WhatsApp Business Platform Pricing Update
Meta is transitioning from conversation-based to per-message pricing for WhatsApp Business, effective July 1, 2025. Learn how this impacts your business with Gallabox & Appzo.
Ragini M16/04/2024 (Updated with July 2025 changes)10 min reading time
The WhatsApp Business Platform empowers businesses to create tailored communication experiences that align with their goals. With the Cloud API hosted by Meta, companies can engage with customers securely and efficiently, enabling both automated and live agent interactions.
Until June 30, 2025, WhatsApp followed a conversation-based pricing model. From July 1, 2025, Meta is introducing a per-message pricing model, which directly impacts how businesses are billed.
WhatsApp Conversation-Based Pricing (Until June 30, 2025)
Previously, WhatsApp charged businesses per conversation. A conversation was defined as a 24-hour messaging window, regardless of how many messages were exchanged.
- Business-initiated conversations → Charged when business sent the first message.
- User-initiated conversations → Charged when a business replied to a user within 24h.
New Per-Message Pricing (Effective July 1, 2025)
From July 1, 2025, WhatsApp is moving to a per-message pricing model. Businesses will now be charged for every delivered message, based on:
- Message Category: Marketing, Utility, or Authentication
- Recipient’s Country Code: Rates differ by region
Example:
- 10:00 AM – Marketing template → 💰 Charged
- 11:00 AM – Utility template → 💰 Charged
- 12:00 PM – Marketing template → 💰 Charged
Free Entry Point Conversations (No Change)
If a customer messages your business through:
- a Click-to-WhatsApp Ad, or
- a Facebook Page button,
...you get a 72-hour free window to send any message types (including template messages) at no cost.
Conditions:
- You must respond to the user within 24 hours of their first message.
- After that, the 72-hour free entry point window begins.
What’s Free?
WhatsApp still provides free messaging opportunities under certain conditions:
- 24-Hour Customer Service Window: Free-form messages and utility templates are free when replying within 24 hours of a customer message.
- Free Entry Point Conversations: Messages from Click-to-WhatsApp Ads or Facebook Page buttons unlock a 72-hour free window.
Pricing Summary Table
| Message Type | Within 24h Window | Outside 24h Window |
|---|---|---|
| Free-form (text, canned, bot) | ✅ Free | ❌ Not Allowed |
| Utility Template | ✅ Free | 💰 Charged |
| Marketing Template | 💰 Charged | 💰 Charged |
| Authentication Template | 💰 Charged | 💰 Charged |
| Messages in 72h Ad Window | ✅ Free | N/A |
FAQs
1. Will I be charged for messages that are not delivered?
Below is the complete per-message pricing by country and category.
2. Where can I see the pricing for each country and message category?
| Country | Marketing | Utility | Authentication |
|---|---|---|---|
| Argentina | $0.0711 | $0.0332 | $0.0332 |
| Brazil | $0.0719 | $0.0078 | $0.0078 |
| Chile | $0.1022 | $0.0230 | $0.0230 |
| Colombia | $0.0144 | $0.0002 | $0.0002 |
| Egypt | $0.1234 | $0.0060 | $0.0060 |
| France | $0.1647 | $0.0345 | $0.0345 |
| Germany | $0.1570 | $0.0633 | $0.0633 |
| India | $0.0123 | $0.0016 | $0.0016 |
| Indonesia | $0.0473 | $0.0288 | $0.0288 |
| Israel | $0.0406 | $0.0061 | $0.0061 |
| Italy | $0.0795 | $0.0345 | $0.0345 |
| Malaysia | $0.0989 | $0.0161 | $0.0161 |
| Mexico | $0.0501 | $0.0098 | $0.0098 |
| Netherlands | $0.1837 | $0.0575 | $0.0575 |
| Nigeria | $0.0593 | $0.0077 | $0.0077 |
| Pakistan | $0.0544 | $0.0062 | $0.0062 |
| Peru | $0.0808 | $0.0230 | $0.0230 |
| Russia | $0.0922 | $0.0460 | $0.0460 |
| Saudi Arabia | $0.0523 | $0.0132 | $0.0132 |
| South Africa | $0.0436 | $0.0087 | $0.0087 |
| Spain | $0.0707 | $0.0230 | $0.0230 |
| Turkey | $0.0125 | $0.0061 | $0.0061 |
| United Arab Emirates | $0.0442 | $0.0181 | $0.0181 |
| United Kingdom | $0.0608 | $0.0253 | $0.0253 |
| North America | $0.0288 | $0.0046 | $0.0046 |
| Rest of Africa | $0.0259 | $0.0046 | $0.0046 |
| Rest of Asia Pacific | $0.0842 | $0.0130 | $0.0130 |
| Rest of Central & Eastern Europe | $0.0989 | $0.0244 | $0.0244 |
| Rest of Latin America | $0.0851 | $0.0130 | $0.0130 |
| Rest of Middle East | $0.0392 | $0.0105 | $0.0105 |
| Rest of Western Europe | $0.0681 | $0.0197 | $0.0197 |
| Other | $0.0695 | $0.0089 | $0.0089 |
To know more about the pricing, please visit the official Meta developers page.