Starting July 1: WhatsApp Business rolls out major pricing changes

In a significant move for businesses worldwide, WhatsApp Business has announced a revamped pricing model for its WhatsApp Business Platform, set to take effect on July 1, 2025. The update introduces per-message billing, revised rates, and volume-based discounts for utility and authentication messages—aligning the platform with industry-standard practices seen on other messaging channels.

Per-message pricing: Shift in billing strategy

WhatsApp will now charge businesses per template message sent, rather than relying on broader session-based models. This means that if a company sends a single marketing and one utility message, they’ll incur separate charges for each message type.

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This update aligns our pricing structure with other leading communication platforms that already operate on a per-message basis.

Free messaging within the customer service window

Businesses can still respond to customer inquiries for free within a designated 24-hour customer service window, which resets every time a user sends a new message. During this period, companies can send both free-form and utility messages at no cost.

“This gives businesses more flexibility and choice when responding to customers, without worrying about added fees,” WhatsApp noted in its update.

New volume tiers offer scalable savings

To support growth, WhatsApp Business will roll out market-specific volume tiers for utility and authentication messages. As businesses scale up, they’ll automatically benefit from reduced pricing in higher tiers.

“The more messages you send, the more you save,” WhatsApp stated. “Volume-based pricing makes the platform more cost-effective for growing businesses.”

These volume tiers are category-specific and market-based. For instance, a business sending utility messages in Brazil would qualify for a separate pricing tier than one sending authentication messages in India.

What this means for businesses

• Predictable billing with per-message pricing
• No cost for responses within the customer service window
• Lower rates at higher volumes, incentivising platform growth
• Alignment with global communication pricing standards

Looking ahead

This pricing update signals WhatsApp’s continued commitment to supporting business communication while ensuring cost-efficiency and scalability. Companies leveraging the WhatsApp Business Platform should review the new pricing structure closely to optimise their messaging strategies before the July 1 rollout.

For a detailed breakdown of the updated rates and volume tiers, visit WhatsApp’s official Business Platform page.