Summary
On 1st July 2025, Meta introduced a simpler per-message pricing model for WhatsApp Business, replacing the previous per-conversation structure. Here’s what changed:
Instructions
Overview of Meta’s Pricing Changes
(effective January 1, 2026) - Revised rates
Meta has updated its messaging rates for recipients in certain countries:
Marketing messages
Rates have increased for India
Rates have decreased for France and Egypt
Utility and Authentication messages
Rates have decreased for North America (Canada and the USA)
For the latest and updated rates - log in to your Wati account, go to Wallet, and select Pricing Overview.
(effective October 1, 2025) - Updates to message rates
Starting October 1, 2025, the following rate changes are applicable:
Marketing message rates will increase for United Arab Emirates.
Utility and Authentication message rates will increase for Colombia.
Marketing message rates will decrease for Mexico.
Utility and Authentication message rates will decrease for Saudi Arabia, Argentina, and Egypt.
Zimbabwe will move from the "Other" region to Rest of Africa. Messages delivered to WhatsApp users with a +263 country calling code (Zimbabwe) will be charged at Rest of Africa rates.
(effective July 1, 2025)
As part of Meta’s ongoing efforts to deliver more value, Meta introduced a simpler and more rewarding pricing model for utility and authentication messages. These updates are part of a broader effort by Meta to simplify pricing, align with industry standards, and help businesses deliver more value to their customers.
1. Switch from per-conversation to per-message pricing
(Conversation-Based Pricing → Message-Based Pricing)
What this means
WhatsApp will begin charging on a per-message basis instead of per-conversation. The WhatsApp Business Platform uses a pricing model similar to other messaging channels - you’re charged for each template message you send.
How it works
Under this model, you’ll be charged for each template message:
One charge per marketing template
One charge per authentication template
You are charged once per utility template regardless of when it is sent. Utility templates sent within the 24-hour customer service window were free from July 2025 through September 2026. Effective October 1, 2026, they are billable again.
For example: If you send one marketing message and one utility message, you will be charged separately for each type - once for the marketing message and once for the utility message - regardless of the time gap between them.
How will service conversations be handled?
When a WhatsApp user messages your business, a 24-hour customer service window starts (or resets if it’s already open).
While the window is open, you can send free-form replies to the customer. Effective October 1, 2026, these free-form replies (service messages) are billable per message. Template messages sent within the window are also chargeable.
Once the window closes, you can only send template messages, as these are the only messages allowed outside of the customer service window.
2. Utility template messages within the customer service window
What this means
Utility template messages sent within the 24-hour customer service window were free from July 2025 through September 2026.
Effective October 1, 2026, utility templates sent within the window are billable again, at the applicable utility template rate for your market.
How it works
When the customer service window is open, utility template messages you send are charged per message at the standard utility rate for your market.
3. Updated utility and authentication template rates
What this means
Rates for utility and authentication messages have been updated across several markets. The goal is to ensure pricing stays in line with the value delivered and with other available channels.
How it works
When businesses send utility or authentication template messages, they will be charged according to updated rate cards for each market.
4. Volume-based pricing tiers
WhatsApp introduced volume tiers for utility and authentication messages. As businesses reach higher message volumes, they’ll automatically unlock more attractive pricing, rewarding growth and continued engagement.
What this means
Businesses can save more by sending more utility and authentication messages through the WhatsApp platform.
How it works
When your business sends more messages in a specific market and category, you automatically qualify for better pricing at higher volume tiers.
If your business sends a large number of messages monthly, you may be eligible for discounted rates.
How to qualify
Your monthly message volume must exceed a specific threshold.
Threshold amounts vary by country (you can find the details below).
If you qualify, please contact our support team.
Country | Messages per month |
India | 25,000,000 |
Indonesia | 750,000 |
Malaysia | 150,000 |
Mexico | 1,000,000 |
Netherlands | 100,000 |
Nigeria | 100,000 |
Pakistan | 150,000 |
Peru | 100,000 |
Russia | 100,000 |
Saudi Arabia | 100,000 |
South Africa | 100,000 |
Spain | 100,000 |
Turkey | 100,000 |
United Arab Emirates (UAE) | 100,000 |
United Kingdom (UK) | 100,000 |
North America | 80,000 |
Rest of Africa | 100,000 |
Rest of Asia Pacific | 150,000 |
Rest of Central & Eastern Europe | 100,000 |
Rest of Latin America | 100,000 |
Rest of Middle East | 100,000 |
Rest of Western Europe | 100,000 |
Other | 80,000 |
5. Refined utility message classification
The definition of what counts as a utility message is updated based on user engagement and feedback. Some use cases may move into or out of the utility category, depending on how users interact with them.
Here’s what Meta says about Utility Templates:
Utility templates are used to follow up on user-initiated actions or requests, such as transactions, orders, account updates, or service interactions. These messages:
Must be triggered by user activity
Must contain specific details about the interaction (e.g., order number, account info)
Must not include promotional content
To read more about Meta’s guidelines on Template Categorization click here.
Latest and updated rate cards
To view the recent and updated rate cards, follow these steps:
Log in to your Wati account.
After logging in, click the wallet icon located in the top-right corner of the screen.
Click the Pricing Overview button to view the updated rate cards.
What does this mean for you?
Here are the changes for you as a Wati customer:
Reduced Utility and Authentication pricing is an opportunity for better campaigns and customer experience with more interactions.
Effective October 1, 2026, free-form messages (service messages) sent within the 24-hour customer service window are billable per message for all plans. Meta provides 1,000 free service conversations per month for each WhatsApp Business Account before charges apply.
Credit Tracking & Usage
Wati's credit history will clearly distinguish between credits used for conversations versus credits used for messages, providing full transparency in your usage breakdown.
Need help?
Have questions about these changes or how they affect your account? Contact our support team for help and guidance.
Frequently Asked Questions (FAQs)
General Questions
1. What is the main change in Meta’s WhatsApp pricing model?
Meta has moved from a per-conversation pricing model to a per-message pricing model, where you are charged for each template message you send.
2. When did the per-message pricing model take effect?
The per-message pricing model was introduced on July 1, 2025.
Message Charging and Service Window
3. How does per-message pricing work in practice?
You are charged once for each marketing, utility, or authentication template message you send, regardless of how close together the messages are sent.
4. Are utility template messages always charged?
Utility template messages sent within the 24-hour customer service window were free from July 2025 through September 2026. Effective October 1, 2026, utility templates are billable per message regardless of whether they are sent within or outside the customer service window.
5. What is the 24-hour customer service window?
It is a 24-hour period that begins or resets when a customer sends a message to your business. Effective October 1, 2026, both free-form replies (service messages) and template messages sent within this window are chargeable. Meta provides 1,000 free service conversations per month before service message charges apply.
Rate Updates and Regions
6. Which countries are affected by recent rate changes?
Rates have changed for several countries, including India, France, Egypt, the UAE, Mexico, Colombia, Saudi Arabia, Argentina, and regions such as North America and Rest of Africa, depending on the message category and effective date.
7. How are messages to Zimbabwe charged now?
Messages sent to WhatsApp users with a +263 country code (Zimbabwe) are now charged under the Rest of Africa pricing region.
Pricing Tiers and Rates
8. What are volume-based pricing tiers?
Volume-based pricing tiers offer lower rates for utility and authentication messages when your business sends a high number of messages in a specific country.
9. Where can I check the latest WhatsApp message rates?
Log in to your Wati account, go to Wallet, and click Pricing Overview to view the most recent and updated rate cards.