All You Need to Know About the WhatsApp Pricing Updates – Effective July 1st

• Per-message pricing will replace the previous per-conversation model
• Utility and free-form messages are now free within the 24-hour customer service window
• Volume-based discounts are being introduced for utility and authentication messages
• WhatsApp has redefined the “utility” message category with stricter criteria
• Template message rates are changing across several global markets, with many seeing reductions
• 72-hour free messaging window is available when users engage via Click-to-WhatsApp ads or Facebook Page buttons
• Businesses must audit their templates and plan messaging flows strategically to optimize cost and compliance

Effective July 1, 2025, Meta is updating the WhatsApp Business Platform pricing. These changes directly impact your messaging costs, strategy, and template approval. In this blog, well break down everything you need to know about the WhatsApp pricing update.

WhatsApp Is Moving to Per-Message Pricing

Starting July 1, 2025, WhatsApp will replace the current pricing model (conversation-based) with a new, per-message pricing system. Businesses will now be charged each time a message is delivered, rather than the previous 24-hour conversation window.

Under this model, businesses will be charged based on:

• The message category
• Marketing
• Utility
• Authentication

This change aligns WhatsApp with industry-standard pricing models used by most cloud communication platforms.

Free Messaging Within the Customer Service Window

Another update for the WhatsApp Business Platform is that utility template messages and free-form responses are free when sent during an active customer service window.

What is the customer service window?

The WhatsApp customer service window is a 24-hour period that starts whenever a user messages your business and resets with each user message. If the 24-hour window is open, your business can respond to the message with:

• Free-form messages such as typed or automated replies through WhatsApp Automation
• Utility templates like order confirmations and appointment reminders

Volume-Based Discounts for Utility and Authentication Messages

To incentivize usage, Meta is introducing volume-based pricing tiers for Utility and Authentication messages. The more businesses send, the less they pay per message.

Key points:

• Discounts range from 5% to 20%, depending on the volume tier reached
• Tiers are specific to each country and message category (e.g., Utility messages in Brazil)
• Volumes are aggregated across all WhatsApp Business Accounts a company owns
• Tiers reset monthly, so businesses must meet the volume threshold each month to maintain lower rates

This is especially beneficial for high-volume senders in customer service or transactional messaging.

New Rate Reductions Across Global Markets

Meta is adjusting WhatsApp utility and authentication base rates across several key regions. In most cases, utility messages are being reduced.

Examples of Utility Rate Changes:

• Brazil: –15%
• Mexico: –15%
• Western Europe: –43%
• Middle East: –42%

For a complete and up-to-date list, refer to Meta’s rate card documentation.

WhatsApp Refines the Definition of Utility Messages

Meta is also fortifying the criteria for what qualifies as a utility message, with stricter enforcement.

To qualify as a utility message, a template must:

• Be non-promotional (no marketing, no offers, no persuasive copy)
• Be triggered by a user action (e.g., a booking confirmation)
• Be essential to the user (e.g., fraud alerts, account updates)

Message templates that don’t meet these standards will be classified as marketing messages. Meta may also reclassify older templates automatically, serving as a good opportunity for businesses to audit existing message templates and remove promotional language.

Free Messaging with Ad-Based Entry Points

If your business uses Click-to-WhatsApp ads, you can benefit from an extended free messaging window. When a user messages your business through this entry point and you respond within 24 hours:

• A 72-hour free messaging window is opened
• All template messages (including marketing) are free during that time
• Free-form messages remain free within the 24-hour customer service window

What Does This Mean for Your Marketing Strategy?

Shifting to per-message pricing and the accompanying updates marks a significant change in how businesses use the WhatsApp Business Platform. Here is a breakdown of what the next steps are for how you can use the WhatsApp Business Platform considering the WhatsApp Business pricing and other updates:

1. Reassess WhatsApp Message Templates

With a new, stricter definition of utility messages, it’s recommended to do a full audit of all existing WhatsApp message templates to remove any promotional or sales-oriented language from utility templates. To do so, businesses can use Meta’s updated guidelines to verify which category your WhatsApp messages and templates may fall under.

2. Maximize Free Messaging Windows

One of the biggest cost-saving opportunities is WhatsApp’s 24-hour customer service window, where businesses can send both utility templates and free-form messages at no charge. This window resets each time the user messages you, so your team needs to be ready to respond instantly.

• Use WhatsApp Automation or AI Chatbots to respond instantly and reopen the customer service window whenever possible
• Inform support and sales teams to prioritize follow-ups while the window is still active
3. Make Use of Volume-Based Discounts

The introduction of volume-based pricing tiers for Utility and Authentication messages rewards scale for businesses that plan for it. By understanding how many messages you’re sending and in which categories, you can track your progress toward lower-cost tiers and optimize budgeting accordingly.

• Monitor your monthly usage volumes by category and region with WhatsApp analytics or WhatsApp Business Platform providers such as Convrs
• Coordinate campaign rollouts and operational updates to strategically hit the next discount tier
4. Utilize Free Entry Points

The 72-hour free messaging window triggered by Click-to-WhatsApp Ads or Facebook page CTA buttons is one of the most underutilized opportunities on the platform. Within this window, you can send all template messages at no cost, provided your business responds to the user within 24 hours.

• Incorporate Click-to-WhatsApp Ads into your lead generation and retargeting campaigns
• Develop a 72-hour messaging flow for new leads
• Use WhatsApp Automation to ensure timely responses that open the free messaging window
5. Align Messaging Goals with Channel Strengths

To make the most out of the WhatsApp Business Platform, it is recommended for businesses to design category-aware message flows:

• Use utility and authentication messages for time-sensitive updates like account alerts, password resets, and appointment confirmations
• Use marketing messages to drive meaningful engagement, such as reactivation campaigns, product announcements, or time-sensitive promotions
• Use free-form messages for ongoing conversations and support flows that keep customers engaged and informed in real time

The Wrap Up

Meta’s changes to WhatsApp Business Platform pricing are a broader push toward higher quality, lower friction, and outcome focused communication. Businesses that adapt early will benefit from lower costs, better performance, and more effective messaging.

If you’re rethinking your WhatsApp strategy, now is the perfect time to start. Book a free, no-commitment demo and we’ll show you how to stay ahead of the curve.