one-page plan: The tool that will work FOR you day & night.
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Monthly work from £375. Setup is quoted after the free call, once James knows what your business needs.