Black Sabbath:
"Black Sabbath formed in Aston, Birmingham, England in 1966 under the name Polka Tulk Blues Band (soon shortened to "Polka Tulk"), and later Earth, playing blues rock and hard rock."
Iron Butterfly:
"The band was formed in 1966 in San Diego and released their debut album, Heavy, in 1968, after signing a deal with ATCO, an Atlantic Records subsidiary."
Both WIKI references.
I vote Iron Butterfly!
Even more music historians point to "Led Zeppelin" as the first.
"Out of heavy metal various subgenres later evolved, many of which are referred to simply as "metal". As a result, "heavy metal" now has two distinct meanings: either the genre and all of its subgenres, or the original heavy metal bands of the 1970s style sometimes dubbed "traditional metal", as exemplified by Black Sabbath, Deep Purple, and Led Zeppelin."
https://en.wikipedia.org/wiki/Heavy_metal_music