Meta has introduced a major pricing update for the WhatsApp Business API — moving away from the earlier conversation-based model to a per-message billing structure.
This change has been active since July 1, 2025, and is now implemented across all WhatsApp API providers.
In this detailed blog, we’ll break down what’s changed, what it means for your messaging costs, and how your business should adapt to the new structure.
Let’s get started 👇
Key Update: From Conversation-Based to Per-Message Billing
Under the previous model, businesses were charged once per 24-hour conversation, depending on the conversation type. Now, with the new update, billing is based on each template message sent — making it more transparent and scalable.
Here’s how it works:
– Charges now apply per delivered template message, not per conversation
Marketing, Utility, and Authentication templates are billable
– Free-form messages and utility messages sent during an active customer support window (24 hours from user’s message) are free
– Service messages initiated by the user also remain free within that 24-hour window
Example:
If you send 1 marketing template and 1 utility message to the same customer — both messages are billed separately based on their category.
What Is the Customer Service Window?
The customer service window is a 24-hour period that begins the moment a user sends a message to your business.
Here’s what you can do within this 24-hour window:
* Send free-form messages (non-template replies) at no charge
* Deliver utility messages for free
* Provide real-time support without any cost per message
However, once this window expires, any template message sent will be charged as per the applicable category.
Note:
Only the first message from the user opens or refreshes this window. Any new message from your side outside the window will be billable.
Template Message Categories & Pricing
All outbound messages via WhatsApp API that require template approval fall into one of the following four categories:
1. Marketing Templates
These are promotional or awareness-driven messages aimed at engaging users and encouraging action. Examples include:
– Product launches
– Limited-time offers
– Discount codes
– Abandoned cart reminders
– Event invites
Example:
“Hey! Don’t miss out — grab 25% off all items today only! Reply ‘YES’ to activate your coupon.”
💰 Charge: ₹0.88 per message (India)
2. Authentication Templates
Used to securely verify the user’s identity via:
* One-Time Passwords (OTPs)
* Multi-step login verifications
* Account recovery
Example:
“Your code is 6743. Enter this to verify your login and access your account.”
💰 Charge: ₹0.125 per message (India)
3. Utility Templates
Transactional updates that fulfill a request or complete a known interaction. Typical use cases include:
* Order confirmations
* Shipping updates
* Payment reminders
* Recurring billing info
Example:
“Thanks for your purchase! Your order #12345 has been shipped. Track it here: \[link]”
💰 Charge: ₹0.125 per message (India)
4. Service Messages (User-Initiated)
These are replies to queries sent by users and include general customer support, complaints, and inquiries.
Example:
“Hi! I need help with my recent order.”
→ You reply: “We’re here to help! What seems to be the issue?”
✅ FREE within the 24-hour customer service window
💰 If 24 hours pass without user activity, the next reply must be a billable template message.
📌 Pricing for users outside India varies by country.
Example Workflow: Understanding Charges in Action
Let’s understand the pricing with a complete example.
1. At 11:15 AM, you send a marketing template to a customer
→ ₹0.88 charged
2. At 12:30 PM, you send an order confirmation using a utility template
→ ₹0.125 charged
3. At 11:18 PM, the customer replies with a question
→ A new 24-hour customer service window starts
4. At 12:30 PM (next day), you reply with a free-form message
→ ✅ FREE (because it’s within the active window)
5. Later, you send an authentication message to verify the user
→ ₹0.125 charged
Important: If that utility message at Step 2 had been sent after the 24-hour window, it would have been billable. But inside the window, it’s free.
Why Did Meta Switch to Per-Message Pricing?
Meta has clarified that the shift is intended to:
. Simplify pricing for businesses
. Align WhatsApp with other messaging platforms
. Ensure fairer billing based on actual usage
The earlier conversation-based model caused confusion among businesses, especially around how charges worked when multiple templates were used in one session. Now, it’s clearer — you pay per message you send.
💡 Common Questions
Q. Why is WhatsApp changing the pricing again?
To remove ambiguity and make it easier for businesses to calculate costs. Per-message pricing gives businesses full visibility and control over what they spend.
Q. Which messages are free under the new model?
* Service messages (user-initiated) — within the 24-hour window
* Utility templates — if sent during that same 24-hour window
* Free-form messages — if sent in response to a user message within 24 hours
Q. What exactly is the customer service window?
A rolling 24-hour timer that starts from the moment a user messages your business. During this time, you can send utility templates and free-form messages at no cost.
Q. What if I send a message after 24 hours?
Any message sent after the 24-hour support window ends must be a pre-approved template and will be charged based on its category (Marketing, Utility, or Authentication).
This pricing update is already in effect. Make sure your business adapts by:
. Reviewing your existing template strategy
. Categorizing your messages correctly
. Taking full advantage of the 24-hour service window to reduce costs
