WhatsApp Pricing Updates Effective July 1, 2025: How to Adapt and Thrive

This article explores the pricing updates, their implications, and how charles, as an official Meta Partner, can help you navigate these changes while optimizing costs and driving revenue. 

The End of the 24-Hour Messaging Window: What It Means for Brands

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.

This system allowed businesses to manage customer conversations efficiently without worrying about escalating costs. It was particularly beneficial for brands running high-volume campaigns or requiring multiple touchpoints to close a sale.

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.

For example:

• If a customer doesn’t respond to your initial message, any follow-up will incur additional costs.
• Even within the same 24-hour period, each template message will be charged separately.

Why This Change Matters

For brands relying on WhatsApp for customer engagement, this change could mean:

• Higher costs: Frequent follow-ups or poorly optimized campaigns will quickly add up.
• More complexity: Businesses must now carefully plan their messaging strategies to avoid unnecessary expenses.

However, this shift also presents an opportunity to rethink how WhatsApp is used. With the right approach, businesses can turn these changes into a competitive advantage.

Free Entry Point Conversations: A Cost-Saving Opportunity

While the end of the 24-hour window introduces new challenges, WhatsApp’s free entry point conversations offer a valuable opportunity for cost savings.

How Free Entry Point Conversations Work

When a WhatsApp user messages your brand via a free entry point surface (e.g., a click-to-chat ad or a WhatsApp button on your website):

• 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.

After the initial 24 hours:

• You can only send template messages for free, unless the customer messages you again.

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.

How charles Helps You Adapt to WhatsApp’s New Pricing Model

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:

Strategic Use of Free Service Templates

One of the most effective ways to manage costs is by leveraging free service templates. These templates:

• Can trigger a new free 24-hour window when used strategically.
• Are ideal for sending updates, confirmations, or other service-related messages that encourage customer responses.

For example:

• A shipping confirmation template with a CTA like “Track your order here” can prompt a customer to reply, reopening the free window for further engagement.

Optimized Conversation Flows

With the end of the 24-hour window, it’s more important than ever to design smart conversation flows. charles helps businesses:

• Use AI-powered agents to guide customers efficiently through their journey.
• Craft personalized messages that maximize engagement and minimize the need for follow-ups.
• Automate responses to common queries, reducing the need for additional template messages.

Cost-Effective Conversations, Not Just Push Messages

Most WhatsApp tools focus solely on push messaging, but charles goes further. We empower brands to create two-way conversations that drive engagement and revenue without unnecessary costs. By combining automation, personalization, and strategic messaging, our clients achieve better results while spending less.

Preparing for July 1, 2025: 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.

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.