WhatsApp Pricing Updates - 1st July 2025

Meta has introduced new updates wrt 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) be:

• Zero if sent within customer service window

• No change if sent out side of customer service window

What is a customer service window?

Whenever a WhatsApp user messages you or replies to a message of yours, a 24-hour timer called a customer service window starts (or refreshes if one has already been started).

When a customer service window is open between you and a user, you can send any type of message (free-form aka service OR template) to the user. If a window is not open between you and the user, you can only send template messages to the user, as template messages are the only type that can be sent outside of a customer service window.

As a reminder, you can only send messages to users who have opted-in to receiving messages from you.

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

From 1st July 2025, 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

Meta sources

- Pricing Updates Page