Starting July, WhatsApp Businesses Pay Per Message
Starting July 2025, WhatsApp moves to per-message pricing for business accounts, with new rates and free replies on utility messages.
image for illustrative purpose
Meta-owned WhatsApp announced a major update to its business platform pricing structure, set to take effect on July 1, 2025. The company will transition from charging businesses per conversation to a per-message fee system.
According to WhatsApp, this adjustment aims to simplify pricing and align it with prevailing industry standards for messaging services.
Under the new scheme, businesses will be billed for each delivered message, including marketing, utility, and authentication templates. Messages sent within the customer service window will incur fewer charges, providing cost efficiency for active engagements.
In a notable update, WhatsApp will waive fees on utility template messages that are replies to user-initiated messages. This change offers businesses more flexibility in managing interactions without additional costs.
WhatsApp also plans to revise its rates for utility and authentication messages across various markets, ensuring competitive pricing relative to other communication channels. The platform will introduce volume-based pricing tiers, enabling businesses to benefit from lower rates as their message volumes increase.
For example, if a company sends one marketing and two utility messages outside the service window to a user, it will be charged for all three. However, if utility messages are sent during an active customer service window, the charges will apply only to the marketing message.
This new pricing will be implemented based on the WhatsApp Business Account’s time zone at midnight on July 1.
Businesses will be charged only for messages that are successfully delivered. Charges vary depending on the recipient’s country code and the type of message sent.
