![WhatsApp Business API Pricing Updates [July, 2025]](https://images.controlhippo.com/blog/images/whatsapp-api-pricing-structure-feature.webp "WhatsApp Business API Pricing Updates [July, 2025]")
WhatsApp has rolled out a major WhatsApp Business API pricing update, effective July 1, 2025, which will affect how WhatsApp messages are billed. This new model marks a shift from conversation-based billing to a more granular, per-message pricing structure. The change affects all businesses using the WhatsApp Business Platform, like Cloud API users and those working through Business Solution Providers (BSPs).
In this blog, we break down the official changes, category-wise message costs, volume-based pricing tiers, and how your business can reduce spend by taking advantage of Meta’s free messaging windows and entry points.
Enjoy Unlimited FREE Service Conversations on WhatsApp!
Businesses can still enjoy unlimited free service conversations as long as they occur within a 24-hour customer service window. When a customer initiates a conversation (for example, by sending a message), all replies from the business during the next 24 hours are free of charge, regardless of how many service messages are exchanged.
NovaCare Hospital sends a message on WhatsApp at 10:12 AM offering a free online consultation. Over the next few hours, the patient follows up with questions regarding available doctors, appointment times, and rescheduling options. NovaCare Hospital responds to all queries within the 24-hour free Customer Service Window (CSW).
As long as all replies are sent within 24 hours of the customer’s first message, none of these replies are charged. They fall under the free service conversation window.
Drive Business Growth with WhatsApp Business API
Engage, convert, and retain customers more effectively with ControlHippo’s WhatsApp Business API.
No Separate Rate for “Service Messages”
WhatsApp no longer charges a specific rate for service conversations like it did under the old conversation-based pricing model. Instead:
- Service replies are free if sent within the open 24-hour window
- If sent outside that window, they must use a pre-approved template
That template is then billed according to its category:
- Utility (e.g., payment confirmations)
- Authentication (e.g., OTPs)
- Marketing (e.g., reminders or offers)
So while service conversations still exist functionally, service is no longer a pricing category.
Learn more about managing your WhatsApp Business API account and its templates to ensure billing accuracy.
WhatsApp Business API Update – Effective July 1, 2025
The conversation-based pricing model introduced in 2022 is being replaced. As of July 1, 2025, WhatsApp is charging per message based on the type of template used: utility, authentication, or marketing. This model applies globally, including the WhatsApp Business API for customer support. It impacts all messaging activity that falls outside the customer-initiated window, including international authentication rates.
It means businesses will now be charged based on:
- Message category (Utility, Authentication, Marketing)
- Region of the user
- Monthly volume sent
- Eligibility for free windows or entry points
Shift from Conversation-Based to Per-Message Pricing
Under the previous model, WhatsApp charged a flat rate for each 24-hour conversation window based on who initiated it and what type of message was sent, but it now charges on a per-message basis. For example, a business-initiated message opened a chargeable window for 24 hours.
As of July 1, 2025, WhatsApp has moved to a per-message pricing model for all templated messages sent outside the free 24-hour customer service window. Each message is billed individually, depending on its category, including authentication international and the user’s region.
For example, sending an authentication message via WhatsApp API in Singapore is now billed individually if outside the free window.
Free Utility Templates Within the Customer Service Window
Utility messages sent within the 24-hour customer service window are not charged. This window begins when a customer sends your business a message. During this time, you can respond with any type of message, including free-form or templated content, without incurring any charges.
For example, if a customer reaches out and you reply with:
- A payment confirmation
- A shipping update
- An order summary
These utility templates will be free of cost, provided they are sent within that open 24-hour window. However, if the utility message is sent outside the 24-hour window, the standard per-message utility pricing will apply based on the user’s region.
Updated Pricing for Utility & Authentication Messages from July 1, 2025
WhatsApp has published specific rates per message for Utility and Authentication categories based on the user’s region. Here are some updated pricing for utility and authentication messages (now includes new volume tiers) for the top 5 countries that use WhatsApp Business API the most:
| Country | Utility Message Rate (USD) | Authentication Message Rate (USD) |
|---|---|---|
| Brazil | $0.0068 | $0.0068 |
| India | $0.0014 | $0.0014 |
| Indonesia | $0.025 | $0.025 |
| Mexico | $0.0085 | $0.0085 |
| Germany | $0.055 | $0.055 |
Note: These rates apply only to messages sent outside the 24-hour free window. Utility messages are free within this window, while authentication and marketing messages are always billed per message.
Source: Meta, Disclaimer: Prices accurate as of July 2025. Subject to change by Meta.
Updated Pricing for Marketing Messages from July 1, 2025
Marketing messages are now billed per message, and they remain the highest-priced category under the new WhatsApp Business API model.
