Summary
WhatsApp has moved from conversation-based to message-based pricing as of July 1, 2025. This means you're now charged for each template message sent, not per 24-hour session.
To help you stay cost-effective, this guide walks you through smart ways to reduce messaging expenses using Wati’s built-in tools.
Instructions
Before we get started, here’s a quick tip:
Avoid template rejections by keeping it concise
To make sure your message templates are approved quickly:
Stick to 550 characters or fewer. Longer templates will be automatically rejected.
Limit emojis to 10 or fewer. Too many emojis can trigger a rejection.
Keeping your templates short and focused helps with approval and makes your messages clearer and more effective for your customers.
✅ Good example (approved)
Hi [name],
Your order has been shipped!
🚚 You can track it here: [tracking_link].
Thanks for shopping with us! 😊
❌ Bad example (rejected)
Hey [name]!!!
🎉🎉🎉 Your order has been shipped and it's on its way to you right now!
🚛📦✨✨💫💥🛍️🌟🎁 Track it here: [link].
Let us know if you need anything at all!!! 💬💬💬
Now let’s get to the important part - how you can reduce your messaging costs under the new message-based pricing model:
A. Maximize free conversations
WhatsApp provides two windows where you can message users for free. Make the most of these opportunities to lower costs while driving engagement.
1. Drive cost-free engagement with Click-to-WhatsApp ads (CTWA)
When someone clicks on your Click-to-WhatsApp (CTWA) ad, you get a 72-hour free messaging window to respond — no message fees apply during this period.
How to use this with Wati:
Use the CTWA Team Inbox to reply instantly.
Set up automated responses to qualify and engage leads.
Share product suggestions, offers, or questions — all within the 72-hour window.
Example: A user clicks your ad for a skincare product. You ask, “Looking for something for oily or dry skin?” Then recommend a product and share a discount — all at zero messaging cost.
2. Turn website visitors into free chats
Add Wati’s WhatsApp chat widget to your site to convert traffic into conversations. Once a visitor sends the first message, you get a 24-hour free messaging window.
How to use this with Wati:
Prompt visitors with questions like “Need help choosing a plan?”
Use automation to answer FAQs, share brochures, or schedule demos.
Example: A visitor asks for pricing. You share a price list and offer a limited-time promo — all within the 24-hour free session.
B. Optimize paid message impact
Each template message now incurs a charge. Here’s how to deliver more value per message.
1. Guide users through complex journeys in one message
Use WhatsApp Flows to collect data, onboard users, or process requests in a single interactive form, instead of sending multiple chargeable messages.
Example: Send a Flow that gathers name, email, and preferred demo time — all within one template.
2. Prompt multiple products with one message
Use Carousel Templates to showcase several items in a single message. This helps you avoid sending multiple product templates.
Example: Send a carousel with “Shoes,” “Bags,” and “Accessories” — instead of three separate messages.
C. Boost engagement with smart targeting and tracking
Use Wati’s broadcast and tracking tools to send fewer, more effective messages.
1. Retarget only users who engage
Use broadcast retargeting to follow up with users who clicked, read, or replied — instead of messaging everyone again.
Example: You send a flash sale to 1,000 users. Only 300 click. Your next reminder targets only those 300.
2. Track what works and optimize future campaigns
Use URL tracking and ROI analytics to learn which messages lead to conversions — and which ones don’t.
Example: You test two offers. Version A gets more clicks, so you focus future campaigns around that messaging.
D. Automate and scale efficiently
Leverage Wati’s automation to stay within free messaging windows and reduce manual workload.
1. Use chatbots for common questions
Deploy chatbots for user journeys and question-based information collection — all within the free window.
Example: A bot can ask and collect information like “Order ID” or “Details regarding the issue” — without involving your agents.
2. Use AI Support Agent for complex support
Wati’s AI Support Agent can understand(documents and links you provide) and respond to detailed customer issues, helping you scale without increasing headcount.
Example: A user asks, “Why didn’t my discount apply?” The AI reviews their order and responds with a personalized answer.
3. Route chats to the right team automatically
Set up keyword triggers or rules to send users directly to Sales, Support, or Billing — without delay.
Example: If a user types “invoice issue,” Wati routes them straight to your finance team.
4. Reply quickly with Quick Replies
Quick Replies help your team respond faster and keep chats within the 24-hour free customer service window.
Example: Someone asks about your return policy. A saved reply sends it instantly, avoiding late follow-up charges.
Frequently Asked Questions (FAQs)
General questions
1. What is message-based pricing on WhatsApp?
→ Starting July 1, 2025, WhatsApp charges businesses per template message sent, instead of per 24-hour conversation session. Each time you send a template message, it incurs a cost, regardless of whether the user replies or not.
2. How can Wati help reduce my messaging costs?
→ Wati offers several tools like automation, broadcast retargeting, Flows, and chatbots that help you reduce the number of paid messages, maximize free messaging windows, and engage more efficiently with your audience.
Free messaging windows
3. How do I get 72 hours of free messaging?
→ You get a 72-hour free messaging window when someone clicks on your Click-to-WhatsApp (CTWA) ad. All messages sent to that user during this time are free of charge.
4. How do I use Wati to make the most of CTWA free windows?
→ You can use Wati’s CTWA Team Inbox and automation to respond instantly, qualify leads, and share relevant information within the 72-hour free period.
5. Is there a way to get free messaging from website visitors?
→ Yes, when someone initiates a chat through your website's WhatsApp widget, you get a 24-hour free messaging window to engage with them.
6. What kind of messages should I send during the free window?
→ Use this time to answer questions, share offers, qualify leads, or send product details — all without paying for messages.
Reducing paid message volume
7. How can I send fewer paid messages without losing engagement?
→ Use WhatsApp Flows to collect all necessary information in a single message. You can also use Carousel Templates to showcase multiple products at once.
8. What is a WhatsApp Flow and how does it help?
→ A Flow is an interactive form within WhatsApp where users can submit data or make choices, all within a single message, reducing the need for multiple templates.
9. What are Carousel Templates and how do they save cost?
→ Carousel Templates let you display multiple products or offers in one template message, helping you avoid sending separate messages for each item.
Smarter targeting and analytics
10. How can I avoid wasting money on follow-up messages?
→ Use Wati’s broadcast retargeting to message only users who interacted with your original message, such as clicked links, replied, or read the message.
11. Can I track which messages work best?
→ Yes, Wati provides URL tracking and ROI analytics so you can see which messages lead to conversions or interest, and improve future campaigns accordingly.
Automation and scaling
12. How can automation help me stay within the free messaging window?
→ Use Quick Replies and auto-responses to reply instantly to user queries and avoid delays that could push the conversation outside the free window.
13. Can I route incoming chats to the right team automatically?
→ Yes, Wati allows you to set up keyword-based triggers and rules to automatically route chats to the appropriate team (like Sales, Support, or Billing).
14. How can chatbots reduce my messaging cost?
→ Chatbots can handle common questions and data collection during the free window, helping reduce the need for agent intervention and paid messages.
15. What’s the benefit of using AI Support Agent in Wati?
→ AI Support Agent can understand and respond to customer queries at scale, reducing manual effort and helping you manage support efficiently without increasing your headcount.