BSP vs Tech Provider
Also called: Business Solution Provider · Solution Partner · WhatsApp partner types
Two different relationships a company can have with Meta. The distinction decides who bills you for messages — and therefore who is able to add a margin to them.
A Solution Partner holds a credit line with Meta and is billed by Meta for your conversations, then bills you. Because the money passes through them, they are able to charge you a different rate than Meta charged them.
A Tech Provider builds on the platform without that billing relationship. Meta’s charges reach you directly, and the provider is paid for its software.
This is the mechanism behind a difference buyers notice without being able to explain: two vendors quoting the same Meta message can quote different per-message prices, and the one who can mark it up is the one who is billed for it. It is also why a per-message rate that varies with which subscription tier you bought is a signal worth following — Meta’s rate card varies by country, category and volume, never by which plan you purchased from your vendor.
Neither model is illegitimate. What matters when comparing quotes is knowing which one you are being sold, because it determines whether the message price on the proposal is Meta’s or the vendor’s.
What people get wrong
Reading "no setup fee" or "no hidden charges" as "no markup on messages". They are different claims about different line items, and a vendor can honestly make the first while the second is untrue.
Checked against Meta’s published documentation on 15 August 2026.
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