WhatsApp pricing changes: Pay per message starting July 1, 2025

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.
    • Sticky Posts

    • Zoho Desk Partners with Microsoft's M365 Copilot for seamless customer service experiences

      Hello Zoho Desk users, We are happy to announce that Zoho Desk has partnered with Microsoft's M365 to empower customer service teams with enhanced capabilities and seamless experiences for agents. Microsoft announced their partnership during their keynote
    • 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. Pricing updates on the WhatsApp Business Platform
    • Live Webinar - Work smarter with Zoho Desk and Zoho Workplace integration

      Hello customers! Zoho Desk and Zoho Workplace are coming together for a webinar on 14th May, 2024. Zoho Workplace is a suite of productivity apps for email, chat, docs, calls, and more at one single place. Zoho Desk is closely integrated with a few tools
    • Apple iOS 17 and iPadOS 17 updates for Zoho Desk users

      Hello Zoho Desk users! Apple recently announced the release of iOS 17 and iPad OS 17. These latest OS updates will help you stay productive and efficient, through interactive and seamless user experiences. Zoho Desk has incorporated the updates to help
    • Zoho Desk Cheat Sheet For The Year-End

      Check out these Zoho Desk best practices to end this year on a high and have a great one ahead! #1 Set Business (Holiday) Hours - If you have limited working hours, please make sure you restrict your business hours or set them as holidays for the coming days. Let your customers know when you will, and won't, be available. #2 Update the Annual Holiday List - Check the holidays for the new year and update the holiday schedule. Usually, holidays from the current year will be carried over for the next
    • Recent Topics

    • [Webinar] Zoho Writer for content creators and publishing houses

      Managing multiple drafts, edits, and client reviews doesn't have to slow you down. Join our upcoming webinar to see how Zoho Writer helps content creators and publishing houses create, edit, and publish seamlessly—all in one place. You'll learn how to:
    • Universal search

      Hi, it would be useful if the search bar was universal-so if you entered a term, it would bring up results from contacts, candidates, clients etc all at the same time (but broken down under the relevant headings)
    • Attachment reminder?

      My team and I often need to attach files to our messages, e.g. an explanatory screenshot or a shipping label. More often that I want to admit I mention the attachment but forget to actually attach it. Some email clients have a check-for-missing-attachments
    • ZIA in Zoho Cliq

      Is It possible to use the ZIA feature from Zoho Analytics in the Zoho Cliq?
    • Automating CRM backup storage?

      Hi there, We've recently set up automatic backups for our Zoho CRM account. We were hoping that the backup functionality would not require any manual work on our end, but it seems that we are always required to download the backups ourselves, store them,
    • Multiple upload field CRM

      I desperately need the functionality to add more than one upload field to web to contacts form. How can I do this?
    • Critical Need for Global Search in Zoho FSM

      Hello Zoho FSM Team, We are currently in the process of deciding whether to fully transition to Zoho FSM for managing our field service operations. At present, our team actively uses Zoho Desk (with over 50 users) and Service Fusion, which we are considering
    • Collections Management: # 1 Payment Collection is All About Convenience

      "Sir, can you come tomorrow? My manager wasn't available for the cheque sign-off", the customer said, avoiding eye contact. Ravi forced a polite smile, but inside, he felt a sense of defeat. He had already visited the customer's office twice in the last
    • Can the Product Image on the Quote Template be enlarged

      Hello, I am editing the Quote Template and added ${Products.Product Image} to the line item and the image comes up but it is very tiny. Is there anyway that you can resize this to be larger? Any help would be great! Thanks
    • Audio/video quality issues with Zoho Meeting – Any roadmap for improvement?

