Short answer: Meta charges per delivered template message. In Singapore, a marketing message costs about S$0.09 and a utility message about S$0.02, before 9% GST. Your platform or developer fee is separate.
What Meta charges for
Meta prices each message by its category. There are four:
- Marketing: promotions, offers, “we miss you” messages. About S$0.09 each.
- Utility: booking confirmations, reminders, order updates. About S$0.02 each.
- Authentication: one-time passcodes. About S$0.02 each.
- Service: your replies to a customer who messaged you first. The first 1,000 each month are free for each number.
What changed in 2026
- 1 April 2026: Meta started to bill in Singapore dollars.
- 1 July 2026: Singapore got its own rate. Before, it used the “Rest of Asia Pacific” rate. Utility and authentication messages became more expensive.
- 1 October 2026: two kinds of message that were free are billed again: service messages past the free tier, and utility messages sent inside an open customer service window.
A worked example
A clinic sends 400 appointment reminders (utility) and one promotion to 300 customers (marketing) in a month.
- 400 × S$0.02 = S$8
- 300 × S$0.09 = S$27
- Total to Meta: about S$35, plus GST.
How to keep the cost down
- Send reminders as utility messages, not marketing messages. Meta checks the category.
- Send promotions only to customers who asked for them. Fewer blocks keep your number in good standing.
- Answer questions fast. Replies inside a conversation the customer started cost less than new template messages.
Sources
- Meta: WhatsApp Business Platform pricing (checked 14 Nov 2026)
- Meta's SGD rate card, in the “Rate cards and volume tiers” section of the page above.
Book a free call to estimate your own monthly cost.