New Per-Message Pricing — Effective July 1, 2025

WhatsApp Business Platform Pricing Update – Effective July 1, 2025

Meta is rolling out an important update to its WhatsApp Business Platform pricing, effective July 1, 2025. This change affects how businesses will be charged for sending messages via WhatsApp.

This guide explains what’s changing, what stays the same, and how it impacts your business using Gallabox.

🔄 What’s Changing?

Per-Message Pricing Model

WhatsApp is moving from a per-conversation model to a per-message model.

You will now be charged for every message delivered, based on:

  • Message Category: Marketing, Utility, or Authentication

  • Recipient’s Country Code: Pricing may differ by region

If you send multiple message types in a single interaction, each message will be billed separately.

Example:

  • 10:00 AM – Marketing template → Charged 💰

  • 11:00 AM – Utility template → Charged 💰

  • 12:00 PM – Marketing template → Charged 💰


✅ What’s Free?

24-Hour Customer Service Window

When a customer sends a message to your business, it opens a 24-hour customer service window. During this window, you can respond at no charge using:

  • Free-form messages (text replies, canned responses, bot replies)

  • Utility template messages (now made free within this window)

💡 The 24-hour window resets with each new user message.

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.


💡 Summary of What You’ll Pay For

Message Type
Within 24-Hour Window
Outside 24-Hour Window

Free-form (text, canned, bot)

✅ Free

Can't send a free-form message outside customer service window

Utility template

✅ Free

💰 Charged

Marketing template

💰 Charged

💰 Charged

Authentication template

💰 Charged

💰 Charged

Messages in 72-hour ad window

✅ Free

N/A


💬 FAQs

1. Will I be charged for messages that are not delivered?

No. Meta only charges for messages that are successfully delivered.

2. Where can I see the pricing for each country and message category?

market
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

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