WhatsApp Business Per‑Message Pricing Update – Effective July 1, 2025

TABLE OF CONTENTS

• Overview
• What’s Changing?
• How Does Per‑Message Pricing Work?
• How Will This Affect My Billing?
• What Should I Do?
• Where Can I Learn More?
• Need Help?

Overview

WhatsApp’s is introducing a new pricing model for WhatsApp Business API. Starting July 1, 2025, you will be billed per template message, rather than per 24-hour conversation. This change is part of Meta’s global shift to improve pricing transparency and align costs more directly with usage.

What’s Changing?

Previously, businesses were charged based on conversations—24-hour windows that started when a business sent the first message.

From July 1, 2025, businesses will be charged per template message. Meta defines this as “any message that is not a free-form response within a customer-initiated 24-hour window.”

• Service messages (replies to customer-initiated conversations within 24 hours) remain unaffected
• Template messages (campaigns, automated messages, alerts, OTPs, reminders, etc.) will incur charges per message

How Does Per‑Message Pricing Work?

• Each template message delivered to a customer will count as a separately billed event
• Conversation-based pricing will no longer apply to template messages

Per-message pricing will apply to all businesses starting July 1, 2025, at 12am, by WhatsApp Business Account timezone. With per-message pricing, businesses on our platform will be charged:

• Per delivered marketing template message
• Per delivered authentication template message
• Per delivered utility template message, if delivered outside of a customer service window

For example, if you send a marketing template and then two utility templates to a WhatsApp user, that will incur 3 charges (1 marketing, 2 utility). If the 2 utility templates are sent while a customer service window is open between you and the user, however, it would only incur a single charge (1 marketing).

Free utility templates in the customer service window

Starting July 1, 2025, utility templates sent within a customer service window ("CSW") are free for all businesses. Utility templates sent outside a CSW will continue to be charged the utility rate.

This illustration shows the behavior of two utility templates sent by a business on or after July 1, 2025

How Will This Affect My Billing?

Starting July 1, 2025, as WhatsApp will shift to a per-message pricing model for template messages, this may lead to changes in your monthly charges depending on the number of template messages sent.

For Postpaid users, the updated charges will reflect starting your August 2025 invoice (for July usage). For Prepaid users, it will apply to wallet deductions starting July 1, 2025.

What Should I Do?

There’s no immediate action required, but we recommend:

1. Reviewing your template usage under Campaigns, Automation, or API triggers
2. Optimizing your message strategy

Where Can I Learn More?

You can visit the official Meta documentation for full details, including updated pricing charts and region-specific charges: Meta’s Official Per-Message Pricing Update

Need Help?

If you have questions about your usage or billing impact, reach out to: kcs@gokwik.co