WhatsApp Business API Pricing Changes – Effective July 1, 2025

Meta has announced a major change in how businesses are charged for using the WhatsApp Business API. Effective July 1, 2025, the traditional conversation-based billing system will be replaced with a per-message pricing model. This update brings more transparency and control for businesses of all sizes.

In this blog, we’ll break down Meta’s new per-message based billing model, explain how it works, and what you can do to prepare.

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What Is the Per-Message Pricing Model?

It shifts away from the current system that charges based on 24-hour conversation sessions. Instead, businesses will now be billed per template message sent, depending on the message category

• Marketing
• Utility
• Authentication

This change is designed to help businesses better manage costs, track messaging ROI more accurately, and maintain flexibility in user engagement.

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What’s Staying the Same?

• The 24-hour customer support window remains. You can still reply to customer-initiated messages for free within that period.
• Service messages (free-form replies) within this window remain free.
• Only template messages (such as promotions, OTPs, and updates) will be charged individually.

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WhatsApp Template Pricing Breakdown

With these pricing updates for WhatsApp, it’s important to understand what kinds of messages will incur charges and when:

1. Marketing Messages

• Promotional content, offers, and product recommendations
• Always charged, regardless of when they’re sent
• Example: ₹0.88 per message in India (varies by country)
• Check Meta’s full pricing here →

2. Utility Messages

• Used for order updates, reminders, or transaction confirmations
• Free if sent within the 24-hour support window
• Charged if sent outside that window

3. Authentication Messages

• Designed for sending OTPs and secure verifications.
• Always charged per message, even inside the support window.

4. Service Messages

• Free-form replies to messages initiated by the user
• Free within the 24-hour window
• Cannot be used to initiate a new conversation

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Side-by-Side Comparison

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Why This Matters

The new model gives you more flexibility and helps you:

• Control costs by paying only for what you send
• Track ROI at a message level
• Avoid extra charges by utilizing the 24-hour window wisely

Real-World Scenarios

• Scenario A: A customer messages you first
  You reply using text or a utility template within 24h → Free
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• Scenario B: You proactively send a marketing template
  Whether they reply or not → Charged per message
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• Scenario C: User contacts you and you send a marketing message
  Even if it’s within the 24h window → Still charged

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How BotSpace Helps You Adapt

We’re updating the BotSpace dashboard to help you:

• Track message usage and categorize by type
• Optimize campaigns to send more messages during free windows
• Automate routing between Service, Utility, and Marketing flows

Our goal: to help you stay compliant while keeping your costs in check.

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When Does It Take Effect?

These pricing updates for WhatsApp go live on July 1, 2025, worldwide. All new charges will be calculated based on the new per-message model, not the old conversation-based model.

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What You Should Do Now

1. Update your automation – BotSpace will help you trigger the right template at the right time.
2. Audit your chatbot flows – Ensure templates are used wisely.‍
3. Train your team – On message categories and new costs.
4. Communicate with your audience – So they initiate conversations, keeping service replies free.
   
   

Note: Creating or submitting templates is free — you’re only charged when a message is actually sent.

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TL;DR

TL;DR: Meta’s switching to a per-message pricing model for WhatsApp templates starting July 1, 2025. Service replies remain free inside 24 hours. 

BotSpace is ready to help you stay efficient, compliant, and customer-first.

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