Get 10% off on New Onboard. Limited time offer! Meta has announced a major update to WhatsApp Business API pricing, shifting from a per-conversation model to a per-message billing system, effective July 1, 2025. This change aims to simplify costs, improve transparency, and help businesses optimize their WhatsApp marketing and customer support strategies.
At Chati, we’re committed to keeping you informed and ensuring a smooth transition. Below, we break down everything you need to know about the new pricing structure and how it impacts your business communication.
🚀 Key Changes in WhatsApp Business API Pricing (2025 Update) #
1. From Per-Conversation to Per-Message Billing #
- Old Model: Businesses were charged per 24-hour conversation window, regardless of message volume.
- New Model: Charges now apply per delivered template message, categorized as:
- Marketing Messages (Promotional offers, announcements)
- Utility Messages (Order updates, alerts, post-purchase notifications)
- Authentication Messages (OTPs, security alerts)
2. What Remains Free? #
- Service Messages (Non-template, free-form replies).
- Utility Messages sent within an active 24-hour customer service window.
⏳ Understanding the 24-Hour Customer Service Window #
Meta’s new pricing still allows free messaging within a 24-hour window after a customer initiates contact. Here’s how it works:
✅ When a user messages you, a 24-hour service window opens.
✅ Every new reply from the user resets the 24-hour timer.
✅ During this window:
- You can send free-form messages (no template) at no cost.
- Utility templates (e.g., order confirmations, shipping updates) are free.
⚠️ Outside this window:
- Utility & marketing templates will incur standard charges.
📊 Real-World Example: How the New Pricing Works #
Let’s say a customer messages you at 10:00 AM on Monday:
| Time | Action | Billing Impact |
|---|---|---|
| 10:05 AM | You reply with a normal message (non-template) | ✅ Free (within service window) |
| 10:30 AM | Customer replies | ⏳ 24-hour window resets |
| 11:15 AM | You send an order status update (Utility template) | ✅ Free (still in service window) |
| 4:00 PM | You send a promotional offer (Marketing template) | 💰 Charged (₹0.82 in India) |
| 5:00 PM | You send another utility message | ✅ Still free (window active) |
| Next day 11:40 AM | (If customer hasn’t replied) You send a follow-up utility message | 💰 Charged (₹0.125 in India) |
💡 How Chati Helps You Optimize Costs Under the New Pricing #
With the shift to per-message billing, businesses must:
✔️ Maximize free messaging within the 24-hour window.
✔️ Use templates strategically (avoid unnecessary marketing messages).
✔️ Automate responses to keep conversations active.
Chati’s Smart Automation Features:
🔹 Auto-Triggers: Send instant replies to keep conversations in the free window.
🔹 Template Optimization: Reduce costs by prioritizing utility messages.
🔹 Analytics Dashboard: Track message usage & spending in real-time.
📌 WhatsApp API Pricing Breakdown (India & Global Rates) #
| Message Type | Price (India) | Price (Other Countries) |
|---|---|---|
| Marketing Templates | ₹0.82 per msg | Varies by region |
| Utility Templates | ₹0.125 per msg | Varies by region |
| Authentication (OTPs) | ₹0.125 per msg | Varies by region |
📢 Next Steps for Businesses Using WhatsApp API #
1️⃣ Review your current messaging patterns – Are you maximizing the free 24-hour window?
2️⃣ Optimize template usage – Avoid unnecessary marketing messages.
3️⃣ Leverage automation – Use chatbots & quick replies to keep conversations active.
Need help adjusting to the new pricing? [Contact Chati’s support team] for a free consultation.
