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WhatsApp Business Pricing: An overview
WhatsApp Business charges businesses on a per-message basis, with rates varying by market, currency, and message category. The updated pricing for Germany (in Euros) is as follows:
| Message Category | Price per Message |
|---|---|
| Authentication | €0.0456 |
| Marketing | €0.1131 |
| Utility | €0.0456 |
| Service | €0.0000 |
Key points to note:
- Charges apply on delivery: Businesses are charged when a message is delivered, not when it is sent.
- Free service messages: Service messages sent in response to user inquiries within a 24-hour window are free of charge.
- Volume discounts: Businesses can unlock more attractive pricing as they scale their messaging volume.
Leverage free entry points to save costs
WhatsApp Pricing Updates Effective July 1, 2025
The end of the 24-hour messaging window: What it means for brands
Starting July 1, 2025, WhatsApp Business introduced a significant change to its pricing model by ending the traditional 24-hour messaging window for free responses. While service messages within this window remain free, any engagement beyond it now incurs charges based on the message category (e.g., marketing, utility, or authentication).
💡 Leveraging tools like AI-powered chatbots ensures timely responses within the free window, helping brands maintain high customer satisfaction and avoid unnecessary costs.
What was the 24-hour window?
Under the old pricing model, when a brand sent an outbound message, it opened a 24-hour window during which:
- Brands could chat freely with customers.
- Follow-ups were unlimited and came at no additional cost.
The new model: Per-Template Billing
Starting July 1, 2025, the 24-hour window will no longer apply. Instead:
- Every template message sent will be billed individually, regardless of when it’s sent.
- Conversations will now be categorized into marketing, utility, and authentication messages, each with its own pricing.
At charles, we’ve been preparing our clients for these changes well in advance. Here’s how we help businesses not only adapt but thrive under the new pricing model.
Learn more in our Help Center article on Meta’s new WhatsApp pricing
The four message categories explained
WhatsApp Business categorizes messages into four types: Marketing, Utility, Authentication, and Service. Each category serves a unique purpose in the customer journey. Example pricing for Germany (Euros):
1. Marketing Messages
Marketing messages are designed to drive customer engagement and sales. These include promotional offers, abandoned cart reminders, and product recommendations.
Example Use Case:
- Sending a discount code to customers who haven’t completed their purchase.
Pricing: €0.1131 per message
2. Utility Messages
Utility messages provide customers with important updates related to their transactions. These are non-promotional and often triggered by user actions, such as order confirmations or delivery updates.
Example Use Case:
- Notifying a customer that their package is out for delivery.
Pricing: €0.0456 per message
3. Authentication Messages
Authentication messages are used for identity verification, such as sending one-time passwords (OTPs) for secure logins or transactions.
Example Use Case:
- Sending a verification code for a customer to log in to their account.
Pricing: €0.0456 per message
4. Service Messages
Service messages are used to respond to customer inquiries. These messages open a 24-hour customer service window, during which businesses can send messages at no charge.
Example Use Case:
- Answering a customer’s question about their order status.
Pricing: €0.0000 (free within the 24-hour window)
Free entry point conversations: A cost-saving opportunity
WhatsApp’s free entry point conversations offer a valuable opportunity for cost savings.
This feature is especially valuable with the introduction of per-message pricing, as it allows businesses to engage with customers without incurring additional costs.
How free entry point conversations work
- You can respond with any type of message for free for the first 24 hours.
- If you respond within this period, a 72-hour free entry point window will be opened.
- During this 72-hour window, you can continue messaging the user with any type of message at no charge.
Why this matters for brands
Free entry point conversations allow businesses to:
- Engage customers without incurring additional costs for up to 72 hours.
- Build meaningful, multi-touchpoint conversations without worrying about per-message charges.
- Use AI-powered agents, like charles’ AI Agent Squad, to automate instant responses and maximize the value of these free windows.
For example:
- A customer clicks on a WhatsApp ad and sends a message. Your charles AI agent instantly responds with a personalized greeting and guides the customer through their inquiry. This opens the 72-hour free window, during which you can continue engaging the customer without any additional costs.
With tools like charles, brands can easily leverage this benefit by using WhatsApp AI agents to provide instant, on-brand responses. This ensures that no opportunity is missed, even during high volumes of inquiries, while maintaining a consistent brand voice.
