Pricing Updates effective July 1, 2025

Meta has introduced new updates with respect to Pricing, as shown below:

Effective July 1, 2025 — utility templates free within the 24-hour customer service window.

From 1st July 2025, the Meta pricing of any messages for WhatsApp (incl Utility Template messages) will be:

• Zero if sent within customer service window

• No change if sent outside of customer service window

Effective July 1, 2025 — WhatsApp pricing will switch to per message for template messages instead of per conversation.

From 1st July 2025, the pricing model will shift from CBP (conversation-based pricing) to PMP (per-message pricing)

Under the per-message pricing model, the category values in pricing object will not change, but can be interpreted as follows:

• authentication — indicates an authentication template message
• authentication_international – indicates an authentication template message sent to a WhatsApp user in a country or region that has authentication-international rates
• marketing — indicates a marketing template message
• utility — indicates a utility template message
• service — indicates a non-template message
• referral_conversion — indicates the message is part of a free entry point conversation
• marketing_lite - additional category denoting outbound marketing messages sent via MM Lite API instead of Cloud API

Effective July 1, 2025 – New volume tiers and associated discounts in WA Fee Pricing

Meta has started giving discounts to end-clients for higher usage than a set of volume tiers. These tiers calculate usage in terms of outbound delivered message volume - for a set of destination-country and category. 

Please note the below as well:

• These discounts are applicable only for Auth, Auth-international and Utility categories
• These discounts are applicable only where pricing.type = "REGULAR" or billable messages (free_customer_service or free_entry_point types not included)
• The message volume used for a volume-tier-calculation is calculated at a customer level (identified by business-manager-ID) 

For further details & illustrations on how Meta Volume Tiering accrual works, please refer to Volume tiers section on this Meta doc for more explanation and examples.

Reference

- Meta Pricing Updates Page

- Meta Pricing Explainer PDF

- Volume tiers Page

- More explanation on Volume tiers with examples

- Vonage PMP pricing scenarios explainer

Vonage platform fee (effective July 1, 2025)

To align with the Meta pricing model, the Vonage Platform Fee will also change to a per message model. This is defined as per country and category, with rates as low as €0.0001/$0.00015. 

Please note that for existing customers with previous custom pricing, your rates will remain the same. The only change is that the price points will be charged 'Per Message' instead of 'Per Conversation', effective July 1, 2025.

Please refer to the pricing table provided here

Frequently Asked Questions (FAQs)

Q. What has changed on July 1st?
Meta is changing their Commercial model and will be moving to a Per Message Price (PMP) model rather than Conversation Based Pricing (CBP). Meta will also be offering volume-based tiered discounts linked to message type (Utility and Authentication) and region (as defined by Meta).

Q. Why is the Pricing model changing?
Meta wants to align pricing to industry standards. Most businesses find it easier to plan message volumes than conversation volumes. They also want to reward business who grow volume over time.

Q. Is Meta WA Fee tiered-pricing retrospective?
No, this is effective from 1st July 2025 (as per WABA timezone).

Also, tiered pricing is incremental. This means if a customer hits a tier of 100 messages then message 101 will be discounted (e.g. 5%), not messages 0 to 100. The same applies if the business hits the next tier at 200 (e.g. 10%), message 201 will be discounted at the higher rate (e.g. 15%). In this example the following applies:
- Messages 0 - 100 = 0% Discount
- Messages 101 - 200 = 5% Discount
- Messages 201 - 300 = 10% Discount

Q. How are Meta WA Fee tiers calculated?
A tier discount is applied when the total message volume exceeds the given thresholds for the given message type, in the given region. For example a business sending over 100 messages, of Utility type, in Mexico may be eligible for 5% discount, in this scenario:
- No traffic other than Utility is discounted
- No Utility traffic other than in Mexico is discounted
- At the end of the month the tiers reset and message count starts at zero

Q. Is Incremental tiered pricing also applicable to the Vonage Platform fee?
No, the incremental tiered pricing is only applied on the WA Fee portion of the pricing

Q. Are non-template messages being charged?
Non-template messages, aka Service messages, are chargeable on the Vonage Platform fee portion but are not charged for the WA Fee.

Q. Are inbound messages being charged?
No, only outbound delivered WA messages are chargeable

Q. Which scenarios does VG charge for platform fee?
VG charges platform fee per message, and to better understand how it is being charged to refer to this pricing scenario explainer for more details

Legal Disclaimer

As our billing system replicates Meta’s incremental tiered pricing at the WhatsApp Business Account (WABA) level rather than aggregating usage across your entire business, customers with multiple Business Solution Providers may see discrepancies between the pricing shown in WhatsApp Business Manager and the WhatsApp Fee invoiced by Vonage. If this is the case, we may need to issue a supplemental invoice to reflect the accurate charges under the new pricing model.