Meta is switching from Conversation-Based Pricing to Message-Based Pricing. And that means Wati’s pricing will also change to align with Meta’s changes. That’s not all. Meta has introduced a few more changes to pricing.

Here’s what we are covering in this guide:

History of Meta’s Pricing Updates for the WhatsApp Business Messages.

Before we jump into the current pricing structure and what changes are coming, let’s take a brief look at the past pricing changes on the WhatsApp Business Platform. 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. You'll find a timeline of what's already changed and a preview of what to expect from July 1, 2025, onward.

Here’s a breakdown of the past and upcoming pricing updates by Meta:

Free entry point conversations also let businesses send unlimited template messages. This makes it easier to follow up, share promotions, and provide updates—all without additional charges.

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A free entry point conversation opens when:

Once your reply is delivered, the 72-hour free window begins, allowing unlimited template messages. Non-template messages can only be sent within an active 24-hour customer service window (triggered by customer interaction).

Important Notes:

Example: A customer messages at 10am; you reply at 10pm with a template. The free 72-hour window starts at 10pm, but non-template messages are only free until 10am the next day (unless the customer re-engages).

Service conversations became free: All businesses can now send service messages at no cost. This helps businesses provide timely support and engage with customers without worrying about fees during an open service window.

Entry point conversations became free: Businesses can now start conversations for free when customers reach out first. This helps brands connect quickly, respond efficiently, and nurture leads without extra costs during the 72-hour window.

Utility conversation rates lowered for Rest of Africa: Businesses sending utility messages in the Rest of Africa region will now benefit from reduced rates. This change helps lower messaging costs and encourages timely, transactional communication with customers.

Authentication-international rates expanded: WhatsApp extended authentication message pricing to 7 additional markets across Asia-Pacific (APAC) and Europe, the Middle East, and Africa (EMEA), making it easier to reach users securely at scale.

Reduced rates in selected markets: Rates introduced in 4 of the 7 new markets were lowered to ensure pricing remains competitive with alternative messaging channels.

WhatsApp Business messages are priced based on who starts the conversation and what type of message is sent. Here’s a simple guide:

When? When customers message you first (e.g., support questions, inquiries)

Cost? Service Conversations are FREE.

If you want to know about the service message charges, please reach out to our support team via the in-app help widget in your Wati Team Inbox.

Important: Business-initiated conversations do NOT count toward free tiers; every Business-Initiated Conversation is chargeable.

Meta is moving from Conversation-Based pricing to Message-Based Pricing. To know more about these upcoming changes, please check our guide: Introducing Message-Based Pricing.

→ Meta introduced free entry point conversations that allowed unlimited template messages for 72 hours after the initial business reply, provided it was within 24 hours of the customer’s message via a Click to WhatsApp Ad or Facebook Page CTA.

→ Two key changes were made:

→ WhatsApp expanded authentication message pricing to 7 more markets in APAC and EMEA, making it easier to send secure messages globally.

→ WhatsApp reduced message rates in 4 of the 7 newly added markets to keep pricing competitive with other channels.

→ Pricing depends on who initiates the conversation and the type of message sent. User-initiated service conversations are free under new plans, while business-initiated conversations are charged based on the message category.

→ Yes, under Wati’s new plans (Growth, Pro, Business), all user-initiated service conversations are free. For older plans, the first 1,000 service conversations per month are free.

→ Business-initiated conversations are always charged. The cost depends on the type of template used:

→ No, all business-initiated conversations are billed separately and do not count toward any free tier, even on new plans.

→ Meta is shifting from charging per conversation to charging per message. This change will affect how businesses, including those using Wati, are billed for their WhatsApp messages.

→ You can find details in our dedicated guide: Introducing Message-Based Pricing.