      Hi Zoho Team, We’ve been using Zoho Meeting for both internal and external meetings, and unfortunately, the experience has been consistently poor. The video and audio quality are so unreliable that it often renders meetings ineffective—especially with
    • Cash based businesses cannot use the new fixed asset module

      Hello all, If your bookkeeping is reporting in cash, you cannot use the new fixed acid module, as it does all the depreciation bookings accrual and not cash. This is definitive and you can't turn them into a cash booking. They will never appear in your
    • Zoho Learn & Zoho Connect

      Hi, Is there a way to sync the knowledge base we have in Zoho Learn with the manuals section is Zoho Connect? Thanks,
    • Apply Payment Received Amount Zoho Books Invoice

      Hello team here is the sample code How can apply the payment received record over a unpaid zoho books invoice. //......................... paymentID = customer_payment.get("payment_id"); organizationID = organization.get("organization_id"); paymentmaplist
    • Zoho Books Finance Modules Not Accessible in Zoho CRM Mobile App

      We have integrated Zoho CRM with Zoho Books using the Zoho Finance Suite integration. In the CRM web version, we can see the Finance modules (Estimates/Quotes, Invoices, Sales Orders, Items, Payments) and are able to create invoices and quotes directly
    • [Live Webinar] New in Zoho WorkDrive: AI enhancements, Data Loss Prevention, Version Controls, and more

      Hello everyone, We're excited to bring you another round of powerful updates in Zoho WorkDrive! Join us on May 15 for an exclusive live webinar where we’ll unveil the latest features designed to enhance your team’s productivity, collaboration, and data
    • Live webinar: Streamlining legal operations: Leveraging Zoho WorkDrive for law firm success

      Hello everyone, Managing legal documents across departments and jurisdictions can be complex, but it doesn’t have to be. Join us on March 6 for an exclusive webinar where we’ll show you how Zoho WorkDrive empowers legal teams to stay compliant, organized,
    • Live Webinar: Optimizing back-office operations in the manufacturing industry to maximize profitability

      Hello everyone, We’re excited to invite you to our upcoming live webinar on February 6! Discover how Zoho WorkDrive can help manufacturing businesses optimize back-office operations, improve efficiency, and boost profitability. Our product experts will
    • Live webinar: 2024 recap of Zoho WorkDrive

      Hello everyone, We’re excited to invite you to our year-end live webinar! This session will take you through the transformative features and updates we’ve introduced in Zoho WorkDrive this year, helping you streamline document management like never before.
    • Live webinar: Explore WorkDrive's seamless integrations with key Zoho apps

      Hello everyone, We’re excited to invite you to our upcoming live webinar, where we'll delve into the seamless integration of WorkDrive with other key Zoho applications! This is a fantastic opportunity to enhance your productivity and streamline your workflows
    • Live webinar: Getting the most out of WorkDrive in Zoho Workplace

      Hello everyone, We’re excited to invite you to our upcoming live webinar, where we’ll explore how to maximize your use of WorkDrive as part of the Zoho Workplace bundle. This is a fantastic opportunity to elevate your productivity and streamline your
    • Live webinar: Mastering data migration, organization, and team collaboration

      Hello everyone, We’re excited to invite you to our upcoming live webinar! Discover how to seamlessly migrate your data, optimize file organization, and boost team collaboration using Zoho WorkDrive’s powerful features. This is a fantastic opportunity
    • Join our live webinar: Explore the WorkDrive TrueSync application!

      Hello everyone, We are thrilled to invite you to a live webinar focused on mastering the WorkDrive TrueSync application. Discover how to seamlessly sync your content between the cloud and your computer, ensuring smooth and efficient file management. Our
    • Zoho Creator customer portal limitation | Zoho One

      I'm asking you all for any feedback as to the logic or reasoning behind drastically limiting portal users when Zoho already meters based on number of records. I'm a single-seat, Zoho One Enterprise license holder. If my portal users are going to add records, wouldn't that increase revenue for Zoho as that is how Creator is monetized? Why limit my customer portal to only THREE external users when more users would equate to more records being entered into the database?!? (See help ticket reply below.)
    • Script Editor not an option

      I am trying to apply a script to a sheet and Script Editor is not an option. I don't want to go outside Sheets to do this (like Creator) if it can be done inside Sheets.
    • Envio de mails

