1. Per-Message Pricing (PMP)
2. Types of conversations and their cost structures
3. Authentication-International Rates and how they impact pricing
4. Free Entry Point Conversations and their advantages
5. Timeline of pricing updates and how businesses should prepare
6. Best practices to optimize messaging costs and maximize ROI
7. Edge cases, special scenarios, and how to handle them effectively
8. Updated rate cards and resources for pricing reference

1. Before July 1, 2025: Utility template messages were chargeable even when sent within an open 24-hour user-initiated window.
2. After July 1, 2025: Utility templates are free if sent within the 24-hour of a user-initiated message. This is a new benefit, not a continuation of the earlier pricing.

1. Businesses will be charged per delivered template message rather than per 24-hour conversation session.
2. Non-template messages will still be free within a 24-hour customer service window.
3. Utility template messages sent within 24 hours of a user-initiated message will be free starting July 1, 2025.

• Businesses can respond for free within 24 hours.
• If the business does not respond within 24 hours, it must use a paid template message to continue the conversation.

• The business is charged as soon as the template message is delivered.
• If the customer responds within 24 hours, the conversation remains open and free.
• If the business wants to send another message after 24 hours, it must send a new template message, which incurs another charge.

• The business sends a template of the same category within 24 hours → Does not incur any additional charge.
• The business sends a template of another category within 24 hours → Opens a new conversation window for the new category and incurs a separate charge based on the template category.

• If sending multiple templates within 24 hours, keeping them within the same category avoids extra charges.
• Switching to another template category within 24 hours starts a new conversation and incurs a charge for the new category.
• If the customer responds, all further messages are free within the 24-hour session window.

• First 24 hours: You can send free-form messages or templates, both are free.
• Next 48 hours: You can send only template messages, still without charge.

• A free entry point conversation lasts 72 hours, eliminating conversation charges during this period.
• It closes all other active conversations, allowing businesses to send messages without additional charges.

• Egypt
• India
• Indonesia
• Malaysia
• Nigeria
• Pakistan
• Saudi Arabia
• South Africa
• United Arab Emirates

• All businesses on WhatsApp Business Platform transition to Per-Message Pricing (PMP).
• Businesses are charged per delivered template message instead of per 24-hour conversation session.
• Key changes compared to CBP:
  • User-initiated conversations remain free if responded to within 24 hours.
  • Marketing, authentication, and utility template messages are now charged per message.
  • Utility messages sent within 24 hours of a user-initiated conversation remain free.
• This marks the final phase of the pricing transition, replacing the Conversation-Based Pricing model for all businesses.

• Businesses in Phase 1 transition to Per-Message Pricing (PMP) ahead of the full rollout.
• Businesses in this phase are notified in February or March 2025.
• Under PMP, businesses are charged per delivered template message, rather than per 24-hour conversation window.
• Pricing structure under PMP:
  • Marketing template messages → Charged per message.
  • Authentication template messages → Charged per message.
  • Utility template messages → Free if sent within 24 hours of user's message, otherwise charged per message.

• Utility template messages (e.g., order confirmations, transaction alerts) sent within 24 hours of a user's message are now free.
• Previously, businesses were charged for utility messages regardless of when they were sent.
• Utility messages sent after the free 24-hour window closes will still be charged.
• This update provides a cost-saving opportunity for businesses that send frequent transactional updates.

• Starting April 1, 2025, WhatsApp will temporarily pause delivery of all marketing template messages to WhatsApp users with US phone numbers.
• Affected users are those with a +1 dialing code and a US area code.
• This pause is intended to improve the consumer experience in the US, leading to better business outcomes.
• Attempting to send a marketing template message to a US WhatsApp number after this date will result in an error.
• Businesses targeting US users should adjust their messaging strategy accordingly.

See also: Meta's Developer Guide on Marketing Template Message Limits ↗

• Authentication-international rates apply in seven additional countries:
  • Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa, UAE.
• Businesses sending authentication messages (e.g., OTPs, login verification codes) to users in these regions will be charged authentication-international rates if:
  • The business is eligible for authentication-international pricing.
  • The business is not based in the same country as the recipient.
• Businesses that are based in the same country as the user will continue to pay the domestic authentication rate.

See also: Meta's Guide on Authentication-International Rates ↗

• Previously, businesses were limited to 1,000 free user-initiated conversations per month.
• Starting November 1, all user-initiated conversations (service conversations) are free, with no limit.
• Businesses can respond to customer messages within 24 hours without incurring charges.
• If the 24-hour service window expires, businesses must use a paid template message to continue the conversation.

• Service conversations are now free.
• Avoid unnecessary template message charges.
• Keep conversations active within the free customer service window.
• Click-to-WhatsApp ads provide a 72-hour free messaging window.

• Rates in USD
• Rates in INR
• Rates in IDR
• Rates in EUR
• Rates in GBP
• Rates in AUD