Meta-owned WhatsApp will implement a new pricing structure for its business platform beginning July 1, 2025. The company announced that it will shift from a per-conversation model to a per-message billing system.
“This is to simplify our pricing and align to industry standard-pricing for messaging,” the company said.
Under the revised structure, businesses will be charged for each delivered message — whether it is a marketing, utility, or authentication template — sent outside of a customer service window. If messages are sent within an open customer service window, businesses may only incur a single charge, depending on the message type.
For instance, if a business sends a marketing template followed by two utility templates, all outside the service window, it would be charged three times. If the utility templates are sent within the service window, only the marketing message would be charged.
In a move welcomed by many businesses, WhatsApp will make utility template messages sent in response to user messages free of charge. This change is aimed at offering greater flexibility in how businesses interact with customers.
Additional updates include revised utility and authentication message rates in various markets, with WhatsApp seeking to maintain competitive pricing compared to other messaging platforms. The company will also roll out volume-based tiers for utility and authentication messages, enabling businesses to unlock lower rates as their message volumes increase.
WhatsApp clarified that it only charges when messages are successfully delivered. Rates are determined by the message category and the recipient’s country calling code.
These changes reflect WhatsApp’s continued effort to enhance its business offerings and streamline its pricing approach for global users.
