In a significant move towards simplifying and standardizing messaging costs, WhatsApp Business Platform has unveiled a comprehensive set of pricing updates set to take effect from July 1, 2025.
These changes aim to provide greater clarity, incentivize growth, and align WhatsApp messaging rates with industry standards, ultimately delivering a more flexible and value-driven experience for businesses and their customers.
(Credits. Statsup)
1. Transition to Per-Message Pricing
Beginning July 1, 2025, WhatsApp will shift from a conversation-based billing model to a per-message structure. This means businesses will now be charged based on each individual message delivered, rather than per entire conversation. For example, if you send a marketing template and two utility templates to a user, you'll be billed for three messages—unless those utility messages are sent within an open customer service window, in which case only one charge applies.
This change aligns WhatsApp with industry standards, making it easier for businesses to forecast costs and optimize their messaging strategies.
2. Free Service Conversations & Utility Messages
Effective November 1, 2024, all service conversations are now free for businesses, removing the previous cap of 1,000 conversations per month. This allows for unlimited customer interactions within the service window, fostering more seamless support and engagement.
Additionally, starting July 1, 2025, utility template messages sent within an active customer service window will be free. This provides businesses with more flexibility to communicate vital information or conduct transactions without incurring costs, encouraging richer customer interactions.
3. Expanded International Authentication Rates
From February 1, 2025, businesses sending authentication messages to users in seven new markets—Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa, and the UAE—will be charged international authentication rates. These rates are designed to reflect market-specific costs and improve support for global operations, with continued notifications to businesses prior to billing changes.
(Credits. Rasayel.io)
4. Introduction of Volume Tiers for Utility & Authentication Messages
To incentivize growth, WhatsApp is introducing volume tiers for utility and authentication messages starting July 1, 2025. Businesses reaching higher message volumes will unlock discounted rates, encouraging larger-scale adoption of these use cases. Rates will reset monthly, and message counts will be aggregated across all WhatsApp Business Accounts within a business portfolio.
5. Refinement of Utility Message Definition
WhatsApp is updating its guidelines for categorizing utility templates, emphasizing that such messages must be non-promotional, specific to user requests, or critical for safety. This ensures that the platform continues to prioritize high-quality, relevant messaging.
(Credits. Rasayel.io)
pricing.type and pricing.category to indicate whether a message is billable, free, or part of a free entry point conversation.WhatsApp’s 2025 pricing updates mark a pivotal shift towards more flexible, transparent, and industry-aligned messaging costs. Businesses leveraging WhatsApp’s platform should review these changes thoroughly, update their messaging strategies, and prepare for a more predictable billing experience that rewards growth and high-quality engagement.
Stay tuned for ongoing updates and detailed guidance from WhatsApp as these changes roll out, ensuring your business remains optimized and compliant in this evolving landscape.