Summary
Meta is introducing a simpler per-message pricing model for WhatsApp Business, replacing the current per-conversation structure. Here’s what’s changing in 2025:
To know more about Meta’s pricing history, please check our guide: Overview of Meta's Pricing Changes in the Past.
Instructions
Introduction to Meta’s Upcoming Pricing Changes
(effective July 1, 2025)
As part of Meta’s ongoing efforts to deliver more value, Meta is introducing 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.
You'll find a preview of what to expect from July 1, 2025, onward.
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 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
For example: If you send one marketing message and one utility message, you’ll be charged once for each type — one charge for marketing and one for utility.
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 freely respond to the customer. Please note that template messages sent are still 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. Free utility template messages during open service windows
What this means
Businesses can respond to users more freely, with no extra cost, during the customer service window.
Utility template messages—like order confirmations or reminders—will be free when sent in reply to a user's message within an active customer service window.
This gives businesses more flexibility and reduces the cost of timely, transactional communication.
How it works
When the customer service window is open, you can send utility messages to users for free.
3. Updated utility and authentication template rates
What this means
Rates for utility and authentication messages will be 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 will introduce 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.
Click here to read more about Meta’s tier-based pricing and updated rate cards.
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 | 2,50,00,000 |
Indonesia | 7,50,000 |
Malaysia | 1,50,000 |
Mexico | 10,00,000 |
Netherlands | 1,00,000 |
Nigera | 1,00,000 |
Pakistan | 1,50,000 |
Peru | 1,00,000 |
Russia | 1,00,000 |
Saudi Arabia | 1,00,000 |
South Africa | 1,00,000 |
Spain | 1,00,000 |
Turkey | 1,00,000 |
United Arab Emirates (UAE) | 1,00,000 |
United Kingdom (UK) | 1,00,000 |
North America | 80,000 |
Rest of Africa | 1,00,000 |
Rest of Asia Pacific | 1,50,000 |
Rest of Central & Eastern Europe | 1,00,000 |
Rest of Latin America | 1,00,000 |
Rest of Middle East | 1,00,000 |
Rest of Western Europe | 1,00,000 |
Other | 80,000 |
5. Refined utility message classification
The definition of what counts as a utility message will be 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
Contain specific details about the interaction (e.g., order number, account info)
Not include promotional content
Click here to read more about Meta’s guidelines on Template Categorization.
Introduction to the new rate card
To view the new 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.
Timeline: When the new rates take effect
All changes have taken effect starting July 1, 2025.
What does this mean for you?
Here are the changes you can expect as a Wati customer:
Reduced Utility and Authentication pricing is an opportunity for better campaigns and customer experience with more interactions
Free-form messages will still be free for our customers on new plans. Customers on Professional and Standard plans will still be charged based on “per message”.
You should top up credits in your Wati account in advance if you have major campaigns planned for late June or early July.
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.
Frequently Asked Questions (FAQs)
General overview
1. What is changing in Meta’s pricing model from July 1, 2025?
→ Meta is moving from a conversation-based pricing model to a message-based model. Businesses will now be charged for each delivered template message instead of per conversation.
2. When will the new pricing model take effect?
→ The new per-message pricing will begin on July 1, 2025, starting at 00:00 hours (midnight) in your WABA’s local timezone.
Message-based pricing
3. How does message-based pricing work?
→ You will be charged for each template message sent:
One charge per marketing message
One charge per authentication message
One charge per utility message sent outside the customer service window
4. Are service conversations still free under this model?
→ You can respond freely during the 24-hour customer service window. However, template messages sent during this window are still charged.
5. What are utility messages, and when are they free?
→ Utility messages include updates like order confirmations or reminders. They are free when sent during an open customer service window in response to a user message.
Updated rates and volume-based discounts
6. Are there new rates for utility and authentication messages?
→ Yes. Rates will be updated across several markets to better reflect the value of each message type and align with industry standards.
7. How does volume-based pricing work?
→ WhatsApp will automatically apply discounted rates as your message volume increases in a specific category and market. The more you send, the better your pricing.
8. What is the monthly message volume threshold to qualify for discounts?
→ Thresholds vary by country. For example:
India: 2.5 crore messages/month
Indonesia: 7.5 lakh messages/month
Mexico: 10 lakh messages/month(See full list in the article for your region)
9. How do I apply for volume-based discounts?
→ If your monthly message volume exceeds the threshold for your region, contact Wati’s support team to verify and apply for the discount.
Template categorization
10. What is changing in the classification of utility messages?
→ Meta will refine what counts as a utility message based on user behavior. Only messages that follow up on user-initiated actions and include specific interaction details (without promotional content) will qualify.
11. Where can I find Meta’s updated template categorization guidelines?
→ Meta has published new guidelines for template categorization. You can read them through the linked article in the documentation.
Wati-specific information
12. What should Wati customers know about these changes?
→ As a Wati customer:
You may benefit from reduced pricing for utility and authentication messages.
Free-form messages will remain free for customers on new plans.
Customers on Standard or Professional plans will be charged per message.
13. How should I prepare for the pricing change?
→ If you have major campaigns planned around the transition period (late June or early July), top up your Wati account credits in advance to avoid disruption.
14. Will I be able to see how my credits are used in Wati?
→ Yes. Wati’s credit history will clearly separate credits used for conversations from those used for individual messages, giving you complete visibility.