MSG91 WhatsApp pricing in India in 2026 is Meta's own rate passed through at cost, ₹0.8631 per marketing message and ₹0.115 per utility, authentication or service message, plus a ₹500/month Titan plan fee (₹0 for the first 2 months). So 10,000 utility messages cost ₹1,650 and 1 lakh utility messages ₹12,000 a month before 18% GST; MSG91 SMS runs ₹0.25 down to ₹0.16 and SMS OTP ₹0.25 down to ₹0.18 per message by volume.
Published by RichAutomate, a WhatsApp Business API provider that competes with MSG91. MSG91 figures were read from MSG91's public India pricing pages (WhatsApp, SMS and OTP), checked 29 Oct 2026. All exclude 18% GST. Verify the live rate card before you budget.
MSG91 WhatsApp pricing per message (India, INR)
From MSG91's India WhatsApp pricing page and its "View rates" dialplan for the Titan plan, checked 29 Oct 2026:
| Item (India) | MSG91 price | Meta's India rate | RichAutomate Client Pay |
|---|---|---|---|
| Marketing message | ₹0.8631 | ₹0.8631 | ₹0.8631 + ₹0.10 ≈ ₹0.96 |
| Utility message | ₹0.115 | ₹0.115 | ₹0.115 + ₹0.10 = ₹0.215 |
| Authentication (OTP) message | ₹0.115 | ₹0.115 | ₹0.215 |
| Authentication, international | ₹2.4971 | Meta's international rate | Meta rate + ₹0.10 |
| Service message | ₹0.115 listed | First 1,000/month free per number since 1 Oct 2026, then utility rate | Meta rate + ₹0.10 |
| Monthly platform fee | ₹500 (Titan); ₹0 for the first 2 months | None | ₹0 (optional plans ₹499 / ₹899 / ₹1,199) |
| Setup fee | Not published | None | ₹0 |
MSG91 adds no per-message markup on India WhatsApp rates. ₹0.8631 and ₹0.115 are Meta's own India rates, so MSG91 earns on the monthly plan fee instead. That is genuinely cheaper per message than RichAutomate's ₹0.10 fee, and we say so plainly below. MSG91's dialplan lists service messages at ₹0.115; ask how Meta's free 1,000 service replies per month show up on your invoice.
Worked monthly WhatsApp bill: 10,000 and 1 lakh messages
Assumptions: outgoing templates only, India recipients, after MSG91's 2 free months, GST excluded. RichAutomate figures are from our pricing page.
| Monthly volume | Meta fee | MSG91 (Meta at cost + ₹500) | RichAutomate Client Pay (Meta + ₹0.10) | RichAutomate SaaS Pay | Cheaper |
|---|---|---|---|---|---|
| 10,000 utility / OTP | ₹1,150 | ₹1,150 + ₹500 = ₹1,650 | ₹1,150 + ₹1,000 = ₹2,150 | 10,000 × ₹0.50 = ₹5,000 | MSG91 by ₹500 |
| 10,000 marketing | ₹8,631 | ₹8,631 + ₹500 = ₹9,131 | ₹8,631 + ₹1,000 = ₹9,631 | 10,000 × ₹1.50 = ₹15,000 | MSG91 by ₹500 |
| 1,00,000 utility / OTP | ₹11,500 | ₹11,500 + ₹500 = ₹12,000 | ₹11,500 + ₹10,000 = ₹21,500 | ₹50,000 | MSG91 by ₹9,500 |
| 1,00,000 marketing | ₹86,310 | ₹86,310 + ₹500 = ₹86,810 | ₹86,310 + ₹10,000 = ₹96,310 | ₹1,50,000 | MSG91 by ₹9,500 |
| 2,000 utility | ₹230 | ₹230 + ₹500 = ₹730 | ₹230 + ₹200 = ₹430 | ₹1,000 | RichAutomate by ₹300 |
The honest reading: on message cost alone, MSG91 is cheaper than RichAutomate above 5,000 WhatsApp messages a month, because both pass Meta's rate through and MSG91's flat ₹500 beats ₹0.10 × volume once volume passes ₹500 ÷ ₹0.10 = 5,000 messages. Below 5,000 a month, RichAutomate's ₹0-minimum model is cheaper. So the real choice is about software and volume: if you send tens of thousands of messages a month and only need an API, MSG91's pricing is hard to beat. If you send a few thousand, or want a WhatsApp inbox, no-code flow builder and broadcasts in one product billed per message, compare what each plan actually includes. MSG91 does not publish a setup fee or per-agent seat price on the WhatsApp page; ask for both in writing.
