Important Update: New WhatsApp Business API Pricing Effective July 1, 2025

(Ref : https://developers.facebook.com/docs/whatsapp/pricing)

At FCC, we’re committed to keeping you informed about changes that impact your business communications. Starting July 1, 2025, WhatsApp will implement a new pricing structure for its Business API services. These updates are part of WhatsApp’s ongoing efforts to enhance the platform for enterprise-grade messaging.

What’s Changing?

The updated pricing model brings several important changes that will affect how businesses like yours connect with customers on WhatsApp. Whether you’re using the platform for marketing, customer service, or transactional updates, understanding these changes will help you adapt and optimize your communication strategy.

How to Maximize Your ROI

With the new pricing structure, there are also new opportunities. Here’s how your business can make the most of it:

• Utilize Free Messaging Windows: Engage customers within the 24-hour session window to minimize costs.
• Leverage Volume Discounts: Higher message volumes can unlock better pricing tiers.
• Optimize Campaign Strategy: Align messaging types and timing with business goals to reduce unnecessary costs and increase impact.

We’ll be sharing a detailed breakdown of the changes, along with tips and best practices to help you transition smoothly.

1. WhatsApp Switches to Per-Message Pricing

• Message Type: Marketing, Utility, or Authentication
• Recipient’s Country Code: Rates vary based on destination

Only delivered messages are charged, ensuring you pay only for messages that successfully reach your customers.

Please note: The 24-hour free conversation window for business-initiated messages will no longer apply. Every business-initiated message will now incur a cost, regardless of the timing.

Example:

If you send:

1 Marketing message

1 Utility message

You’ll be billed separately for each, just like traditional SMS billing.

For example, if a business sends 1 marketing message and 1 utility message, it incurs a separate charge for each message.

2. Free Messaging Window

Good news! Whenever a customer sends your business a message, a 24-hour customer service window is automatically activated. During this window, you can:

• Send free-form messages (non-template messages)
• Use utility templates
• All at ZERO cost

The customer service window resets with each new incoming message, giving your business greater flexibility to maintain real-time conversations without incurring additional charges.

This update means features like:

• AI-powered chatbots
• Transactional notifications
• Live agent support

are now more cost-effective than ever during active customer interactions.

Free-form messages are any messages that are not sent using a pre-approved template.

3. Scale and Save with Volume-Based Discounts

With the new WhatsApp pricing model, your business can unlock greater savings as your message volume increases. The more messages you send, the less you pay per message(authentication and utility)—making high-scale communication more cost-effective.

Here’s how it works:

• As your monthly messaging volume grows, WhatsApp automatically applies tiered discounts

This is ideal for businesses running large-scale transactional messaging, such as one-time passwords, order updates, and account alerts.

Want to see the full volume-based pricing tiers?
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