There are two separate bills involved in running WhatsApp for business, and confusing them is how teams end up surprised.
Bill one: Meta
Meta charges for the messaging itself, priced by category — broadly, marketing, utility, authentication and service — and the rate varies by country. Meta has revised this model more than once, including a shift toward per-message pricing for template categories, so treat any rate you read in a blog post as out of date and check Meta's own pricing documentation for your market.
Bill two: your platform
Whatever software you use to actually run the channel. Many providers resell messages with a per-message markup on top of Meta's rate, which means your software bill scales with your volume.
How ReachO does it
Your workspace connects your own WhatsApp Business account, so Meta bills you directly at their rates with no markup from us. ReachO charges for the platform — your plan and your seats. There is no message quota to buy back and no per-message margin, which also means we have no incentive to encourage you to send more than you should.
The cost nobody budgets for
Blocks and quality rating. Sending marketing templates too often to people who did not really opt in drives block rates up, which lowers your number's quality rating and eventually your messaging limits. That is a far more expensive mistake than the per-conversation rate.