WhatsApp Cost Calculator

Meta charges per delivered template message — one send to one guest equals one charge. The key things to understand:

• Character limit: Up to 1,024 characters per message — far more than SMS. Unlike SMS which charges per 160-character segment, WhatsApp charges a flat rate regardless of message length. A short "Your room is ready" and a detailed booking confirmation with personalised guest details both count as one message at the same price.
• Rich content included: A single message can contain text, images, buttons, and personalised variables (guest name, booking reference, check-in time) — all for one per-message fee.
• Only charged on delivery: You're only billed when the message is successfully delivered to the guest's device. Failed deliveries are not charged.
• Templates only: Only pre-approved template messages are charged. Free-form replies within a 24-hour guest-initiated window are always free.

Yes, it matters — the category determines the rate you pay. Here's the practical difference:

• Marketing messages are promotional — offers, upsells, spa promotions, restaurant deals, re-engagement campaigns, or anything designed to drive revenue beyond the booking.
• Utility messages are transactional and guest-expected — booking confirmations, check-in instructions, room ready notifications, post-stay survey links, invoice copies.

The difference is intent: if you're informing or assisting the guest about something related to their stay, it's utility. If you're trying to sell them something, it's marketing.

There are three scenarios where you pay nothing:

• Service messages (24-hour window): When a guest messages you first, it opens a 24-hour free window. Any reply you send in that window — including utility templates — is free. This is perfect for answering guest questions during their stay.
• 72-hour free window: If a guest contacts you via a Click to WhatsApp Ad or Facebook Page button, all messages including templates are free for the next 72 hours.
• Utility messages within a service window: Booking updates, reminders or notifications sent while a guest-initiated conversation is open cost nothing.

Meta reviews and updates rates on a quarterly schedule — January 1, April 1, July 1, and October 1 each year. They commit to giving at least one month's notice before any rate change takes effect.

The UK marketing rate most recently increased on July 1, 2026. The utility rate has remained stable.

You don't need to track this yourself — the GuestTouch team monitors Meta's pricing updates and will communicate any changes that affect your messaging costs before they take effect. You can also always verify the latest rates directly on Meta's official page linked at the top of this calculator.