Short answer
For numbers in Egypt, Meta charges per delivered template message: marketing about $0.0644 (≈ 3.59 EGP), utility $0.0036 (≈ 0.20 EGP) and authentication $0.0036 (≈ 0.20 EGP). Messages customers send you are free, and each business number gets 1,000 free service messages per month.
| Message type | Price (USD) | Price (EGP) | 1,000 messages (EGP) |
|---|---|---|---|
| Marketing template | $0.0644 | ≈ 3.59 | ≈ 3,586 |
| Utility template | $0.0036 | ≈ 0.20 | ≈ 200 |
| Authentication template | $0.0036 | ≈ 0.20 | ≈ 200 |
| Messages from customers | Free | Free | Free |
Where these numbers come from
Rates are Meta's list prices for the Egypt market in US dollars, read from Meta's official pricing calculator on 26 October 2026. Egyptian pound amounts use 55.68 EGP per USD on the same day, so they move with the exchange rate.
Who pays
The business that owns the WhatsApp number pays Meta, usually with a card added in WhatsApp Manager or through its provider. Providers may add their own platform fee on top of Meta's price.
What each category means
Meta decides the category when it reviews your template, and the category sets the price.
Marketing
Offers, new projects, promotions, invitations and anything that tries to sell or bring the customer back. It is the most expensive category in Egypt.
Utility
A message about something the customer already did or asked for: a booking confirmation, payment receipt, appointment reminder or order update. A promotional sentence inside it makes it marketing.
Authentication
One-time passwords and login codes.
Service
Free-form replies you write inside the 24-hour window after the customer messages you. The first 1,000 per number each month are free; after that they are charged at Meta's published rate (since 1 October 2026).
What changed in 2025 and 2026
Meta moved to per-message pricing and changed what is free.
Per delivered message since 1 July 2025
You pay for each template message that is delivered, not for 24-hour conversations. Messages that fail to deliver are not charged.
Utility inside the window is charged since 1 October 2026
Utility templates sent while a customer service window is open used to be free; from 1 October 2026 they are charged at the utility rate.
Prices change on fixed dates
Meta updates rates only on 1 January, 1 April, 1 July or 1 October, with advance notice. Higher monthly volumes of utility and authentication messages unlock lower tier rates.
Example monthly bills in Egypt
Rough estimates at today's rate, before any provider fee.
A real-estate team sending 2,000 project offers
2,000 marketing messages × 3.59 EGP ≈ 7,170 EGP per month.
Viewing reminders for 1,000 booked clients
1,000 utility messages × 0.20 EGP ≈ 200 EGP per month.
Answering 800 customer questions
800 service replies inside the 24-hour window fall within the 1,000 free service messages for that number.
How to keep the bill low, honestly
Saving money should not mean disguising marketing as utility. Meta reviews templates and can recategorize them.
Let customers start the conversation
Click-to-WhatsApp ads and links on your website or page bring customers to you; replies within the window are service messages, and Meta offers a free entry point window after a Click-to-WhatsApp ad.
Use utility only for real updates
Booking confirmations, reminders and receipts are cheap and useful. Keep offers in marketing templates and send them to people who agreed to hear from you.
Send fewer, better marketing messages
Segment your list so each offer reaches people who are likely to care. Fewer blocks also protect your number's quality rating.