      Hola! No puedo enviar mails pero si recibirlos. No se como solucionarlo! Mi dominio es chidobebes.com.ar
    • ERROR CODE :554 - Your access to this mail system has been rejected due to poor reputation of a domain used in message transfer

      In my email configuration: The domain's MX Records are pointed to Zoho The domain's SPF Records have been pointed out successfully DKIM is enabled. DMARC Record is pointed for the domain. The domain name is digioorja.in. Still facing the issue of Error:
    • This Operation has been restricted. Please contact support-as@zohocorp.com for further details

      l tried to verify my domain (casalimpaeperfumada.com.br) and its shows this error: This Operation has been restricted. Please contact support-as@zohocorp.com for further details.
    • SLOW EMAILS

      Is there an issue with the Zoho server? For two days now I've been having issues with very long buffering. Please advise. Thank you.
    • POP3 authentication error - SOLVED

      Just in case others are as forgetful as me ... As Zoho has changed the POP server for personal and free organisational users, I needed to change the POP server on my email client. This failed persistently but eventually I remembered that I had chosen
    • Solution to Import PST File into Office 365.

      MailsDaddy OST to Office 365 Migration Tool is an outstanding solution to recover OST files and migrate them into Office 365 without any hassle. Using this software users can multiple OST files into Office 365 with complete data security. It offers users
    • Add Zoho One Groups/Departments to Shared Mailbox Access

      Hi, I hope you're doing well. Currently, in Zoho Mail, I can manually add specific users or the entire organization to a shared mailbox. However, there is no option to add Zoho One groups or departments. Feature Request: We would like the ability to assign
    • Allow Filters with Only Special Characters in Zoho Mail

      Hi Zoho Mail Team, I hope you're doing well. We have noticed that currently, Zoho Mail does not allow creating filter criteria using only special characters, such as = or #. However, there are scenarios where such a filter is necessary. For example: Filtering
    • How to save email as PDF?

      I saw 2 previous threads about this. One is from 14 years ago. The other was closed as "answered" a year ago but the feature was never implemented: https://help.zoho.com/portal/en/community/topic/how-to-download-save-emails-as-pdf Is the "save as PDF"
    • Flexible plans

      Hi, I have a Workplace Standard subscription. On Zoho's website, it mentions that with the annual plan it's possible to have multiple plans under the same organization—for example, Workplace Standard and Mail Lite. However, I can’t find a way to do this
    • Weekly Tips : Teamwork made easy with Multiple Assignees

      Let's say you are working on a big project where different parts of a single task need attention from several people at the same time—like reviewing a proposal that requires input from sales, legal, and finance teams. Instead of sending separate reminders
    • Cannot give public access to Html Snippet in Zoho Creator Page

      Hi, I created a form in Zoho Creator and published it. The permalink works but I want to override the css of the form. (style based URL parameters is not good enough) So I created a page and added an Html snippet. I can now override the css, which is
    • Weekly Tips : Customize your Compose for a smoother workflow

      You are someone who sends a lot of emails, but half the sections in the composer just get in your way — like fields you never use or sections that clutter the space. You find yourself always hunting for the same few formatting tools, and the layout just
    • Accounting on the Go Series-43:Enhancing Your Reporting Efficiency with Dashboard Filter State Retention

      Hello everyone! Welcome back to our series on Zoho Books mobile app features. Today, we will talk about a feature that yet again helps you focus on work that really matters-Dashboard Filter State Retention. Imagine you're working on your Zoho Books dashboard,
    • Zoho books/payroll tax payment

      I accidentally made a second payment to my taxes for $300 which is reflected in my bank account and therefore on Zoho books but I can not match it to any transactions because its not reflected in payroll as a tax payment. Is there a way to add an extra
    • I can't renew the Finance Plus subscription

      I tried to renew the Finance Plus subscription but it keeps reloading the same page over and over when ever I click on "Renew Subscription" button
    • Next Page