In Brazil, Meta charges US$ 0.0625 (R$ 0.3217) for each marketing message it delivers and US$ 0.0068 (R$ 0.0350) for each utility, authentication or service message, under the rate card effective October 1, 2026. These rates apply to customers whose WhatsApp number starts with +55, wherever your business is.
A marketing message costs more than nine times a utility message in Brazil, so campaigns are usually most of the bill. Each business phone number gets 1,000 free service messages a month: a business that only answers customers who write first pays Meta nothing until its replies pass 1,000 in a month.
A template that promotes: offers, launches, invitations to come back. It can be sent any time to customers who opted in.
Inside a free entry point window, opened when the customer writes from a click-to-WhatsApp ad.
Utility
US$ 0.0068
R$ 0.0350
A template about something the customer did or asked for, with no promotion: confirmations, updates, reminders about their order or account.
Inside a free entry point window. Inside the customer service window it is charged.
Authentication
US$ 0.0068
R$ 0.0350
A template with a one-time code that verifies the customer's identity.
Inside a free entry point window.
Service
US$ 0.0068
R$ 0.0350
Any reply that is not a template, sent while the customer service window is open.
The first 1,000 each month on each business phone number, and every one inside a free entry point window.
Meta's rate card effective October 1, 2026. The rate follows the country code of the customer's phone number, not where your business is.
A customer with a number from another country is charged that country's rate. A customer with a Portuguese number (+351) falls in Meta's Rest of Western Europe region: US$ 0.0592 per marketing message and US$ 0.0171 per utility, authentication or service message (R$ 0.3047 and R$ 0.0880).
Example monthly bills
These are examples, not quotes: made-up businesses in Brazil, priced with Meta's published rates. Your bill depends on how many messages of each category Meta delivers.
An aesthetics clinic sending appointment reminders
An aesthetics clinic in São Paulo with one WhatsApp number sends a reminder template the day before each of its 800 monthly appointments. Clients answer to confirm or reschedule, and the assistant's 1,200 replies that month go a little past the free 1,000.
Messages
Cost in USD
Cost in BRL
Appointment reminders800 utility messages
800 × US$ 0.0068 = US$ 5.44
800 × R$ 0.0350 = R$ 28.00
Replies to clients1,200 service messages (the first 1,000 a month are free)
200 × US$ 0.0068 = US$ 1.36
200 × R$ 0.0350 = R$ 7.00
Total for the month
US$ 6.80
R$ 35.00
A reminder counts as utility only while it stays free of promotion. If the clinic adds a discount on a facial to the reminder, Meta charges it as marketing.
A pet shop sending a weekend campaign
A pet shop in Belo Horizonte sends a marketing template with a grooming promotion to 1,500 customers who opted in. The assistant answers 900 messages in the month, all inside the free tier.
Messages
Cost in USD
Cost in BRL
Grooming promotion1,500 marketing messages
1,500 × US$ 0.0625 = US$ 93.75
1,500 × R$ 0.3217 = R$ 482.55
Replies to customers900 service messages (the first 1,000 a month are free)
No charge
No charge
Total for the month
US$ 93.75
R$ 482.55
At Brazil's marketing rate, the campaign is almost the whole bill. Sending it only to customers likely to book, rather than the whole list, is what lowers it.
A delivery restaurant that only answers incoming chats
A delivery restaurant in Recife sends no templates. Customers ask for the menu, opening hours and delivery fee, and the assistant sends 3,000 replies in the month from one number.
Messages
Cost in USD
Cost in BRL
Replies to customers3,000 service messages (the first 1,000 a month are free)
2,000 × US$ 0.0068 = US$ 13.60
2,000 × R$ 0.0350 = R$ 70.00
Total for the month
US$ 13.60
R$ 70.00
Customers who arrive from a click-to-WhatsApp ad on their phone open a free entry point window when the assistant replies, and every reply in it, for up to 7 days, costs nothing.
What changes the bill
Replies inside the free tier
The first 1,000 service messages each month on each business phone number are free, and a second number has its own 1,000. From the 1,001st, each reply costs US$ 0.0068 (R$ 0.0350).
Utility inside the window is charged
Since October 1, 2026, a utility template sent while the customer service window is open costs US$ 0.0068 (R$ 0.0350), the same as outside it. Before that date it was free.
Click-to-WhatsApp ads
A customer who writes from a click-to-WhatsApp ad on the WhatsApp app for Android or iOS opens a free entry point window when you reply within the customer service window. For up to 7 days, marketing, utility, authentication and service messages to that customer are free.
