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 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 if it is sent outside the customer service window (a 24-hour period that begins with the customer’s most recent message). All utility messages sent within this 24-hour window are free.
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 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 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.
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 | 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
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.
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
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”.
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? Feel free to contact our support team via the in-app help widget in your Wati Team Inbox or by clicking on the Contact Us button in our help center.
Frequently Asked Questions (FAQs)
General questions
1. What changed in Meta’s pricing model on July 1, 2025?
Meta introduced a per-message pricing model for WhatsApp Business, replacing the old per-conversation structure.
2. Why did Meta switch to per-message pricing?
The change aligns WhatsApp Business with industry standards, simplifies billing, and helps businesses deliver more value to customers.
3. How are marketing messages charged?
Each marketing template message is charged once, regardless of when it is sent.
4. How are utility messages charged?
Utility messages are free within the 24-hour customer service window but are charged once per template if sent outside the window.
5. How are authentication messages charged?
Authentication template messages are charged per message, based on updated rates for each market.
6. What is the 24-hour customer service window?
It is a time frame that begins when a customer sends a message to your business.
7. What happens when the service window closes?
Once the 24-hour window closes, only template messages can be sent, and these are chargeable.
8. Can you give an example of how charges apply?
Yes. If you send one marketing message and one utility message, you will be charged once for each type, regardless of the time gap between them.
Pricing and discounts
9. What are volume-based pricing tiers?
These tiers offer lower rates for utility and authentication messages as your business sends higher message volumes.
10. How do I qualify for volume-based pricing?
You must exceed specific monthly message thresholds, which vary by country.
11. Where can I check my country’s threshold?
Thresholds for each country are listed in Meta’s updated rate cards. For example, India requires 25,000,000 messages per month, while Spain requires 100,000.
12. How can I view updated rate cards in my Wati account?
Log in, click the wallet icon in the top-right corner, and then select Pricing Overview.
Utility and authentication templates
13. What counts as a utility message?
Utility templates must be triggered by user activity, include specific details like order numbers or account info, and cannot contain promotional content.
14. What has changed in utility and authentication rates?
Meta updated rates across several markets to better reflect the value of these messages and align with other messaging platforms.
15. 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.