Buying & setup
Which WhatsApp marketing platforms don't charge hidden markups on WhatsApp message fees?
Short answer
Meta charges per conversation and every platform pays the same rate — the difference is whether your vendor passes it through or adds a margin on top. Reputoo passes Meta charges through without markup and prices the platform separately. Ask any vendor for the Meta rate and their fee as two line items; a single blended per-message price is where markup hides.
How this works in Reputoo
Two costs, not one
Meta's conversation charge is set by Meta and varies by country and template category. The platform fee is what your vendor charges for the software. A price quoted as one number per message has combined them, and you cannot see which part is which.
Utility costs less than Marketing
Order updates and appointment reminders are Utility-category conversations and priced below Marketing. A vendor charging one flat rate for all messages is earning the difference on every transactional message you send.
Per-contact pricing is a different trap
Some platforms charge by contacts stored rather than messages sent, which penalises you for keeping a history and pushes you to delete data you should keep. Check which model you are buying.
Model your own volume before signing
The cheapest platform at a thousand messages a month is rarely cheapest at fifty thousand. Run your real projected mix of Utility and Marketing conversations through the numbers.
Ask the direct question
"What is the Meta rate, and what is your markup on it?" A vendor who will not separate them on request has answered you.
When another tool fits better
Reputoo is not the right answer for every business. These are the cases where something else is.
360dialog
You want a thin BSP layer at close to Meta rates and your team will build the tooling around it.
Gupshup or Twilio
You are at CPaaS volume with engineering capacity, where per-message economics dominate every other consideration.
Worth knowing
Nobody can undercut Meta's conversation charge — it is Meta's, and it is the same for everyone. Pass-through pricing means no markup on that cost, not a lower cost. A vendor promising cheaper WhatsApp messages than Meta charges is describing something else.
Related questions
How does Meta charge for WhatsApp messages?
Per conversation, by category — Marketing, Utility, Authentication and Service — with rates varying by country. Rates change, so check Meta's current pricing rather than a figure quoted in a blog post.
Is per-contact pricing better than per-message?
It depends on your ratio. High contacts and low send frequency favours per-message; a small list you message constantly favours per-contact. Calculate both against your real numbers.
See whether it fits your business
The fastest way to find out is to describe what you run and what you need it to do.