Starting today, July 1, 2025, Meta is transitioning WhatsApp Business messaging from a flat 24‑hour conversation fee to a per‑message billing model. Now, each delivered template message—whether for Marketing, Utility, or Authentication—will incur a separate charge, replacing the previous system where unlimited messages could be sent within a conversation window . The good news? Messages sent within a Customer Service Window (triggered by a user-initiated message and lasting 24 hours) remain free, including both free-text replies and Utility templates . Additionally, interactions initiated via click-to-WhatsApp ads grant a 72-hour free messaging window, applicable even to template messages .

Meta is also introducing volume-based tiered pricing for Utility and Authentication messages: the more you send, the lower your per‑message rate gets—automatically applied each month . Meanwhile, the base rates across many regions are being updated—mostly reduced—to stay competitive . However, strict new rules now define what qualifies as a Utility template: it must be non‑promotional, user‑requested or essential (like order confirmations or password alerts); promotional content is now reserved for Marketing templates and may face rejections or reclassifications .

In short, WhatsApp has shifted to a more granular and transparent pricing model: you pay per message, with opportunities to reduce costs via free messaging windows and volume discounts—but you’ll need to audit template types and carefully plan message flows to optimize spending and maintain compliance.

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