WhatsApp Business Pricing Update – Effective July 1, 2025

Meta has introduced a significant change in how WhatsApp Business messaging is billed, starting July 1, 2025. If your business relies on WhatsApp to communicate with customers, this update directly impacts how you plan and send your messages. Here’s everything you need to know in simple terms.

Key Changes at a Glance

• Per-Template Message Pricing
  WhatsApp will now charge per message template sent (instead of charging by session or conversation). Templates are categorized into Marketing, Utility, and Authentication.

• Utility Templates
  Free only if sent within the 24-hour customer service window (after a customer messages you). Sent after that? They are chargeable.

• Marketing Templates
  Now always charged, whether you send them during an active conversation or outside of it.

• Authentication Templates
  Still charged as before, typically used for sending OTPs or login verification codes.

• Free-form (Non-template) Messages
  Still allowed and free, but only within the 24-hour customer window. If 24 hours have passed since the last user message, you must use a template to reach out.

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Real-World Examples to Understand the Change

Scenario 1: Customer Initiates Chat, Business Sends Marketing Message

• 9:00 AM – Customer says: "Hi, I have an issue with my order."
• 9:05 AM – Business replies with a marketing template:
  "Thanks for reaching out! By the way, we're offering 15% off on similar products."

Before July 1: Free (because reply was within the 24-hour window).
After July 1: Charged (marketing templates are now always chargeable).

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Scenario 2: Two Marketing Templates Within Same Session

• 9:00 AM – Customer asks: "Do you have any offers today?"
• 9:15 AM – Business replies: "Get 10% off today on selected items."
• 4:00 PM – Business sends: "Hurry! Offer ends at midnight."

Before July 1: Free (both messages fell under the same open session).
After July 1: Both marketing templates are charged separately.

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Scenario 3: Business Starts Conversation with Marketing

• 10:00 AM – Business sends: "Special offer – 20% off today only!"
• 10:05 AM – Customer replies: "Is this valid on accessories?"
• 10:15 AM – Business replies with another marketing template.

Before July 1: Only the first marketing template was charged.
After July 1: Both templates are charged individually.

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Utility Templates

Scenario 4: Business Sends Utility Template Without Customer Message

• 10:00 AM – Business sends: "Your invoice for Order #3495 is ready."

Before & After July 1: Charged (because the user did not initiate the session).

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Scenario 5: Customer Initiates, Business Sends Utility Reply

• 9:00 AM – Customer asks: "When will my order arrive?"
• 9:05 AM – Business replies: "It will be delivered today by 6 PM."

Before & After July 1: Free (utility reply within the active customer window).

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Scenario 6: Utility Message Sent After 24 Hours

• Day 1, 9:00 AM – Last customer message.
• Day 2, 11:00 AM – Business sends: "Reminder: Your order will be delivered today."

Before & After July 1: Charged (outside the 24-hour session).

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Mixed Use

Scenario 7: Utility + Marketing in One Session

• 9:00 AM – Customer asks: "When is my delivery scheduled?"
• 9:05 AM – Business sends: "Delivery is scheduled between 10 AM – 1 PM."
• 12:00 PM – Business sends: "Add gift wrap for a limited-time offer."

Before July 1: Free (all messages within open session).
After July 1: Utility message is free; marketing message is charged.

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Authentication Templates

Scenario 8: Sending an OTP

• 9:00 AM – Business sends: "Your OTP is 8943. It is valid for 10 minutes."

Before & After July 1: Charged (authentication messages are always billable).

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Free-Form Message Examples (Non-Template)

These are simple text replies (not pre-approved templates) and are only allowed within 24 hours of a user message:

Example A:

Customer: "Hi, I have a query."
Business: "Sure, please share your query."
→ This is a free-form reply sent within the session. It is free.

Example B:

Customer: "I need help with my order."
Business (within 5 minutes): "Happy to help! Can you provide your order number?"
→ Also a free-form message within the 24-hour window. Free.

If 24 hours had passed and the business tried to reply with the same message, it would not be allowed unless sent as a pre-approved template, which would then be charged.

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Summary Table: Before vs After July 1, 2025

Use Case	Before July 1, 2025	After July 1, 2025
Marketing message inside 24-hour window	Free if sent during an active session	Charged per marketing template message, even within an open session
Sending multiple marketing templates in one session	Free	Charged per template message
Utility template inside 24-hour window	Free	Still free
Utility template outside 24-hour window	Charged per conversation	Charged per template message
Marketing template outside 24-hour window	Charged per conversation	Charged per template message
Replying with a marketing template during an open session	Free	Charged per template message
Authentication templates (OTP, login, etc.)	Charged per message	No change – still per message
Customer replies in session (text, no template)	Free	Still free

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What This Means for Your Business

• Plan proactively: Review how often you send marketing templates. You’ll now be billed for each instance.
• Reply promptly: Send utility replies within the 24-hour window to avoid charges.
• Avoid misuse: Don’t sneak promotions into utility templates; Meta may reject or reclassify them.
• Template approval: Make sure your templates are categorized correctly to avoid delivery failures.

How MSG91 Can Help

Unsure how this impacts your business? Let us simplify it for you.
Book a Free Demo or reach out to us at [email protected].
We'll help you navigate these changes, optimize your messaging strategy, and reduce avoidable costs while staying compliant.