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Monthly Active Contacts (MAC)
A pricing model used by some platforms that bills per unique contact messaged in a month, on top of the subscription. BotPulsar does not meter contacts — contacts are unlimited on every plan.
One term from the WhatsApp Business Platform glossary. Last updated 2026-07-25.
Monthly Active Contacts is a metering model, not a Meta charge. A platform using it counts every unique contact a business messaged in the billing month and bills for that count on top of the subscription fee and on top of the per-message rates Meta already charges.
The effect is that the advertised plan price stops predicting the invoice. A festive campaign to a large list can cost more in contact metering than in subscription, and the overage lands after the campaign has already run. When comparing platforms, the MAC allowance matters more than the headline price. BotPulsar does not meter contacts at all — contacts are unlimited on every plan.
Related terms
- Template message
- A pre-approved message format required to contact a customer outside the 24-hour customer service window. Meta categorises templates as Marketing, Utility or Authentication, and charges a different rate for each.
- Message category (Marketing, Utility, Authentication, Service)
- The four buckets Meta sorts WhatsApp conversations into. Marketing, Utility and Authentication are template messages and each carries its own rate; Service messages are free-form replies inside the 24-hour window.
- Business Solution Provider (BSP)
- A company authorised by Meta to provide access to the WhatsApp Business Platform. A BSP handles number onboarding, message delivery and billing, while the WhatsApp Business Account itself stays owned by your business.
See Monthly Active Contacts (MAC) in a real workspace
BotPulsar runs the official WhatsApp Business Platform with unlimited team members on every plan, starting at ₹0.