Message rates
WhatsApp Business pricing varies by market, currency, and message category. Here are some examples of message rates for the UK and the Netherlands:
| Market | Currency | Message Category | Price per Message |
|---|---|---|---|
| United Kingdom | GBP | Marketing | £0.0382 |
| Netherlands | EUR | Utility | €0.0414 |
To find the specific rates for your country, visit the WhatsApp Business Pricing Page.
Service messages are free and can result in an 72-hour free entry point window
Strategies to optimize WhatsApp Business costs
To make the most of WhatsApp Business while keeping costs under control, consider the following strategies:
1. Leverage free service messages
Encourage customers to initiate conversations through WhatsApp. This opens a 24-hour window during which you can send service messages for free. Use this opportunity to resolve queries and provide additional value.
2. Use utility messages strategically
Utility messages are cost-effective and essential for building trust. Ensure these messages are timely and relevant to enhance the customer experience.
3. Optimize marketing campaigns
Since marketing messages are the most expensive, focus on high-impact campaigns. Use segmentation and personalization to target the right audience with the right message.
4. Take advantage of volume discounts
As your messaging volume grows, you can unlock lower rates. Plan your campaigns to scale effectively and benefit from these discounts.
5. Combine WhatsApp with other channels
While WhatsApp is a powerful tool, it’s best used as part of a multi-channel strategy. Combine it with email, SMS, and social media to maximize reach and engagement.
New pricing updates: Action steps for businesses
Audit your current WhatsApp strategy
Evaluate your current messaging practices to identify:
- Areas where costs may increase under the new model.
- Opportunities to optimize conversation flows and message categorization.
Partner with charles for a seamless transition
As an official Meta Partner, charles provides:
- Proven playbooks to manage costs effectively.
- Expertise to design smart, cost-efficient messaging strategies.
- Support to ensure compliance with WhatsApp’s updated policies.
Why WhatsApp Business is worth the investment
Meta’s monetization of WhatsApp Business through per-message fees might seem like an additional cost for brands, but it comes with unparalleled benefits. WhatsApp offers businesses a channel with exceptionally high engagement rates, strong customer retention, and the potential for incremental revenue growth. Compared to traditional performance marketing channels, WhatsApp Business enables deeper, more personalized customer interactions that drive both short-term conversions and long-term loyalty.
By leveraging WhatsApp’s unique features and strategic pricing structure, brands can unlock a high return on investment while building meaningful connections with their audience.
WhatsApp Business offers a unique opportunity to connect with customers on a platform they use daily. By understanding the pricing structure and leveraging the four message categories effectively, e-commerce brands can:
- Enhance customer engagement
- Drive conversions
- Build long-term loyalty
As e-commerce brands continue to explore innovative ways to engage customers, WhatsApp Business has emerged as a powerful tool for personalized communication. With its updated pricing structure effective July 1, 2025, understanding WhatsApp Business pricing is crucial for CMOs, CRM leads, performance marketers, and email marketers.
Final thoughts
WhatsApp Business pricing is designed to be transparent and flexible, catering to businesses of all sizes. By understanding the costs associated with each message category and implementing cost-saving strategies, e-commerce brands can unlock the full potential of WhatsApp as a customer engagement tool.
For more insights on WhatsApp Business and how to optimize your messaging strategy, send us a message and we’ll get back to you.
Conclusion
The end of the 24-hour messaging window and the introduction of per-message pricing mark a significant shift in WhatsApp’s pricing model. While unprepared brands may face higher costs, charles clients are positioned to spend smarter and drive more profitable revenue. By leveraging free entry point conversations, free templates, optimized conversation flows, and AI-powered agents, businesses can turn these changes into an opportunity for growth.
Ready to adapt and thrive under the new model?
Contact charles today to learn how we can help you optimize your WhatsApp strategy.
Quick takeaways
- The 24-hour messaging window is ending; every template message will now be billed individually.
- Free entry point conversations allow for up to 72 hours of free engagement if you respond promptly.
- Strategic use of free templates and optimized conversation flows can reduce costs.
- charles helps businesses adapt with tools, strategies, and AI-powered solutions.
- Partnering with charles ensures a seamless transition to the new pricing model.
Official Meta doc
Read the official Meta doc "Pricing updates on the WhatsApp Business Platform"
