On Cloud API vs Twilio
On Cloud API charges 0% markup on Meta’s per-conversation rates — you pay Meta’s published rate and nothing on top, with a flat platform fee instead of a per-message cut. Twilio charges a flat $0.005 fee on every WhatsApp message, inbound or outbound, on top of Meta’s rates. The tables add one Twilio message fee to Meta’s conversation rate; multi-message conversations add $0.005 per message. The tables below put both side by side, with the source and verification date for each, so you can check every figure yourself.
Per-message rates, market by market
All figures in USD, per conversation. Service conversations — replies within the 24-hour customer window — are free on Meta’s Cloud API for both providers.
🇵🇰Pakistan
| Conversation type | Meta’s rate | On Cloud API | Twilio | Difference |
|---|---|---|---|---|
| Marketing | $0.0473 | $0.0473 | $0.0523 | +11% |
| Utility | $0.0100 | $0.0100 | $0.0150 | +50% |
| Authentication | $0.0100 | $0.0100 | $0.0150 | +50% |
| Service (within 24 h) | Free | Free | Free | same |
🇺🇸USA
| Conversation type | Meta’s rate | On Cloud API | Twilio | Difference |
|---|---|---|---|---|
| Marketing | $0.0250 | $0.0250 | $0.0300 | +20% |
| Utility | $0.0034 | $0.0034 | $0.0084 | +147% |
| Authentication | $0.0034 | $0.0034 | $0.0084 | +147% |
| Service (within 24 h) | Free | Free | Free | same |
🇨🇦Canada
| Conversation type | Meta’s rate | On Cloud API | Twilio | Difference |
|---|---|---|---|---|
| Marketing | $0.0250 | $0.0250 | $0.0300 | +20% |
| Utility | $0.0034 | $0.0034 | $0.0084 | +147% |
| Authentication | $0.0034 | $0.0034 | $0.0084 | +147% |
| Service (within 24 h) | Free | Free | Free | same |
🇧🇩Bangladesh
| Conversation type | Meta’s rate | On Cloud API | Twilio | Difference |
|---|---|---|---|---|
| Marketing | $0.0732 | $0.0732 | $0.0782 | +7% |
| Utility | $0.0113 | $0.0113 | $0.0163 | +44% |
| Authentication | $0.0113 | $0.0113 | $0.0163 | +44% |
| Service (within 24 h) | Free | Free | Free | same |
Sources & caveats
- Meta’s rates: Meta’s official WhatsApp Business Platform rate card, standard volume tier — verified 2026-07-14. Higher volumes qualify for Meta’s own volume discounts, which apply to both providers.
- Twilio: figures taken from Twilio's public WhatsApp pricing page — verified 2026-07-15.
- Twilio’s figures are Meta’s published rate plus Twilio’s own stated $0.005 per-message fee. Twilio bills per message, not per conversation, so a conversation with several messages adds $0.005 each. Twilio has no monthly platform fee.
- Plans differ in what they include — seats, integrations and message allowances — so compare the full plan, not just the headline price. Figures here are each provider’s own published numbers on the verification date and can change at any time.
Common questions
Is On Cloud API cheaper than Twilio?
On Cloud API charges 0% markup on Meta’s per-conversation rates — you pay exactly what Meta charges, plus a flat platform fee. Twilio charges a flat $0.005 fee on every WhatsApp message, inbound or outbound, on top of Meta’s rates. The tables add one Twilio message fee to Meta’s conversation rate; multi-message conversations add $0.005 per message. So the per-message cost is higher on Twilio in the markets shown below. Compare the platform fee separately, since that differs by plan.
What does “0% markup” actually mean?
It means the per-conversation fee you pay is Meta’s published rate, unchanged. On Cloud API makes its money on a flat monthly platform fee instead of taking a cut of every message, so your messaging cost does not rise as you scale.
Where do these numbers come from?
Twilio’s figures come from Twilio's public WhatsApp pricing page, verified on 2026-07-15. Twilio’s figures are Meta’s published rate plus Twilio’s own stated $0.005 per-message fee. Twilio bills per message, not per conversation, so a conversation with several messages adds $0.005 each. Twilio has no monthly platform fee. Meta’s rates are taken from Meta’s official rate card and verified on 2026-07-14. All figures are set independently by each provider and can change at any time.
Do Meta’s rates change?
Yes. Meta updates its rate card periodically and by country. That is also why provider rate cards drift: a card that has not been refreshed can show a rate that no longer matches Meta’s current one.
Pay Meta’s rate. Nothing on top.
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