WhatsApp pricing changes: Pay per message starting July 1, 2025
Starting July 1, 2025, WhatsApp is shifting from conversation-based pricing to per-message billing. That means every business-initiated message you send will count. Not just the first one in a 24-hour window.
From per-conversation to per-message billing
Previously, multiple messages sent within a 24-hour conversation window were billed as a single conversation. Now, each successfully delivered message will be charged individually based on:
- The message category: marketing, utility, or authentication
- The recipient’s location, determined by their phone number’s country code
For example, sending a marketing message plus two utility messages would incur three charges, unless the utility messages are sent within an open customer service window.
New: Utility messages are free inside customer service window
Since November 1, 2024, free-form messages sent in response to user-initiated messages during the 24-hour customer service window have been free of charge. Starting July 1, 2025, this includes utility template messages as well.
What is the customer service window?
A 24-hour timer that begins whenever a user sends a message. It resets with every new user message. Within this window, businesses can send:
- Free-form messages (non-template, real-time responses)
- Utility template messages
This gives businesses flexibility to engage naturally and promptly without incurring message fees during active customer conversations.
New: 72-hour free window after ad or Facebook CTA click
When a user starts a conversation by tapping a WhatsApp ad or clicking the Send Message button on a Facebook Page, a 72-hour free messaging window is triggered.
When the user initiates contact:
- You can reply with any free-form or template for free for 24 hours.
- This first reply also opens a 72-hour “free window” where you can continue to message the user for free.
After the first 24 hours:
- You can only send templates during the remaining 48 hours of the 72-hour window, but still for free.
New: Volume-based discounts for utility and authentication messages
WhatsApp offers tier-based pricing for utility and authentication messages, with discounts increasing as your monthly message volume grows. However, the exact discount rates and volume thresholds vary by region and are updated periodically by Meta.
To ensure you always access the most current and accurate information, we recommend referring directly to Meta’s official documentation: WhatsApp Business Platform Pricing – Volume Discounts
As your business scales messaging volumes, you can unlock better pricing automatically to improve cost efficiency.
Additional important details
- Charges apply only to messages successfully delivered to users.
- Pricing varies by market and message category
- Free-form messages can only be sent within the customer service window. Outside this window, only approved template messages can be sent.
- The definition of utility template messages is being refined for clarity and specificity. Starting July 1, 2025:
- Utility templates must be non-promotional and either user-requested or essential (e.g., order updates, account alerts, or safety messages).
- Existing templates may be recategorized as utility or marketing based on this new definition. Learn more
What you should do now
- Review how often you use each type of template
- Optimize message timing to leverage free 24-hour and 72-hour windows.
- Plan your budget to account for potential changes in cost structure.
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