WhatsApp Pricing Updates 2025: What You Need to Know

WhatsApp Pricing Update – July 1st Overview

WhatsApp has updated its business messaging pricing policy, bringing more clarity and flexibility to businesses using the platform for customer engagement. Starting July 1, 2025, the biggest change is that businesses will now be charged per delivered templated message, rather than per conversation. This ensures that costs are directly tied to the type and volume of messages sent, making it easier for businesses to plan their messaging strategies efficiently.

What’s Changing on WhatsApp Messaging?

The new pricing model differentiates message costs based on their purpose. There is a template for each defined purpose, and Meta has also introduced volume-based pricing and new guidelines for message categorization.

Here’s how the new pricing works:

• Marketing Messages – Promotional content, special offers, and announcements will be charged per delivered message, regardless of whether the customer has an open service window.
• Authentication Messages – One-time passwords (OTPs), login confirmations, and account verifications will be charged per delivered message.
• Utility Messages – Transactional updates, such as shipping notifications or appointment reminders, will be charged unless sent within an open customer service window, in which case they are free. 
• Customer Service Window Messages – Once a customer initiates a conversation, a 24-hour free messaging window opens. Within this timeframe, businesses can send utility messages or free-form responses at no cost.
• Entry Point Conversations – When a customer reaches out via a Click to WhatsApp Ad or a Facebook Page Call-to-Action button, businesses can reply within 24 hours to activate a 72-hour free messaging window, where templated and non-templated messages incur no cost.

Why This Update Is Good for Businesses

1. More Cost Control – The new model ensures that you only pay for the messages that matter. Businesses can optimize costs by leveraging free messaging windows and strategic template usage.
2. Better Engagement Opportunities – The extended 72-hour free messaging window from entry point conversations gives businesses more time to build relationships without incurring extra charges.
3. Clearer Pricing Structure – With distinct categories for marketing, authentication, and utility messages, businesses can better align their messaging strategy with their goals and budget.
4. Seamless Customer Experience – Free messaging windows during customer service interactions allow for uninterrupted conversations, reducing friction in customer support and transactional updates.
5. Scalable Savings – As messaging volumes grow, businesses can benefit from automatically applied volume discounts for authentication and utility messages, improving ROI as you scale.

Stay Ahead with the Latest WhatsApp Pricing

These updates give businesses greater flexibility in how they communicate with customers while optimizing costs. Per-message pricing replaces the older conversation-based model, providing a more transparent and predictable billing structure.

If you want to get updates like this, be sure to contact MessageWhiz. And check out more of our business messaging solutions.