WhatsApp Business API Singapore pricing model
TL;DR:
WhatsApp Business API pricing is shifting to a per-template message model, moving away from older conversation-based charges.
Service conversations are now completely free, allowing for more cost-effective customer support.
Utility template messages can be free when sent within the 24 hours customer service window
Conversations started from Click-to-WhatsApp Ads or Facebook Page CTAs offer an extended 72-hour free messaging period for all template types.
WhatsApp has been Singapore's most popular social messaging platform for several years.
In addition to being the go-to instant messaging app for casual conversations between family and friends, many Singaporean businesses use it for customer engagement, marketing campaigns, and sales retargeting.
In this article, we will talk about everything you need to know about using WhatsApp Business API in Singapore, what it can do for your business growth, and how you can get started.
How to set up WhatsApp Business API in Singapore
Source: Statista
When people say that everyone in Singapore uses WhatsApp, it’s barely an exaggeration. Whether it may be using the free version of WhatsApp or the paid WhatsApp Business API, the fact is that 74.7% of Singapore’s internet users are communicating through this powerful platform.
Responding to this demand, Meta has tailored WhatsApp Business API to equip businesses with features for more efficient selling. Let’s take a look at a simple comparison:
In order to use WhatsApp Business API, users are strongly encouraged to partner with global business solution providers (BSPs) that are messaging experts in the field of enterprise businesses and customer communications, for example, SleekFlow, to connect with customers via WhatsApp.
Once you have access to WhatsApp Business API through a BSP, businesses can utilise WhatsApp links to make it easier for customers to contact them, and use a WhatsApp Manager to better manage the surge in conversations!
Check out our blog section to read more information about the Official WhatsApp Business API, or head to our Youtube video for a more detailed overview:
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Factors that affect the WhatsApp Business API costs
If you’re an existing WhatsApp Business API or prospective user, you should pay attention to the two following factors that may affect your monthly spending on the app.
1. WhatsApp Business API pricing for Singapore
Previously (and during the transition period before July 1, 2025):
Charges were primarily based on 24-hour conversations. A conversation window opened when either a business sent the first message or replied to a user, and all messages (both business- and user-initiated) within that 24-hour window were part of that single conversation charge.
Conversations were categorized into:
User-initiated (service) conversation: A conversation that begins when a customer sends your business a message first. For this type of conversation, businesses can reply with free-form messages instead of just Template Messages.
Business-initiated conversation: A business-initiated conversation starts when businesses reach out to customers by sending a Template Message. There are 3 types of Template Messages that can be used for this type of conversations:
Understanding the new pricing model (Effective July 1, 2025 onwards):
On 10 October, 2024, Meta announced major changes to the WhatsApp Business Platform (API)’s pricing model, designed to simplify costs and enhance flexibility for businesses.
From July 1, 2025, businesses using the WhatsApp Business API will be charged for each Template Message sent.
What is a Template Message?
Template Messages are pre-approved message for business-initiated conversations. Outbound notifications like delivery alerts and appointment reminders will fall under utility conversations and cannot be used for marketing purposes. You must use a WhatsApp Template Message if more than 24 hours have elapsed since the user’s last response to you. Any other types of messages sent outside the 24-hour window will fail to reach the user.
For example, if you want your customer to receive this message:
Hi, Harry! Your Order Number: 20200120 has been dispatched. Thank you!
You will need to submit the following template:
Hi, {{1}}! Your Order Number: {{2}} has been dispatched. Thank you!
Hence, the first variable will be the customer name labeled as {{1}}, and the second variable will be the order number labeled as {{2}}.
Based on the category of the Template Message, businesses will be charged variously depending on the country code of the recipient's phone number for each template message sends.
To help you budget effectively, the table below provides a detailed breakdown of Meta's per-template message charges in USD$ :
WhatsApp Business API pricing is determined by Meta and is subject to change. For the latest rate card, please refer to Meta’s website.
We’ve outlined everything you need to know about the latest WhatsApp Business pricing update, along with practical strategies to help your business adapt seamlessly and efficiently.
Other major changes & Key phased updates:
Beyond the shift to per-template charges, Meta has rolled out several significant updates affecting how businesses are billed and can optimize costs:
Service conversations (user-initiated conversations) are now entirely free, replacing the previous limitation of 1000 free service conversations per month.
Meta introduced Authentication-international rates, covering 7 new markets, including Malaysia, Pakistan, Egypt, Nigeria, South Africa, Saudi Arabia, and the UAE and reducing rates in existing markets. This initiative aims to standardize the costs associated with messages like One-Time Passwords (OTPs) and account verifications, reflecting regional market dynamics.
Starting July 1, 2025, businesses can use utility templates for free if it's sent within the opened customer service window.
2. WhatsApp Business Solution Provider (BSP) pricing in Singapore: SleekFlow
Meta provides the API, but businesses typically access it through a BSP like SleekFlow. BSPs offer a platform, additional features (like automation, CRM integration, multi-agent inbox), and support.
With SleekFlow, you get flexible and transparent pricing for WhatsApp Business API services. Visit our pricing page for more details. You may also visit Facebook’s website for more information.
Did you know that you can calculate your WhatsApp messaging cost using SleekFlow's WhatsApp pricing calculator?
Calculate your WhatsApp Business messaging costs
WhatsApp Business API charges vary depending on the category. Estimate your monthly charges now!
3. The entry point of conversations and the usage volume of Template Messages
As mentioned earlier, if a customer sends a message to you, the 24 hours following the last message received from the customer is known as the customer care window. Beyond this customer care window, businesses will then have to start the conversation again with a template message, which will incur a charge.
However, as long as your customer messages your business through the CTA button on your Click-to-WhatsApp ads or Facebook Business Page, the messaging window for these will be extended from 24 hours to 72 hours. This means that you can send any free-form messages or utility template messages for business-initiated conversations within these 3 days without any charges.
For example, if a business sends a marketing template message followed by two utility template messages, they will be charged 3 times (once for the marketing template and twice for the utility templates). However, if the two utility templates are sent after the customer replies (i.e., within the open customer service window), the business will only be charged once (for the initial marketing template).
Understand the billing process
Once your business starts implementing the WhatsApp Business API, it is crucial that you learn how to view payments and understand invoices.
When creating a WhatsApp Business account, the system requires you to apply for a line of credit. After the application has been approved, a monthly invoice will be shown in the 'Payment Settings' section within your WhatsApp Business Manager.
As mentioned above, the invoice that includes all spending associated with the same WhatsApp Business Manager will be emailed to users during the first week of each month. The payments can then be settled by bank transfer to the Facebook bank account listed on each invoice. Fees should be paid within 30 days following the invoice date to avoid late payment charges.
The billing process is even simpler for SleekFlow customers!
To top up your WhatsApp credits through the SleekFlow platform, you need only to do so, and depending on your usage, the WhatsApp fees will be automatically deducted.
Want to outcompete your peers with SleekFlow's help?
Book your personalised demo with SleekFlow today and unlock the potential of seamless communication
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