Update
WhatsApp Business Platform moved to per-message pricing
Since 1 July 2025, Meta charges WhatsApp Business Platform messages per template message rather than per 24-hour conversation. Replies within the customer service window remain free.
VAULT 33|27 · Updated 12 November 2026 · 1 min read
Effective date: 1 July 2025. Last checked: 12 November 2026.
What changed
On 1 July 2025 Meta replaced conversation-based pricing on the WhatsApp Business Platform with per-message pricing. Businesses now pay for delivered template messages (marketing, utility and authentication) rather than for 24-hour conversations.
Two things stay free: free-form replies while the customer service window is open (24 hours from the customer's last message), and utility templates sent inside that window. Service conversations have been free for all businesses since 1 November 2024.
Who it affects
Businesses using the WhatsApp Business Platform (the API) for reminders, confirmations, follow-ups or AI replies. The free WhatsApp Business app is not affected.
What to do
- Answer customer-started chats quickly and fully inside the 24-hour window, which costs nothing.
- Budget template messages per message, by category and country.
- Keep marketing templates for people who have agreed to receive them.
Rates vary by country and change quarterly, so check Meta's current rate card before planning volumes.
Sources
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