Meta has announced updates to the pricing for WhatsApp Business in 2024 and 2025. The new model focuses on conversation categories, with different fees associated with each type. Keep reading to understand the upcoming pricing changes and how they might impact your business.
WhatsApp Business Platform in a Nutshell
WhatsApp is one of the world's most widely used messaging platforms, with around 2 billion active users and 100 million messages exchanged daily. This widespread use makes it an excellent channel for businesses looking to engage with their customers.
The WhatsApp Business Platform is essential in B2C communications, enabling fast and seamless interactions via smartphones, laptops, desktops, tablets, and even smartwatches. With it, businesses can craft personalized, one-on-one conversations that lead to improved customer journeys and conversions.
According to Meta, 67% of marketers report that WhatsApp has led to better conversion rates compared to other channels, and businesses are keen to keep using WhatsApp to drive high-ROI marketing efforts.
Meta’s goal is to provide an exceptional customer journey through WhatsApp, allowing businesses to connect with customers on multiple levels. To reflect the varying use cases and experiences on the platform, Meta has introduced a pricing model that is both conversation-based and template-based. But what does this mean for your business? Let’s take a closer look!
How WhatsApp Business Platform Works
Meta differentiates two types of conversations on WhatsApp Business Platform: user-initiated and business-initiated. Business-initiated conversations always begin with pre-approved message templates.
When a messaging session starts—whether by the user or the business—your business receives a 24-hour conversation window, or Customer Care Window, where you can keep interacting with the customer as long as they respond. This 24-hour window allows you to use templates, customer care agents, or chatbots to engage in the conversation. Once the window closes, the business can restart the conversation by sending new business-initiated messages to customers who have opted in.
This system creates an engaging conversational experience for customers, offering personalized service, support, and promotions.
Understanding WhatsApp Pricing Model
Meta has categorized conversations into four types to better align pricing with business use cases:
Since business-initiated conversations begin with templates, the template you use defines the category of the 24-hour conversation window. Switching categories within a conversation will also trigger a new 24-hour window, which will be priced accordingly.
For instance, if you send a marketing template to promote new products, the conversation will fall under the marketing category. If you later switch to a utility template during the conversation, a new 24-hour utility window will open, and the appropriate fee will apply.
Currently, Meta charges a single fee per conversation for all categories. However, starting in July 2025, Meta will charge per template sent, regardless of the timeframe or conversation duration.
Here’s a breakdown of the conversation categories and associated fees:
Utility
Utility conversations are business-initiated and often relate to transactions, such as providing purchase information, appointment confirmations, notifications, and recurring billing statements.
Utility conversations are currently charged per conversation, but from July 2025, Meta will charge per sent utility template instead. Starting April 2025, utility templates sent within a 24-hour customer service window will be free of Meta fees. Pricing from ValueFirst—whether on subscription, bundles, or pay-as-you-go models—will remain unchanged.
Important Dates:
Authentication
Authentication conversations use templates to verify users, such as during login or account recovery.
Currently, authentication conversations are charged per conversation, but from July 2025, they will be priced per template sent. Additionally, international authentication rates will apply in countries like Egypt, Malaysia, Nigeria, and others if your business is not located there.
Important Dates:
Marketing
Marketing conversations are business-initiated and are used to promote products or services. These can include sending offers or updates to opted-in customers.
Currently, marketing conversations are priced per conversation, but from July 2025, they will shift to a template-based fee.
Important Date:
Service
Service conversations are initiated by customers and typically address inquiries or customer support needs.
Currently, service conversations are charged per user-initiated interaction, but starting November 2024, Meta will remove the extra charge for customer-initiated conversations.
Important Date:
Impact on Your Business
So, how will these changes affect you?
Customer Support Teams: If you manage customer support, you’ll be pleased to know that from November 2024, there will be no extra Meta fee for customer-initiated conversations. You can continue offering support without worrying about additional costs, as long as you reply within the 24-hour window.
Marketing Teams: For marketing, you’ll face slightly higher costs as marketing conversations transition to a per-template pricing model. However, WhatsApp’s high ROI for marketing makes it still a cost-effective channel.
Businesses Using Authentication: If you use WhatsApp for authentication, you’ll see changes starting in 2025. You’ll be charged per authentication template, and international rates will apply in some countries.
Businesses with Diverse Use Cases: If you use WhatsApp across multiple touchpoints in your customer journey, expect small price increases across utility, marketing, and authentication templates after 2025. However, the exact cost increase will depend on your usage and implementation.
If you’d like more information about WhatsApp pricing or need assistance understanding how these changes apply to your specific business case, don’t hesitate to contact us.
