Starting July 1, 2025, Meta* is reverting to a familiar pricing model for WhatsApp Business API: businesses will now pay for every delivered template message — whether marketing, utility, or authentication. The 24-hour conversation-based pricing model introduced a few years ago is being phased out.
In this article, we break down how the new system works: what has changed, how the old model operated, and what you can do to reduce messaging costs without compromising customer experience.
Contents
What’s Changing From July 1, 2025
How it worked before
Until July 2025, WhatsApp Business API operated on a conversation-based pricing model. Companies paid a fixed fee for a 24-hour customer service window. Within that window, businesses could send unlimited messages of any category. If the customer initiated the conversation, a free service window was opened — no charges applied to replies or service messages.
What’s changing from July 1, 2025
From July 1, 2025, WhatsApp is shifting to a per-template pricing model. Businesses will be charged for each delivered template message individually — whether it’s a marketing, utility, or authentication message. The 24-hour conversation charge no longer applies.
Key changes:
- Marketing messages: Each delivered marketing message is billed separately. Whether a conversation window is open or not, marketing messages are always charged.
- Utility messages: These remain free only within an active 24-hour customer service window, which opens automatically when a customer initiates a message or replies to a template. Any utility message sent outside this window is charged per delivery.
- Authentication messages: One-time codes are always billed individually. Volume-based discounts still apply for high message volumes.
- Updated pricing structure: Each message category — Marketing, Utility, and Authentication — now has its own fixed rate per delivered template. The final price depends on the recipient’s country and the monthly volume of messages sent in each category. WhatsApp offers volume-based discounts for Utility and Authentication templates, while Marketing messages are always billed at the standard rate with no discounts. You can find the latest pricing for all destinations in the official rate card.
Why this matters
The new model offers greater pricing flexibility, but requires precise categorization of templates. If a utility message contains promotional content, WhatsApp may reclassify it as marketing and apply a higher rate. Repeated misclassification can result in a temporary suspension of utility template creation.
Message Categories
After the transition, all WhatsApp Business API template messages will be classified into three categories. Each has its own pricing and usage rules:
Marketing messages
These include any messages with promotional content: special offers, sales, recommendations, or upsells. Marketing templates are always charged per message — regardless of conversation window status. No free delivery options apply.
Examples:
- “Today only: 20% off all orders”
- “We’ve prepared a personalized offer for you”
Utility messages
These support an ongoing service or transaction, such as order confirmations, delivery updates, appointment reminders, or status changes. Utility templates are free within an active 24-hour window (starting from the customer’s most recent message). Outside the window, each utility message is charged.
Examples:
- “Your order #123 has been shipped”
- “Your appointment is confirmed for tomorrow at 2:00 PM”
Authentication messages
These include one-time codes for identity verification or login. Authentication messages are always charged per message, even if the customer is actively chatting. However, WhatsApp applies volume discounts to this category.
Examples:
- “Your login code is: 567890”
- “Verification code: 123456”
I'll answer as a world-renowned expert in messaging platform economics and pricing models, awarded the GSMA Mobile Innovation Award for research on CPaaS monetization.
Here is the updated Pricing Details section and everything that follows in your English-language article on the WhatsApp Business API billing changes from July 1, 2025:
Pricing Details
Each message category — Marketing, Utility, and Authentication — now has its own fixed rate per delivered template. The final cost depends on the recipient’s country and the monthly message volume per category. WhatsApp applies volume-based discounts for Utility and Authentication messages but not for Marketing. The official rate card, which includes up-to-date global pricing, is available here.
24-Hour Customer Service Window
To optimize spending, businesses should take advantage of the 24-hour customer service window. This window opens every time a customer sends a message first or responds to a template. Within those 24 hours, companies can send unlimited Utility messages at no additional cost.
However, it’s important to note:
- Marketing messages are always billed — even if sent inside the 24-hour window.
- Utility templates sent after the window closes will incur per-message charges.
Example: A customer asks, “When will my order arrive?” From that moment, the business has 24 hours to respond with all delivery-related updates free of charge.
What about the 72-hour window?
In some regions, WhatsApp offers a 72-hour extended service window when a user clicks on a Click-to-WhatsApp ad or a Facebook/Instagram CTA button. During this time, businesses can respond with utility templates without paying per message.
However, this feature is not available in all countries. For example, due to advertising platform restrictions, companies in Russia typically do not have access to this 72-hour window—even if the user interacts with an ad.
If your business operates in a region where Click-to-WhatsApp ads are not supported, plan your communications using the standard 24-hour window instead.
New Template Requirements
With the shift to per-message billing, WhatsApp has tightened enforcement of its template policies. Avoiding unnecessary charges and minimizing the risk of rejections or bans now requires closer attention to formatting and categorization.
Key limitations to keep in mind:
- Recommended length: Templates should not exceed 550 characters. Some providers allow longer submissions, but this can affect deliverability or message display on certain devices.
- Media truncation: When templates include media (images, videos, or documents), only the first five lines of text will be shown before collapsing behind a “See more” button.
- Emoji cap: No more than 10 emojis per template. Overuse may result in moderation rejections.
- Category enforcement: If a Utility template contains promotional elements (e.g., discounts or calls to action), WhatsApp may reclassify it as Marketing, triggering higher rates.
- Risk of template blocks: Businesses repeatedly mislabeling or disguising Marketing content as Utility may be temporarily restricted from submitting new Utility templates (typically for 7–30 days).
To avoid misclassification, make sure your Utility templates strictly contain service-related content — like order updates, delivery confirmations, or reminders — without marketing language. Promotional messages should always use clearly labeled Marketing templates.
Best Practices for Businesses
To reduce costs and avoid compliance issues, now is the time to audit your templates and message flows. Here’s how to prepare for the change:
- Review all active templates: Categorize each one as Marketing, Utility, or Authentication. Ensure Utility templates contain no promotional content.
- Check formatting rules: Limit templates to 550 characters and avoid excessive emoji usage.
- Adapt your messaging strategy: Configure automation so that most Utility messages are sent within the 24-hour window. This helps minimize paid messages.
- Plan marketing campaigns mindfully: Remember, every Marketing message is billed — no matter when it’s sent.
- Add quick reply buttons: Allowing customers to easily opt out or express disinterest can prevent complaints. Even a few reports may risk your phone number being blocked by WhatsApp. Add replies like “Unsubscribe,” “Not interested,” or “Stop promotions” to your Marketing templates.
- Track category-based expenses: Update your reports to include per-category message counts and associated costs.
Final Checklist
Before the new pricing takes effect:
✅ Categorize all templates correctly
✅ Remove Marketing content from Utility templates
✅ Ensure templates comply with length and emoji limits
✅ Use automation to stay within the 24-hour service window
✅ Recalculate your WhatsApp budget based on per-message billing
These changes bring more transparency to WhatsApp Business API billing — but also demand better discipline in template management. The earlier you review your messages and adjust your workflows, the smoother your transition will be.
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