MSG91 SMS pricing in India
MSG91 sells India-to-India SMS in volume packs (checked 29 Oct 2026, excluding GST):
| Pack size | Rate per SMS | Pack total |
|---|---|---|
| 5,000 | ₹0.25 | ₹1,250 |
| 16,500 | ₹0.20 | ₹3,300 |
| 30,000 | ₹0.18 | ₹5,400 |
| 60,000 | ₹0.17 | ₹10,200 |
| 1,17,648 | ₹0.17 | ₹20,000 |
| 4,50,000 | ₹0.17 | ₹76,500 |
| 9,62,500 | ₹0.16 | ₹1,54,000 |
MSG91 also says its sales team can go down to ₹0.13 per SMS on personalised pricing. Worked bills: 10,000 SMS at ₹0.25 = ₹2,500 (two 5,000 packs); 1 lakh SMS at ₹0.17 = ₹17,000. SMS is billed per 160-character segment (70 for Hindi or other Unicode text), and DLT registration of your entity, headers and templates is mandatory. The same 1 lakh order updates on WhatsApp utility cost ₹12,000 on MSG91 or ₹21,500 on RichAutomate Client Pay. See the bulk SMS price comparison for India.
Get the India 2026 WhatsApp BSP price comparison
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MSG91 OTP pricing in India
MSG91's OTP page (checked 29 Oct 2026) prices SMS OTP in packs: ₹0.25 at 5,000, ₹0.22 at 15,000, ₹0.20 at 27,000, ₹0.19 from 53,685 to 4,02,632, and ₹0.18 at 8,55,556 OTPs, excluding GST.
| Monthly OTPs | MSG91 SMS OTP | MSG91 WhatsApp OTP (₹0.115 + ₹500) | RichAutomate WhatsApp OTP (₹0.215) |
|---|---|---|---|
| 10,000 | 10,000 × ₹0.25 = ₹2,500 | ₹1,150 + ₹500 = ₹1,650 | ₹2,150 |
| 1,00,000 | 1,00,000 × ₹0.19 = ₹19,000 | ₹11,500 + ₹500 = ₹12,000 | ₹21,500 |
WhatsApp authentication is cheaper per code than SMS OTP on MSG91's own published rates. Most teams send the code on WhatsApp first and fall back to SMS only when it is not delivered. Our guide to the cheapest OTP API in India with WhatsApp and SMS fallback runs that maths up to 10 lakh OTPs, and the WhatsApp OTP vs SMS OTP comparison covers speed and autofill.
Sending under 5,000 WhatsApp messages a month? Start a 14-day free trial with 100 free credits: ₹0 setup, Meta's rate + ₹0.10 per message, team inbox and flow builder 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 every major provider on the same maths, see the WhatsApp API pricing comparison for India 2026 and the guide to the cheapest WhatsApp Business API in India. If seat fees worry you, read per-agent seat pricing for the WhatsApp API.
Who MSG91 suits
MSG91 suits businesses sending well past 5,000 WhatsApp messages a month that want Meta's rates at cost, and teams that want SMS, OTP and WhatsApp from one vendor. It suits you less if you send a few hundred or a few thousand messages a month, where the ₹500 fee is more than a per-message fee would be. For options either way, see MSG91 alternatives for India and MSG91 vs Gupshup pricing.
Bottom line
MSG91 WhatsApp pricing in India is Meta's rate at cost (₹0.8631 marketing, ₹0.115 utility and OTP) plus ₹500 a month, with the first 2 months at ₹0. SMS costs ₹0.25 to ₹0.16 and SMS OTP ₹0.25 to ₹0.18 per message by pack size. Above 5,000 WhatsApp messages a month MSG91 is cheaper than RichAutomate Client Pay; below it, RichAutomate is.