WhatsApp Business Pricing is Changing from July 1, Here’s What You Need to Know

Meta is rolling out a big update to WhatsApp Business Platform pricing.

From July 1, 2025, all businesses globally will switch from conversation-based pricing to per-message pricing for template messages.

🔁 What’s Changing?

Under the new Per-Message Pricing (PMP) model:

• Each Marketing, Authentication, and Utility template message will now be charged per message, instead of per 24-hour conversation window.

• The 24-hour conversation window will now only apply to service conversations (i.e., when the user initiates the conversation).

• Business-initiated template messages will be charged per message, even if they fall within an existing 24-hour window.

How it works
Under this model, you’ll be charged for each delivered template message:

• One charge per marketing template

• One charge per authentication template

• One charge per utility template, if sent outside the customer service window.

📌 Example:
If you send one marketing message and one utility message → You’ll be charged for both individually.

Free Utility Template Messages (During Open Service Windows)

What this means
Businesses can respond to users more freely, with no extra cost, during the 24-hour customer service window.

Utility template messages — like order confirmations, delivery updates, or reminders — will be free when sent in reply to a user's message within an active service window.

This gives you more flexibility and helps reduce the cost of timely, transactional communication.

How it works

• A customer messages your business → a 24-hour service window opens.

• Within this window:

  • You can send utility messages → ✅ No charge

  • You can also send free-form replies → ✅ Still free

• But if you start the chat by sending a utility template first:

  • That first utility message is charged

  • Once the customer replies and the window opens → any follow-up utility messages you send within 24 hours are free

Before vs After: How You’ll Be Charged