From conversations to individual messages: Your WhatsApp strategy will no longer be the same.
The world of digital marketing is constantly evolving, and WhatsApp Business is no exception. If you use this powerful tool to connect with your customers in TuMarcaviral.comit is crucial that you are aware of the significant changes in its pricing model that came into effect as from July 1, 2025. Meta is moving from a per-conversation fee to a per-talk model. rate per message sentwhich directly impacts your budget and the way you interact with your audience through WhatsApp Business.
This change goes beyond a simple rate change; it redefines how you should plan your communication, manage your service windows and take advantage of new free opportunities. In this article, we'll break down everything you need to know about adapting your WhatsApp Business and continue to maximize your return on investment. Understanding this new pricing paradigm WhatsApp Business is critical to the sustainability of your operations.
Why is the WhatsApp Business Pricing Model Changing?
To fully understand the impact of these changes, it is important to understand the motivation behind Meta's decision. Originally, the per-conversation model incentivized companies to bundle their communications, but it also presented challenges in monetization and assigning value to individual messages. By adopting a per-message charging model, Meta is seeking a more granular and transparent pricing structure that reflects the true value of each interaction. This is a natural evolution for a platform as massive as Meta. WhatsApp Businesswhich has become a crucial channel for millions of global companies.
This adjustment also aligns WhatsApp with other messaging services that charge per message, seeking industry standardization and more direct monetization of volume. For your online businessThis means a greater need for accuracy and efficiency in every delivery, converting each message into a message that can be sent to and from the customer's premises. WhatsApp Business in a strategic decision.
Goodbye to Charging per Conversation: The New Reality of Per-Message Pricing
Until June 30, 2025, sending multiple messages within a 24-hour conversation window cost the same as sending just one. As of July 1, 2025has changed dramatically. Every message you send, initiated by your business, and successfully delivered through the WhatsAppwill have an individual cost. This cost will vary significantly based on two key factors, which makes each shipment of WhatsApp Business is a calculated transaction:
Message Category: WhatsApp now classify your messages into three main categories, each with its own pricing structure:
Marketing: These are promotional or launch messages. They include offers, new product announcements, discount campaigns or any communication whose main objective is to encourage a purchase or commercial action. They are usually the category with the highest cost per message, which forces companies to be very selective and segmented with their campaigns in the following areas WhatsApp Business. An example would be an exclusive offer for VIP clients.
Utility: These are essential and functional notifications, directly related to previous customer transactions or interactions. This includes order updates, appointment reminders, shipping confirmations, account alerts or security messages. The rate for utility messages is generally lower than marketing, reflecting their intrinsic value to the customer experience. A doctor's appointment reminder or purchase confirmation are clear examples of how this is used. WhatsApp Business here.
Authentication: These are single-use verification codes, such as an OTP (One-Time Password) for login, identity verification or transaction confirmation. They usually have the lowest rate, given their security-critical nature. The implementation of authentication via WhatsApp Business improves safety and convenience for the user.
Recipient Location: The country of the recipient's phone code will determine the specific rate per message sent. Rates vary considerably from one region to another, which means that a massive WhatsApp Business in different countries will require a detailed cost analysis for each market.
Imagine this: Before, sending one marketing message and then two utility messages within 24 hours cost you a single conversation. Now, it will generate three separate charges (one for each message delivered). It is vital to understand this distinction for your budget and for each marketing strategy. WhatsApp Business!
Crucial New Features: Free Windows and Volume Discounts
Fortunately, it's not all extra charges. WhatsApp Business is introducing and expanding new features that can help you optimize your costs if you take advantage of them wisely. These free windows are your best allies in the new model.
Free Utility Messages Within the Customer Service Window
As of November 1, 2024, free-form messages (non-template based direct responses) within the 24-hour customer service window are free of charge. As of July 1, 2025This gratuity is also extended to the utility template messages. This is a crucial upgrade that positively impacts customer care via WhatsApp Business.
