Summary
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:
Instructions
Overview of Pricing Changes (Historical Context)
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.
Past Pricing Updates by Meta
June 1, 2023
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.
A free entry point conversation opens when:
A customer messages you via a Click to WhatsApp Ad or Facebook Page CTA button (Android/iOS only), and
You respond within 24 hours (otherwise, a paid template is required).
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:
The free conversation closes all other open chats with the customer.
After 72 hours, new conversations require a template.
If the customer messages again, a new 24-hour service window opens for non-template replies.
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).
November 1, 2024
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.
February 1, 2025
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.
April 1, 2025
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.
Rate Cards
To view the latest 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.
Wati’s Current Pricing Structure
WhatsApp Business messages are priced based on who starts the conversation and what type of message is sent. Here’s a simple guide:
1. Free Conversations (User-Initiated)
When? When customers message you first (e.g., support questions, inquiries)
Cost? Service Conversations are FREE.
Applies to all new Wati plans (Growth, Pro, Business).
For older plans (Standard/Professional/Enterprise):
The first 1,000 Service Messages/month are free; after that, the rates will be applied.
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.
2. Paid Conversations (Business-Initiated)
When? When you message customers first (e.g., alerts, promotions).
Cost? Depends on the template category used:
Marketing (Promos, offers) – Highest cost
Utility (Order updates, receipts) – Mid-tier cost
Authentication (OTPs, security codes) – Lowest cost
Important: Business-initiated conversations do NOT count toward free tiers; every Business-Initiated Conversation is chargeable.
Meta has moved from Conversation-Based pricing to Message-Based Pricing. To know more about these changes, please check our guide: Introducing Message-Based Pricing.
Frequently Asked Questions (FAQs)
General questions
1. Why is Wati’s pricing changing?
Wati’s pricing is changing to align with Meta’s switch from conversation-based pricing to message-based pricing. This ensures consistency with WhatsApp Business Platform updates.
2. Where can I view the updated rate cards?
To see the updated rate cards:
Log in to your Wati account.
Click the wallet icon in the top-right corner.
Select Pricing Overview.
Past pricing updates
3. What changes took place on June 1, 2023?
Free entry point conversations allowed businesses to send unlimited template messages within a 72-hour window after replying to a customer who contacted them via a Click to WhatsApp Ad or Facebook Page CTA.
4. What changes took place on November 1, 2024?
Service conversations became free for all businesses.
Entry point conversations became free.
Utility message rates were lowered for the Rest of Africa region.
5. What changes took place on February 1, 2025?
Authentication-international rates were expanded to seven additional markets across APAC and EMEA.
6. What changes took place on April 1, 2025?
Reduced rates were introduced in four of the seven new markets to keep pricing competitive with other messaging channels.
Current pricing structure
7. What types of conversations are free?
Service conversations (when a customer messages you first) are free for all new Wati plans.
For older plans, the first 1,000 service messages per month are free. After that, standard rates apply.
8. What types of conversations are paid?
Business-initiated conversations are paid and depend on the template category used:
Marketing messages – highest cost
Utility messages – mid-tier cost
Authentication messages – lowest cost
9. Do business-initiated conversations count toward free tiers?
No. Every business-initiated conversation is chargeable.