WhatsApp Pricing Update — Effective July 1, 2025

Meta has announced a major update to the WhatsApp Business Platform pricing model, starting

July 1, 2025

💬

What’s Changing?

WhatsApp is moving to a
per-message pricing model
instead of per-conversation. You’ll be charged for
every message delivered
.
Charges will vary based on
Message type
(Marketing, Utility, Authentication) and
Recipient’s country code
When a customer messages your business, a
24-hour customer service window
opens.
Free-form Replies sent during this window (ex: text messages, canned responses, bot replies) remain
free
.
Utility templates
are now
also free
during this window.
Free entry point conversations
(from Click-to-WhatsApp ads or Facebook Page buttons) remain unchanged.
If a user messages you via one of these entry points, you get a
72-hour window
to send
template and free-form messages at no cost
, as long as you respond within 24 hours of their message with a text/free-form message.

Have questions? We’re happy to help!