WhatsApp Business API Pricing Changes: What’s Changing from July 1, 2025

As of July 1, 2025, Meta has announced a major update to WhatsApp Business pricing that affects how businesses will be charged for sending messages through the platform. These changes apply to businesses using WhatsApp Business API, including Cloud API and On-Premises API users. If your company uses WhatsApp for customer communication, support, marketing, or authentication, this guide will help you understand the new pricing model and prepare your business for a smooth transition.

Key Change: Per Template Message Billing

Previously, WhatsApp billed businesses per conversation window.
Now, each template message (Marketing, Utility, Authentication) is billed separately, even if sent within an open 24-hour session.

WhatsApp Template Categories

All templates must fall under one of the following categories:

1. Marketing Templates

• Used to promote products/services, retarget users, or send offers.
• Always chargeable—even within a customer-initiated 24-hour session.

2. Utility Templates

• Related to transactional updates like order confirmations, invoices, or reminders.
• Free only if sent within 24 hours of the customer’s message.

3. Authentication Templates

• One-time passcodes (OTPs) for login, verification, or 2FA.
• Always charged per message.

4. Service Conversations (Non-Template Messages)

• These are text replies during an active 24-hour customer service window.
• Still free, but only when responding to customer-initiated messages.

What’s Changing: Summary Table

Use Case	Before July 1, 2025	After July 1, 2025
Marketing template during session	Free	Charged per template
Multiple marketing messages in session	Free	Charged for each template
Utility template within 24 hrs	Free	Still free
Utility template after 24 hrs	Charged by session	Charged per template
Authentication template	Charged per message	No change
Free-form reply in 24 hrs	Free	Still free

Real-World Examples

Scenario 1: Customer Initiates, Business Sends Marketing Template

Example:

9:00 AM – Customer: "Hi, I’m checking on my recent order."
9:05 AM – Business: "Thanks! Also, enjoy 15% off on your next purchase."

• Before July 1: Free
• After July 1: Charged per message

Scenario 2: Two Marketing Messages in One Session

Example:

10:00 AM – Customer: "Any special deals today?"
10:05 AM – Business: "Yes! 10% off electronics."
4:00 PM – Business: "Last chance! Offer ends at 8 PM."

• Before July 1: One session charge
• After July 1: Each template billed individually

Scenario 3: Utility Message Outside 24-Hour Window

Example:

Monday 9:00 AM – Last message from customer
Tuesday 11:00 AM – Business: "Reminder: Your payment is due today."

• Before July 1: Charged by session
• After July 1: Charged per template

Scenario 4: Free-form Message Within 24 Hours

Example:

2:00 PM – Customer: "I need help with my order."
2:03 PM – Business: "Sure, can you provide your order number?"

• Still allowed and free

Conversation Duration & Category Rules

1. One Template = One 24-Hour Session

Sending a template starts a 24-hour session for that category.
If another message of the same category is sent within that window, no extra charge.

Example:

10:00 AM – Send marketing template → Charged, session starts
4:00 PM – Send another marketing template → Free

2. Multiple Categories = Multiple Charges

You can have marketing, utility, and authentication sessions active at the same time. Each is billed separately.

Example:

10:00 AM – Send marketing → Marketing session starts
12:00 PM – Send utility → Utility session starts

3. Service (Non-template) Messages = Free

Only valid within 24 hours of user message.
Outside this window, you need to send a template to reinitiate.

Free Entry Point Conversations (72 Hours)

Triggered when a user clicks:

• A Click-to-WhatsApp Ad
• A Facebook Page CTA (like “Message Us”)

How It Works:

• User clicks ad → Messages you
• You reply within 24 hours → 72-hour free session starts

During this time:

✅ Send unlimited template or free-form messages
✅ All paid sessions are paused
❌ No new charges until the 72 hours end

Example:

10:00 AM – User messages via ad
11:00 AM – You reply → Free entry point starts
Until 11:00 AM (Day 3) → Everything free

Why It Matters for Businesses

• It's a cost-saving opportunity: Engage leads acquired from ads without worrying about charges for 3 days.
• You can send promotions, offers, updates, or onboarding without opening paid sessions.
• Great for lead nurturing, product launches, limited-time campaigns, etc.

Best Practices to Minimize Costs

• Plan Template Usage
  • Don’t overuse marketing templates—consider combining info into one message.
• Categorize Correctly
  • Misclassified templates (e.g., marketing content in utility format) can be rejected or reclassified.
• Use Free-form When Possible
  • Respond quickly to use the free 24-hour customer window.
• Track Template Approval Times
  • Ensure templates are pre-approved and categorized correctly by Meta.
• Monitor DLRs and Conversations
  • Track delivery reports and active conversation windows to reduce duplicate charges.

Country-Based Pricing

• WhatsApp charges vary depending on user country (based on phone number prefix).
• Pricing tiers apply differently for India, UAE, UK, US, and other countries.
• Check Meta’s Rate Cards for updated rates in INR, USD, EUR, and others.

How Shree Tripada Can Help

At Shree Tripada, we specialize in helping businesses integrate, optimize, and scale WhatsApp Business messaging.

✅ Expert guidance on WhatsApp Business API setup
✅ Support with template categorization and approval
✅ Real-time message tracking and billing analysis
✅ Affordable pricing and 24/7 support

Ready to Adapt to the New WhatsApp Pricing?

Let us help you stay compliant, reduce messaging costs, and keep your communication effective.

👉 Contact us today +91 9316166117
👉 Explore WhatsApp Business Solutions

Final Thoughts

Meta’s July 1, 2025 update marks a strategic shift toward pay-per-value in WhatsApp messaging. Businesses that adapt their messaging strategy and understand the new billing logic will save costs and maintain efficient communication.

Stay ahead of the change — plan, review, and optimize your WhatsApp communication with Shree Tripada.