What is the customer service window? It is a 24-hour timer that is activated every time a user sends you a message. This timer is reset with each new message the user sends. Within this window, your business can send:
Free-form messages: Direct, real-time responses to customer inquiries, without the need to use pre-approved templates. This allows for a fluid and natural communication, essential for a good user experience in WhatsApp Business.
Utility template messages: Previously, these messages incurred a cost even within the 24-hour window. Now, you can send shipping confirmations, order status updates or appointment reminders without incurring a charge, as long as it is in response to a user-initiated interaction and within 24 hours.
This flexibility allows you to interact in a natural and timely manner without incurring message costs during active customer-initiated conversations. That's great news for your support team at TuMarcaviral.comThe customer service is efficiently enhanced through the use of WhatsApp Business.
Free 72-Hour Window after Click on Facebook Ad or CTA
When a user starts a conversation with your online business playing an advertisement for WhatsApp Business on Facebook or Instagram, or by clicking the "Send Message" button on your Facebook page, a free 72-hour messaging window is activated. This is a feature powerful for the acquisition and nurturing of leads.
How this 72-hour window works:
User Initiates Contact (first 24 hours): After clicking on the ad/CTA, your business can respond with any message (free form or template) for free during the first 24 hours. This is the crucial phase for capturing the lead's attention in WhatsApp Business.
Extended Window (beyond 24 hours): This first reply also opens an extended "free window" of 72 hours from the start of the conversation. During the first 24 hours of this window, you can send any type of message (free or template) for free, as mentioned.
After the first 24 hours and up to 72 hours: During the remaining 48 hours of the 72-hour window, you will only be able to send template messages, but they will still be free. This gives you considerable leeway to send welcome sequences, relevant information or even offers, at no additional cost per message. This is a great strategic advantage for WhatsApp Business.
This is an opportunity invaluable to nurture ad-generated leads at no additional cost per message, as long as the communication sequence is well planned within those 72 hours. Maximizing the use of this window is a smart tactic for any marketing strategy. WhatsApp Business.
Volume Discounts for Utility and Authentication Messages
WhatsApp Business will also offer volume discounts based on usage levels for utility and authentication messages. As your monthly message volume grows, discounts automatically increase, improving your cost efficiency. This is especially beneficial for companies with high transaction volume and essential communication needs.
For exact rates and thresholds, Meta recommends that you consult its official documentation directly from WhatsApp Business Platform Pricingas they vary by region and are updated periodically. It is essential to review these documents regularly to ensure that you are always taking advantage of the best rates for your WhatsApp Business.
Additional Details Crucial to Your WhatsApp Business Strategy
Beyond the free windows and message categories, there are other important aspects you should consider for your management of WhatsApp Business:
Only delivered messages generate charges: It is a relief to know that charges apply only to messages that are successfully delivered to users. Messages that are not delivered (for example, by incorrect numbers or users who have blocked your business) do not incur a charge.
Variable rates by market and category: We insist on this point because it is fundamental. Prices can vary drastically from one country to another and between message categories. Keep yourself informed through the official website of WhatsApp Business for the most up-to-date rates and adjust your international marketing budget accordingly.
Free-form messages vs. templates: a strategic balance:
Free-form messages can only be sent within the customer service window (when the user has initiated the conversation). They are ideal for personalized and dynamic responses.
Outside this window, you can only send template messages previously approved by WhatsApp Business. These templates are necessary to initiate conversations with customers or to send proactive information outside of the 24 or 72 hour window. It is vital to have a well-defined and approved catalog of templates for each use case in WhatsApp Business.
Clarification and recategorization of utility templates: As of July 1, 2025Utility templates have a stricter definition. They must be non-promotional and directly requested by the user, or be essential to the customer experience (e.g. order updates, account alerts, security messages, registration confirmations). It is crucial that you review your existing templates, as Meta may automatically recategorize them as "marketing" if they do not meet this new definition, which could increase your costs unexpectedly. Perform this audit for your WhatsApp Business.
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