Gupshup WhatsApp pricing in India in 2026 is US$0.001 (about ₹0.088) per message on its self-serve API, plus Meta's fee at actuals: ₹0.8631 per marketing message and ₹0.115 per utility or authentication message. So 1 lakh utility messages cost about ₹20,300 and 1 lakh marketing messages about ₹95,110 before GST, while Gupshup's India CX plan instead charges ₹5,000 a month plus ₹0.32 per message, incoming and outgoing.
Published by RichAutomate, a WhatsApp Business API provider that competes with Gupshup. Gupshup figures below were read from Gupshup's own public pricing pages, checked 29 Oct 2026, unless a line says otherwise. Verify them before you sign.
Gupshup pricing per message in India (INR table)
All figures exclude 18% GST. Gupshup's self-serve fee is published in US dollars; we convert at ₹88 to the dollar.
| Message type (India) | Meta fee | Gupshup self-serve fee | Total on Gupshup self-serve | Gupshup CX plan (India) | RichAutomate Client Pay |
|---|---|---|---|---|---|
| Marketing template | ₹0.8631 | US$0.001 ≈ ₹0.088 | ≈ ₹0.951 | ₹0.8631 + ₹0.32 = ₹1.183 | ₹0.8631 + ₹0.10 ≈ ₹0.96 |
| Utility template | ₹0.115 | ≈ ₹0.088 | ≈ ₹0.203 | ₹0.115 + ₹0.32 = ₹0.435 | ₹0.115 + ₹0.10 = ₹0.215 |
| Authentication (OTP) template | ₹0.115 | ≈ ₹0.088 | ≈ ₹0.203 | ₹0.435 | ₹0.215 |
| Service reply (inside 24h window) | First 1,000/month free per number, then utility rate | ≈ ₹0.088 | ₹0.088 within the free 1,000 | ₹0.32 | ₹0.10 within the free 1,000 |
| Incoming customer message | Free | ≈ ₹0.088 | ≈ ₹0.088 | ₹0.32 | ₹0 |
| Platform / monthly fee | None | None on self-serve | ₹0 | ₹5,000/month (free for the first 3 months, per the offer) | ₹0 (optional plans ₹499 / ₹899 / ₹1,199) |
RichAutomate figures are from our pricing page. On RichAutomate the ₹0.10 fee applies to messages you send; incoming messages are not charged.
Gupshup WhatsApp pricing: what the self-serve page says
Gupshup's self-serve WhatsApp API pricing page (checked 29 Oct 2026) states that "Gupshup charges a standard 0.001 USD per message fee" and that WhatsApp's own fee "is billed at actuals". The Gupshup fee lines it lists:
- Template message (outgoing): US$0.0010 per message.
- Session message (outgoing and incoming text): US$0.0010 per message. Messages your customers send you are charged too.
- Media above 64 KB: free.
- Voice calls (user- and business-initiated): US$0.0001 per second.
- Service messages: the page notes the first 1,000 service messages are free of WhatsApp fees, and that Meta charges for service messages from 1 October 2026.
There is no setup fee, subscription or volume commitment on self-serve. Enterprise pricing is quote-based through Gupshup's sales team.
Wallet and currency: Gupshup's help centre (last checked October 2026) describes a prepaid wallet that works in US dollars, with a US$10 minimum recharge, and says Meta's fee is taken from WhatsApp's USD rate card. Your rupee cost therefore moves with the exchange rate and any forex markup your card adds.
Marketing markup: Gupshup's help centre (last checked October 2026) describes a 6% markup on the WhatsApp marketing fee from 1 January 2026 when marketing messages go through the regular Cloud API instead of MM Lite. On 29 Oct 2026 the markup row on the self-serve pricing page read "NA" for the default country view, so ask which route your number uses. New accounts are placed on MM Lite by default, per the same help article.
Gupshup CX plan pricing for India (₹5,000/month)
Gupshup also publishes a separate India page for its CX product (checked 29 Oct 2026): ₹5,000 per month, offered free for the first 3 months ("conditions apply"), plus a Gupshup message charge of ₹0.32 per message, with "incoming and outgoing messages charged equally". Meta's charges are billed on actuals on top. The plan includes campaigns, a bot builder with up to 5 bot journeys, a multi-agent dashboard and up to 5 users.
This is the plan to compare if you want an inbox and chatbot from Gupshup rather than a bare API. Because the ₹0.32 applies to incoming messages too, a support-heavy number pays it on both sides of every conversation.
Gupshup SMS pricing in India
Gupshup does not publish India SMS prices. Its SMS page (checked 29 Oct 2026) lists no per-SMS rate and asks you to book a consultation, so Gupshup SMS pricing is quote-based and depends on volume, route (promotional, transactional or OTP) and your DLT setup. Any "Gupshup SMS price per message" you see online is a negotiated deal, not a published rate card.
For a benchmark, MSG91 publishes India SMS at ₹0.25 down to ₹0.16 per SMS by volume (checked 29 Oct 2026). Compare any Gupshup SMS quote with the WhatsApp cost for the same message: a utility update on Gupshup self-serve is about ₹0.203 all-in. More detail is in our bulk SMS price guide for India.
