Business messaging on WhatsApp will now come with a price tag as the platform unveils a pricing update.
Effective from July 1, 2025, Meta's WhatsApp will be updating its pricing structure for its business platform. Under the new model, businesses will be charged on a per-message basis, replacing the existing per-conversation pricing. This change aims to simplify the pricing structure and align it with industry standards for messaging, as WhatsApp stated.
Utility template messages sent in response to users' messages, falling within a 24-hour customer service window, will remain free, allowing businesses greater flexibility in engagement with customers. In addition to these modifications, WhatsApp will also adjust utility and authentication rates across various regions as part of continued efforts to maintain competitive pricing.
To incentivize growth on the platform, WhatsApp will introduce volume tiers for both utility and authentication messages, with businesses able to unlock more appealing pricing as they reach higher volume tiers. To learn more, check out our piece on "No rings, no pings - just drop in: WhatsApp Voice Chats let groups talk instantly-here's how."
Under the new per-message pricing structure, businesses will be charged for every delivered marketing, utility, or authentication template message. The fee applies regardless of the number of messages sent within a single session. Utility messages sent outside of the 24-hour customer service window will also incur charges.
WhatsApp charges according to the country calling code of the recipient's phone number and the category of the message (marketing, utility, authentication). Businesses may also be subject to monthly hosting fees, but charges for messages sent or received are not included in these costs.
Stay tuned as Meta plans to review and adjust pricing every three months, offering increased adaptability in the platform's pricing structure. Additionally, the company is phasing out the On Behalf Of (OBO) model in favor of the Shared Account Model, providing enhanced flexibility and security for businesses.
Sign up for our Daily Briefing to ensure you never miss essential news and updates delivered straight to your inbox.
- The new per-message pricing structure for Meta's WhatsApp business platform, effective from July 1, 2025, will charge businesses for every delivered marketing, utility, or authentication template message, regardless of the number of messages sent within a single session.
- WhatsApp, under its continued efforts to maintain competitive pricing, will adjust utility and authentication rates across various regions, in addition to introducing volume tiers for both utility and authentication messages, allowing businesses to unlock more appealing pricing as they reach higher volume tiers.