Billing in reais
Meta has published a BRL rate card since July 1, 2026. For Solution Providers and directly integrated businesses whose Sold-To country in Billing Hub is Brazil, new Messaging accounts are created in BRL and their charges are invoiced in reais by Facebook Brasil. Their portfolio must be entirely in BRL by June 30, 2027: from July 1, 2027, Meta stops delivering messages from their accounts that are not in BRL.
Boleto for monthly invoicing
For businesses in Brazil on monthly invoicing with a credit line, Meta's help center says the invoices from Facebook Serviços Online do Brasil Ltda are paid locally with the boleto bancário issued with each invoice.
Taxes
Meta's rate card does not mention taxes. Meta's terms for the WhatsApp Business Platform say the amounts it charges may be subject to and include applicable taxes and levies, including withholding taxes, and that the business is responsible for the taxes on its transactions.
Volume tiers in Brazil
In Brazil, the list rate covers the first 250,000 utility messages and the first 500,000 authentication messages each month, counted across your business portfolio. The lower rates apply only to the messages past each threshold, so a small business sending a few thousand templates a month pays the list rate on all of them.
Utility
Messages per month
Per message (USD)
Per message (BRL)
Up to 250,000
US$ 0.0068
R$ 0.0350
250,001 to 2,000,000
US$ 0.0065
R$ 0.0333
2,000,001 to 17,000,000
US$ 0.0061
R$ 0.0315
17,000,001 to 35,000,000
US$ 0.0058
R$ 0.0298
35,000,001 to 70,000,000
US$ 0.0054
R$ 0.0280
70,000,001 and up
US$ 0.0051
R$ 0.0263
Authentication
Messages per month
Per message (USD)
Per message (BRL)
Up to 500,000
US$ 0.0068
R$ 0.0350
500,001 to 3,000,000
US$ 0.0065
R$ 0.0333
3,000,001 to 5,250,000
US$ 0.0061
R$ 0.0315
5,250,001 to 10,000,000
US$ 0.0058
R$ 0.0298
10,000,001 to 20,000,000
US$ 0.0054
R$ 0.0280
20,000,001 and up
US$ 0.0051
R$ 0.0263
How it works with Yapper
Your assistant on Yapper answers customers who wrote to you first, so its replies are service messages: free up to 1,000 a month on each number, then US$ 0.0068 (R$ 0.0350) each. Templates Yapper sends for you are billed at their category's rate. An announcement you send from Yapper goes as a regular message to customers who wrote in the last 24 hours and as a marketing template, at US$ 0.0625 (R$ 0.3217), to the rest; follow-ups and reminders after the window use the template you picked for them.
Meta bills these messages to your own payment method in Meta's Billing Hub, in your Messaging account's currency, separately from your Yapper plan. Yapper cannot see whether a payment method is on file, so add one right after connecting your number: without it, replies stop after the free 1,000 and templates are not delivered.
Under Meta's rate card effective October 1, 2026, a marketing message to a +55 number costs US$ 0.0625 (R$ 0.3217), and a utility, authentication or service message costs US$ 0.0068 (R$ 0.0350). Meta charges per delivered message; messages customers send you are free.
Are replies to customers free in Brazil?
The first 1,000 service messages each month on each business phone number are free. After that, each reply costs US$ 0.0068 (R$ 0.0350). Replies inside a free entry point window, opened by a click-to-WhatsApp ad, are free too.
Can I pay Meta in reais?
Yes. Meta has published BRL rates since July 1, 2026: R$ 0.3217 per marketing message and R$ 0.0350 per utility, authentication or service message. For Solution Providers and directly integrated businesses whose Sold-To country is Brazil, new Messaging accounts are in BRL and invoiced by Facebook Brasil.
How much does a campaign to 1,000 customers cost in Brazil?
Delivering a marketing template to 1,000 customers with +55 numbers costs US$ 62.50 (R$ 321.70). Customers inside a free entry point window cost nothing, and a message that is not delivered is not charged.
By when must accounts move to reais?
Meta asks Solution Providers and directly integrated businesses whose Sold-To country is Brazil to have every Messaging account in their portfolio in BRL by June 30, 2027. From July 1, 2027, Meta stops delivering messages from their accounts that are not in BRL.
Do I need a payment method if I only answer customers?
Without a payment method, Meta delivers service messages only within the free tier of 1,000 per business phone number each month and stops delivering them after that. A business that may pass 1,000 replies in a month needs one in Meta's Billing Hub.
Sources
Checked . Meta's rates and rules on this page come only from Meta's public pages:
Plus applicable tax. Checkout shows the final total for your billing address before payment.Tax included. Checkout shows the final total for your billing address before payment.