Meta charges for each template message that’s delivered. The price depends on the template’s category and the customer’s country. Soosh shows an estimated cost before you send, but Meta bills you, not Soosh: messages aren’t taken from your Soosh wallet.
Why campaigns cost money
Section titled “Why campaigns cost money”WhatsApp belongs to Meta, and Meta sets the price of business messages. Since July 2025, Meta charges per message: each template message delivered to a customer has a price. Replies to a customer inside the 24-hour window are free, and so are utility templates sent while that window is open.
A campaign always sends a template, so its messages are usually charged. The price of each one depends on:
- The category. Marketing costs the most. Utility and authentication cost less. See Template categories.
- The customer’s country. Meta prices some countries on their own, and groups the rest into regions, like “Rest of Asia Pacific”. A message to Priya in India and one to a customer in Germany cost different amounts.
- Your volume. Meta gives volume discounts on some categories.
Meta bills each WhatsApp Business Account in its own currency, from its own price list for that currency.
How Soosh estimates the cost
Section titled “How Soosh estimates the cost”When you add customers to a campaign, the Add customers window shows an Estimated cost on its last step, before you click the add button. The campaign page shows it again under Check and send, and the confirmation before sending repeats it.
To work it out, Soosh:
- Looks at each customer’s number to find their country.
- Counts the messages for each country or region.
- Multiplies by Meta’s rate for the template’s category there.
Soosh only counts messages that haven’t gone out yet. The prices come from a copy of Meta’s price list that Soosh’s administrators keep up to date. The estimate is in the currency Meta bills your WhatsApp number in.
The estimate is the most the campaign can cost. It leaves out volume discounts and free messages, and you pay nothing for messages that fail. Some cases look different:
- No prices yet. If Soosh has no price list in your billing currency, it says so, like No INR prices yet, and shows only the number of messages.
- Currency not known yet. If Meta hasn’t said which currency it bills your number in, the estimate is in US dollars, with a note saying so.
- Numbers with no price. Messages to a country with no price on the list are left out of the total, and Soosh says how many.
Who bills you
Section titled “Who bills you”Meta bills the payment method on your WhatsApp Business Account, which you manage in Meta’s WhatsApp Manager. The bill comes from Meta.
Your Soosh wallet in Settings > Wallet (opens Soosh in a new tab) doesn’t pay for WhatsApp messages. Campaigns keep sending whatever its balance is. The wallet pays for Soosh’s AI features. See How billing works.
To see what Meta actually charged, go to Analytics > WhatsApp insights (opens Soosh in a new tab) and open Pricing. It shows the cost by category and country, and how many messages were free.
What it means for you
Section titled “What it means for you”- Check the estimate before you send. It’s the quickest way to spot a campaign that’s bigger or dearer than you meant.
- Use the right category. A marketing template costs more than a utility one, but a promotion sent as utility gets rejected or moved to marketing.
- Send to people who want it. Smaller, well-chosen audiences, like customers tagged VIP, cost less and get more replies.
- Compare with the real bill. The Pricing numbers in WhatsApp insights are usually lower than the estimate.