What businesses need to know about WhatsApp messaging costs?

Athira Sethu

Kochi, 2 July 2025

Beginning July 2025, WhatsApp is changing its Business Messaging pricing. If your business uses WhatsApp to communicate with customers, this guide tells you what’s changing, in easy terms, and how to save and communicate better.

What’s Changing?

Previously, WhatsApp provided 1,000 free chats a month. Now, all customer conversations are free, regardless of how many. There’s a but here, your responses need to occur within 24 hours of the customer’s message. This is referred to as the 24-hour customer service window. If you respond during this time frame, all your messages will be free.

If you send messages beyond this time frame or initiate the conversation yourself, you’ll incur costs.

Three Message Types & Their Fees

WhatsApp now categorizes messages into 3 types:

1. Marketing Messages

For promo, discount, or new product launch announcements. These are the most costly messages, so use them sparingly.

2. Utility Messages

For order status updates, booking confirmations, or reminders. These are less expensive than marketing messages.

3. Authentication Messages

For OTPs, login codes, or account verification. These are the most economical because they’re short and needed for security.

How to Use Free Messaging

• Customer initiates the conversation? You have free messaging for 24 hours.
• Customer taps on a WhatsApp Ad or Page Button? You have free messaging for 72 hours, perfect for sending even marketing messages for free.

To save money:

• Respond promptly to maintain the free window.
• Send crucial updates within the window.
• Use ads or page buttons to start lengthy, free chats.

Volume Discounts

The more you send, the more affordable each message gets. WhatsApp now provides automatic discounts for high volume. Each nation has varying pricing levels.

Example: If your company sends more than 3 million messages per month, you might receive a maximum discount of 15% on the final batch of messages.

How Businesses Can Win

• In order to get the best out of this new regime:
• Track your message volume using tools.
• Schedule messages to be delivered within the free window.
• Begin conversations with free entry points such as ads or page buttons.

They add up to significant savings, particularly if you use WhatsApp for support or marketing.

WhatsApp’s 2025 pricing change can be confusing, but with the right approach, your business can save and reach customers more effectively than ever.