WhatsApp Business Update: Meta, the parent company of WhatsApp, has announced a major change in its pricing policy for WhatsApp Business.
Starting from July 1, 2025, business accounts will be charged per message delivered, instead of the current system which charges per conversation.
Why This Change?
Meta says the new pricing model is designed to align with “messaging industry standards” and to make the pricing structure more transparent for businesses.
More Flexibility in Customer Interaction
Under the new rules, if a business replies to a user’s message using a utility template within the customer service window, no charge will be applied to that message.
A utility template includes messages related to transactions, orders, or service updates. These messages are informational and not promotional.
The customer service window refers to the specific time during which a conversation is considered part of ongoing support. Messages sent within this window may be free or charged at lower rates.
Pricing Depends on Category and Timing
From July 1, WhatsApp will charge for every message delivered, and charges will vary based on three message categories:
Marketing Template
Utility Template
Authentication Template
Messages sent outside the customer service window will incur additional charges. However, utility messages within the window will remain free.
Volume-Based Pricing Will Be Introduced
WhatsApp also plans to roll out a volume tiering system. Businesses that send a high volume of messages will get lower rates, encouraging companies to use WhatsApp more for large-scale communication.
How Will Charges Be Calculated?
Message charges will depend on:
The receiver’s country code (i.e., where the recipient is located)
The type of message being sent (marketing, utility, or authentication)
Each delivered message will be charged based on these two factors.
Impact on Business Accounts
This change means that businesses that rely on WhatsApp as a low-cost communication tool will need to rethink their strategy.
Those sending marketing or promotional messages will especially need to plan more carefully around cost and frequency of communication.
