Meta has announced an upcoming change to the WhatsApp Business Platform pricing model, effective July 1, 2025. This update introduces a shift from the current per-conversation pricing structure to a per-message (template-based) billing model, alongside an important enhancement: utility template messages will be free when sent within the 24-hour customer service window.
WhatsApp Business Pricing: A Glossary of Terms
24-Hour Customer Service Window
The 24-hour customer service window begins when a customer sends a message to a business. During this time, businesses may send:
- Free-form messages
- Utility template messages at no cost (effective July 1, 2025)
- Marketing or authentication templates, which are still charged per message, even within the 24-hour period
The 24-hour countdown resets each time a customer sends a new message.
Once the 24-hour window closes, businesses may no longer send free-form replies. To re-engage the customer, it is mandatory to use a pre-approved WhatsApp message template. This rule ensures timely, permission-based communication and supports a high-quality user experience on the WhatsApp platform.
Template Messages
Utility Template
These messages are typically triggered by user actions, and must be non-promotional and critical to the user. For example: related to the user’s order, account, services or transactions.
Authentication Template
These enable businesses to verify a user’s identity, potentially at various steps of the customer journey. For example, businesses can authenticate users with one-time passcodes.
Marketing Template
These enable businesses to achieve a wide range of goals, from generating awareness to driving sales and retargeting customers. For example, businesses can send promotional offers to customers related to sales events and coupons, or attempt to renew subscriptions.
Free-form Messages
Free-form messages are non-template replies that can be sent within the 24-hour window for free since November 1, 2024, based on Meta’s prior update.
Key Changes Effective July 1, 2025
These changes are intended to improve pricing transparency and align costs more closely with actual message usage.
| Category | Within 24-Hour Window | Outside 24-Hour Window |
| Free-form Text Message | Free | Not allowed |
| Utility Template | Free | Charged per message |
| Marketing Template | Charged per message | Charged per message |
| Authentication Template | Charged per message | Charged per message |
1. Shift to Per-Message Pricing for Business-Initiated Template Messages
Previously, businesses were charged based on a 24-hour conversation window, meaning that multiple template messages of the same category could be sent within a paid session at no additional cost. Starting July 1, 2025, WhatsApp will move to a per-message pricing model, where each business-initiated template message will be billed individually—regardless of category or frequency.
This means:
- A charge will apply each time a Marketing, Authentication, or Utility template is sent outside the 24-hour service window.
- A charge will also apply to Marketing and Authentication templates sent within the 24-hour window.
- Only utility templates and free-form messages remain free within the 24-hour window.
2. Utility Templates Are Free Within the 24-Hour Window
In a favorable change for operational messaging, utility template messages will be free of charge when sent within the 24-hour window initiated by a customer message. This allows businesses to communicate critical service-related updates—such as order confirmations, delivery notifications, or payment alerts—at no cost, as long as they are sent within the session window.
Outside the 24-hour window, utility templates will continue to incur standard charges per message.
What Businesses Should Do
To prepare for the upcoming WhatsApp Business API pricing model:
- Review automation flows and message frequency to reduce unnecessary template usage
- Prioritize utility template delivery within the 24-hour window to avoid costs
- Segment message types clearly to ensure the appropriate use of free-form responses
- Reassess marketing outreach and template content strategy in light of per-message billing
For any questions regarding how these changes may impact your current messaging flows, or to review your usage strategy, please contact your Omnichat Account Manager.
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