Examples include:
- Promotional campaigns or time-sensitive offers
- Product announcements or launches
- Event invites or re-engagement messages
- Cart recovery reminders or newsletters
Unlike utility or authentication messages, marketing templates are always charged, even within the 24-hour customer service window.
Explore how the WhatsApp Business Calling API integrates with marketing workflows to improve call-to-chat conversions.
Here are the marketing messaging rates for the five most popular countries using WhatsApp Business:
| Country | Marketing Message Rate (USD) |
|---|---|
| Brazil | $0.0625 |
| India | $0.0107 |
| Indonesia | $0.0411 |
| Mexico | $0.0436 |
| Germany | $0.1365 |
Source: Meta, Disclaimer: Prices accurate as of July 2025. Subject to change by Meta.
Introduction of Volume-Based Pricing Tiers Starting July 1, 2025
WhatsApp now offers volume-based discounts for Utility and Authentication messages. The more messages you send each calendar month, the lower your per-message rate. It is automatically applied based on defined volume tiers.
Note: These discounts apply only to business-initiated Utility and Authentication messages. Marketing messages are not eligible for volume-based pricing.
Example of Volume-Based Pricing Tiers for Utility Messages in Brazil
| Monthly Volume Tier | Price per Message (USD) |
|---|---|
| 0 – 500,000 messages | $0.0068 |
| 500,001 – 3,000,000 | $0.0065 |
| 3,000,001 – 5,250,000 | $0.0061 |
| 5,250,001 – 10,000,000 | $0.0058 |
| Over 10,000,000 | $0.0054 |
Source: Meta, Disclaimer: Prices accurate as of July 2025. Subject to change by Meta.
Example:
A business sends 1.5 million Utility category messages to customers in Brazil during July 2025. According to WhatsApp’s volume-based pricing, charges are applied progressively across tiers:
Tier 1: First 100,000 messages
- 100,000 × $0.0105 = $1,050
Tier 2: Next 900,000 messages (i.e., messages 100,001 to 1,000,000)
- 900,000 × $0.0095 = $8,550
Tier 3: Remaining 500,000 messages (i.e., messages 1,000,001 to 1,500,000)
- 500,000 × $0.0085 = $4,250
Total Cost= 1,050+8,550+4,250= 13,850 USD
Example of Volume-Based Pricing Tiers for Authentication Messages in Brazil
| Monthly Volume Tier | Price per Message (USD) |
|---|---|
| 0 – 250,000 messages | $0.0105 |
| 250,001 – 2,000,000 | $0.0100 |
| 2,000,001 – 17,000,000 | $0.0095 |
| 17,000,001 – 35,000,000 | $0.0090 |
| Over 35,000,000 | $0.0086 |
Source: Meta, Disclaimer: Prices accurate as of July 2025. Subject to change by Meta.
Example:
A business sends 1.5 million authentication messages to customers in Brazil during July 2025. According to WhatsApp’s volume-based pricing, charges are applied progressively across tiers for WhatsApp user messages:
Tier 1: First 100,000 messages
- 100,000 × $0.0118 = $1,180
Tier 2: Next 900,000 messages (i.e., messages 100,001 to 1,000,000)
- 900,000 × $0.0108 = $9,720
Tier 3: Remaining 500,000 messages (i.e., messages 1,000,001 to 1,500,000)
- 500,000 × $0.0098 = $4,900
Total= 1,180+9,720+4,900= 15,800 USD
Message Template Category Updates from July 1, 2025
WhatsApp now enforces four template categories for its Business API messaging:
- Utility: Non-promotional updates specific to user actions
- Authentication: One-time passcodes and verification messages authentication template messages.
- Marketing: Promotional content such as discounts, events, launches, and cart reminders.
- Service: Free-form responses within the 24-hour customer service window.
Templates must be accurately categorized to ensure correct billing and avoid reclassification. Misclassification can lead to unexpected charges or compliance issues.
Read more about category-specific pricing for your WhatsApp Business API account.
Aligning Per-User Marketing Limits with Upcoming Per-Message Pricing Adjustments
As part of the July 2025 update, WhatsApp is introducing per-user marketing message limits to improve user experience and prevent spam. Businesses will be allowed to send only a certain number of marketing messages to each user within a defined time frame.
These limits are dynamically adjusted based on:
- How users interact with messages
- Feedback, such as blocking or reporting the business
- Opt-out behavior
Maximizing Cost Efficiency by Utilizing the Free Window
To reduce costs:
- Encourage customers to message you first
- Respond quickly to reopen windows
- Automate follow-up sequences during the free window
This is especially useful when paired with the WhatsApp Business API for customer support, which can automate your service flows.
Avoid sending templated messages outside this window unless necessary, especially if they fall into the marketing category.