Get the India 2026 WhatsApp BSP price comparison
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Gupshup OTP pricing in India
A WhatsApp OTP is an authentication template. On Gupshup self-serve it costs Meta's ₹0.115 plus US$0.001 (≈ ₹0.088), so about ₹0.203 per OTP, or about ₹20,300 per lakh OTPs. SMS OTP on Gupshup is quote-based, like the rest of its SMS. On RichAutomate Client Pay the same WhatsApp OTP costs ₹0.215. Many teams send the code on WhatsApp first and fall back to SMS only when it is not delivered; see the WhatsApp OTP vs SMS OTP comparison.
Worked monthly bill: 10,000 and 1 lakh messages
Assumptions: outgoing templates only, Meta's India rates above, ₹88 per US dollar, MM Lite routing (no 6% markup), GST excluded. CX plan includes its ₹5,000 fee (after the free 3 months).
| Monthly volume | Meta fee | Gupshup self-serve | Gupshup CX plan | RichAutomate Client Pay | RichAutomate SaaS Pay |
|---|---|---|---|---|---|
| 10,000 utility | ₹1,150 | ₹1,150 + ₹880 = ₹2,030 | ₹5,000 + ₹3,200 + ₹1,150 = ₹9,350 | ₹1,150 + ₹1,000 = ₹2,150 | 10,000 × ₹0.50 = ₹5,000 |
| 10,000 marketing | ₹8,631 | ₹8,631 + ₹880 = ₹9,511 | ₹5,000 + ₹3,200 + ₹8,631 = ₹16,831 | ₹8,631 + ₹1,000 = ₹9,631 | 10,000 × ₹1.50 = ₹15,000 |
| 1,00,000 utility | ₹11,500 | ₹11,500 + ₹8,800 = ₹20,300 | ₹5,000 + ₹32,000 + ₹11,500 = ₹48,500 | ₹11,500 + ₹10,000 = ₹21,500 | ₹50,000 |
| 1,00,000 marketing | ₹86,310 | ₹86,310 + ₹8,800 = ₹95,110 | ₹5,000 + ₹32,000 + ₹86,310 = ₹1,23,310 | ₹86,310 + ₹10,000 = ₹96,310 | ₹1,50,000 |
The honest reading: on outgoing templates alone, Gupshup self-serve is cheaper than RichAutomate Client Pay by ₹0.012 a message: ₹120 per 10,000 and ₹1,200 per lakh at ₹88/$. Three things can close that gap. Gupshup charges its fee on incoming messages too, so 1 lakh customer replies add about ₹8,800. At ₹92 to the dollar the Gupshup fee per lakh becomes ₹9,200. And the self-serve plan is an API only, so an inbox or chatbot is an extra cost. Against Gupshup's CX plan, which does include an inbox and bots, RichAutomate Client Pay is cheaper at every volume in the table: ₹7,200 less at 10,000 marketing messages and ₹27,000 less at 1 lakh.
Reusable formula: Gupshup self-serve ≈ Meta fee × templates + US$0.001 × (all outgoing + incoming messages) × exchange rate, plus 6% of the marketing fee if you are not on MM Lite. Or plug your own mix into the WhatsApp API cost calculator.
Want the rupee bill without the dollar wallet? Start a 14-day free trial with 100 free credits. ₹0 setup, no per-seat fee, Meta's rate + ₹0.10 per message, with team inbox, flow builder and broadcasts included.
What RichAutomate charges
- Client Pay: Meta bills your card at Meta's rate, and RichAutomate adds ₹0.10 per message: about ₹0.96 per marketing and ₹0.215 per utility message.
- SaaS Pay: ₹1.50 per marketing and ₹0.50 per utility message, Meta's fee included, from one rupee wallet.
- Plans: optional monthly plans at ₹499, ₹899 and ₹1,199. ₹0 setup and a 14-day trial with 100 credits.
For how every major provider stacks up on the same maths, see the WhatsApp API pricing comparison for India 2026 and our guide to the cheapest WhatsApp Business API in India. A feature-level breakdown is in Gupshup vs RichAutomate pricing decoded.
Questions to ask Gupshup before you sign
- Will I be billed in USD or INR, and at what exchange rate?
- Do I get a GST invoice on wallet recharges for input credit?
- Is the per-message fee charged on incoming messages on my plan?
- Will my marketing messages go through MM Lite, or will the 6% Cloud API markup apply?
- Is an inbox, chatbot builder or agent seat priced separately on my plan?
- Is there a minimum monthly spend or annual commitment?
Shortlisting? Our Gupshup alternatives in India page uses the same checklist, and Gupshup vs Wati vs Interakt compares the three on one table.
Comparing providers before you commit? Read our Gupshup alternative and Wati alternative breakdowns, or see the cheapest WhatsApp Business API in India with real per-message numbers.
Gupshup also resells Truecaller Verified Business Chat. Our Truecaller vs WhatsApp API comparison explains when it is worth adding.
Bottom line
Gupshup's self-serve WhatsApp API in India costs US$0.001 per message plus Meta's fee: about ₹0.951 per marketing and ₹0.203 per utility or OTP message at ₹88/$, from a USD wallet. Its India CX plan costs ₹5,000 a month plus ₹0.32 per message in and out. SMS is quote-only. RichAutomate Client Pay costs ₹0.012 a message more than Gupshup self-serve on outgoing templates, and less than Gupshup's CX plan at every volume, billed in rupees.