WhatsApp is a free messaging platform for everyone, but now some users are in for a surprise. Those using WhatsApp for business will soon have to pay more.
Meta, the parent company of WhatsApp, has announced a major change in the billing system of WhatsApp Business starting from July 1, 2025.
Until now, a flat fee was charged for 24 hours of conversation. But going forward, businesses will have to pay separately for each template message they send.
Earlier, WhatsApp Business users were charged a single fee for any conversation that lasted up to 24 hours, whether the chat was started by the business or the customer.
Under the new rules, every template message will be charged separately depending on its type, region, quantity, and who starts the chat.
Free messaging window to continue
Meta has divided business messages into three categories: Marketing, Utility, and Authentication.
Marketing messages promote a product, service, or event. Utility messages include order confirmations or delivery updates. Authentication messages are used for sending OTPs or login verification.
Although most messages will now be charged, some free message windows will still be available. If a customer starts a chat, the business can send unlimited messages for free for the next 24 hours.
Also, if a customer begins a chat by clicking on a Facebook or WhatsApp ad, the business will get 72 hours of free messaging, even for marketing message
Discounts available for large-scale messaging
Meta is also giving volume-based discounts to businesses that send a large number of messages.
For instance, if a business in India sends over 3 million authentication messages in a month, the first 2.5 lakh messages will be charged at the regular rate, and then discounts of 5%, 10%, and 15% will be applied step by step.
Another major update is that Meta will stop offering 1,000 free service messages per month.
However, if a customer starts the conversation, service messages sent within the 24-hour window will still remain free, no matter how many are sent.