What is the 24-Hour Free Template Window?
The 24-hour open customer service window starts when a user sends your business a message. During this window, you can send unlimited Utility messages without incurring charges.
- Opens when the customer sends a message
- Lasts exactly 24 hours from that moment
- Resets with each new message from the customer
- Applies to Utility messages only; Authentication and Marketing templates are still billed.
How to Leverage Free Entry Point Conversations for Cost Savings?
Free entry point conversations are triggered when a customer initiates a chat by clicking on:
- A Click-to-WhatsApp ad
- A Click-to-Chat button on your website
- A WhatsApp CTA on your Facebook Page
Once triggered, you can send only messages to that user for up to 72 hours free of charge, regardless of the message category. It includes utility, authentication, and even marketing templates.
To lower your messaging costs:
- Link paid campaigns directly to WhatsApp.
- Add WhatsApp buttons to your landing pages, emails, and social profiles.
- Automate onboarding, order tracking, or promotional flows during the free window
What Are Free Entry Point Conversations?
Free entry points are customer-initiated conversations that start when a user clicks on a Click-to-WhatsApp ad or a Click-to-Chat button, such as from a Facebook Page or website. These conversations are free of charge for up to 72 hours. During this time, businesses can send multiple templates or session messages without incurring any cost.
Utilizing Free Entry Points for Business Expansion
Beyond cost savings, free entry point conversations can help scale acquisition and engagement effectively. Use this window to:
- Convert ad traffic into WhatsApp conversations
- Offer instant support, onboarding instructions, or promotional offers
- Build trust and deliver value before the free period ends
Integrate WhatsApp Business API in Malaysia or other regional flows to scale campaigns.
Drive Business Growth with WhatsApp Business API
Engage, convert, and retain customers more effectively with ControlHippo’s WhatsApp Business API.
4 Effective Tips for Reducing WhatsApp Business API Costs
Listed below are some effective tips that will help you reduce WhatsApp Business API costs:
Optimize Your Message Templates
Group content under a single category to avoid being charged multiple template fees within a session. Meta now bills per message, so misclassification or mixed-category messages increase costs.
Keep templates concise, personalized, and compliant with WhatsApp’s message guidelines (e.g., character limits, button count) to reduce required follow-ups and enhance engagement.
Leverage the 24-Hour Free Service Window
Encourage users to send the first message. Once the 24-hour customer service window opens, all utility messages and free-form responses are free of charge.
Design workflows like automated confirmation messages or help prompts that trigger this window naturally, so your business can respond cost-effectively.
Track and Adjust Your Message Volume
Monitor your monthly usage. WhatsApp’s pricing now includes volume-based tiers for utility and authentication messages, sending more leads to tiered discounts.
Avoid sending duplicate or overlapping messages (e.g., the same update via email and WhatsApp) to prevent unnecessary volume and higher tiers.
Target the Right Audience for Marketing Messages
Use segmentation to send marketing templates only to engaged or high-intent users. Marketing messages remain the most expensive, and frequent send-outs can breach new per-user messaging caps.
Apply send limits and pacing to avoid being throttled or hitting engagement-based frequency caps. WhatsApp is introducing per-user limits alongside new pricing.
ControlHippo WhatsApp API Pricing
ControlHippo makes it easy to scale customer communication with WhatsApp. The Free Starter Plan includes 1,000 active contacts, one WhatsApp channel, unlimited users, and built-in campaigns.
For larger teams, advanced features include:
- Unlimited WhatsApp numbers
- CRM integrations (HubSpot, Zoho, Shopify, and more)
- A shared omnichannel inbox for WhatsApp, Instagram, and web chat
- AI tools for message routing, replies, and workflow
| Plan | Pricing | Contacts | Channel | Key Features |
|---|---|---|---|---|
| Starter | Free | 1,000 contacts | 1 | Campaigns, Web Chat, Shared Inbox |
| Pro | Contact Us | Unlimited | Unlimited | Sales Automation, Advanced Reporting, Phone Support |
Conclusion
The WhatsApp Business API pricing changes coming into effect on July 1, 2025, are significant. With a shift to per-message billing, volume-based discounts, and new template categorization, businesses need to re-evaluate how they use WhatsApp for customer communication.
By understanding the new model and optimizing around free service windows, attractive pricing and entry points, your business can minimize costs while maximizing engagement through effective use of your WhatsApp account. ControlHippo helps you get there fast with flexibility and full integration into your workflows.
Updated : July 30, 2025
Priya Naha is a skilled technical content writer with a specialization in business communication and omnichannel communication platforms. Her expertise lies in translating complex concepts into clear, engaging content that resonates with diverse audiences. Focused on business communication solutions, Priya excels in delivering informative and practical insights through her writing.