WhatsApp Business API Pricing: Costs and Rates in Spain [2026]

"Is the WhatsApp Business API free?" It's the question most repeated in forums, WhatsApp groups, and product meetings. The short answer: API access is free. Meta doesn't charge a license to use it. What it does charge is each conversation you maintain with your customers, with rates that vary according to message type and recipient country. To that you must add the cost of the BSP provider you choose to connect to the API and, if you decide to implement an AI agent, associated infrastructure costs. In this guide we break down each cost layer so you can calculate your real budget before taking the leap. If you need prior context about what the platform is and how it works, check our complete WhatsApp Business API guide.
Pricing Model: Pay Per Conversation
Since 2023, Meta applies a billing model based on conversations, not individual messages. A conversation equals a 24-hour window from the first message that opens it. Within that window, you can exchange unlimited messages with the same contact paying a single rate. If the customer responds within 24 hours, the conversation stays active at no additional cost. After 24 hours, any new message opens a new billable conversation.
Meta classifies conversations into four categories with different prices:
- Service conversation: initiated by the customer. It's the cheapest and the first 1,000 per month are free. Covers customer service, query resolution, and general support.
- Marketing conversation: initiated by the company for promotional purposes. Offers, launches, campaigns. It's the most expensive category.
- Utility conversation: initiated by the company with transactional content. Order confirmations, shipping updates, appointment reminders.
- Authentication conversation: OTP codes, two-factor verification, identity validation.
The distinction matters because the price difference between categories can triple. Understanding what type of conversation each interaction generates is key to controlling spending.
Conversation Rates in Spain (2026)
Meta's rates vary by recipient country. For Spain, the current prices in 2026 are:
| Conversation type | Price per conversation (EUR) | Initiated by |
|---|---|---|
| Service | ~0.0477 (first 1,000 free/month) | Customer |
| Marketing | ~0.0592 | Company |
| Utility | ~0.0347 | Company |
| Authentication | ~0.0313 | Company |
Important notes about this table:
- Prices are Meta's wholesale rates. Any BSP can apply an additional margin on top.
- The first 1,000 service conversations per month are completely free. For many SMEs, this covers their entire support volume.
- Free entry point conversations (originated from click-to-WhatsApp ads or QR codes) open an extended 72-hour window at no cost.
- Meta updates rates periodically. Always check official WhatsApp Business Platform documentation for current prices.
- VAT (21% in Spain) applies to the total invoice.
Real Cost: API + BSP + Infrastructure
The total WhatsApp Business API pricing isn't just Meta's rates. The real cost has three layers you must calculate separately:
1. Meta conversation rates. The variable component that depends on volume and type of conversations. It's the same regardless of the BSP you use.
2. BSP fee. Each BSP provider has its billing model: fixed monthly fee (from 0 to 500+ EUR/month), message or conversation surcharge, or mixed model. Some like 360dialog don't apply margin on conversations but charge monthly subscription. Others like Twilio operate on pay-per-use with a per-message markup. Platforms like GuruSup or Brevo include additional functionalities (like AI agents or marketing tools) within the fee.
3. Infrastructure and tools. If you implement an AI agent, LLM costs (calls to models like GPT-4o or Claude), webhook server hosting, CRM integration, and technical maintenance. If you use a BSP that includes these layers, this cost is diluted in the subscription.
Real example: e-commerce in Spain
Let's see the calculation for an online store managing support and campaigns via WhatsApp:
- 5,000 service conversations/month: 4,000 billable (1,000 free) x 0.0477 = 190.80 EUR
- 1,000 marketing conversations/month: 1,000 x 0.0592 = 59.20 EUR
- BSP fee (mid-range): 50-200 EUR/month
- Total: 300-450 EUR/month for 6,000 conversations
The comparison is direct: a full-time support agent costs between 2,000 and 2,500 EUR/month in Spain and handles about 1,500 monthly conversations. With the WhatsApp Business API and an AI agent, you handle four times more conversations for one-fifth the cost. The numbers speak for themselves.
How to Optimize Costs
Five strategies to reduce your bill without sacrificing service quality:
1. Maximize the 1,000 free service conversations. Ensure your customer service flows prioritize resolution within this monthly quota. For many SMEs, 1,000 free conversations cover 100% of their support.
2. Prioritize service conversations over marketing. A service conversation costs three times less than a marketing one. Design your flows so the customer initiates the conversation whenever possible: website buttons, in-store QR codes, direct email links.
3. Resolve within the 24-hour window. Each time a conversation exceeds the window, a new billable one opens. An AI agent that responds in seconds instead of hours drastically reduces conversations that reopen due to lack of timely response.
4. Implement AI agents to increase resolution rate. More autonomous resolution means fewer escalations, fewer total conversations, and lower accumulated cost. An AI agent for WhatsApp with a 70% resolution rate reduces the volume of conversations requiring human intervention to less than a third.
5. Choose a BSP with transparent pricing. Some providers charge fixed monthly fees, others apply per-message surcharges above Meta's rates. Compare total cost of ownership (TCO), not just unit price. A seemingly more expensive BSP that includes chatbot, integrated CRM, and analytics can be more cost-effective than a cheap one requiring paid external integrations.
Cost Comparison by BSP
Each BSP positions itself for a different company profile. The table summarizes the most relevant pricing models in the Spanish market:
| BSP | Monthly fee | Message markup | Ideal for |
|---|---|---|---|
| GuruSup | Competitive | Included | AI agents + integrated WhatsApp |
| Twilio | Pay per use | ~0.005 EUR/msg | Development teams |
| Infobip | Custom | Custom | Enterprise, omnichannel |
| Brevo | From 25 EUR/month | Included | SMEs, digital marketing |
| 360dialog | From 49 EUR/month | No markup | High volume, direct API access |
| Wati | From 39 EUR/month | Variable | SMEs without technical team |
| Kommo | From 15 EUR/user | Included | Sales teams with CRM |
For a detailed analysis of each provider, check our BSP providers guide. And if you're still not sure whether you need the API or the free app is enough, the WhatsApp Business vs API comparison will help you decide.
Conclusion
WhatsApp Business API pricing doesn't reduce to a single figure: it's the sum of Meta's per-conversation rates, the BSP fee, and infrastructure costs. For most companies in Spain, total cost ranges from 100 to 500 EUR/month, a fraction of what an equivalent support team costs. The key is choosing the right BSP, optimizing conversation types, and leveraging AI agents automation to multiply efficiency.
If you're ready to take the leap, start by configuring your WhatsApp Business API or try GuruSup free and connect an AI agent to your WhatsApp in minutes.


