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 |
Leverage free entry points to save costs
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.
Under the old pricing model, when a brand sent an outbound message, it opened a 24-hour window during which:
Starting July 1, 2025, the 24-hour window will no longer apply. Instead:
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.
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):
Marketing messages are designed to drive customer engagement and sales. These include promotional offers, abandoned cart reminders, and product recommendations.
Example Use Case:
Pricing: €0.1131 per message
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:
Pricing: €0.0456 per message
Authentication messages are used for identity verification, such as sending one-time passwords (OTPs) for secure logins or transactions.
Example Use Case:
Pricing: €0.0456 per message
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:
Pricing: €0.0000 (free within the 24-hour window)
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
Free entry point conversations allow businesses to:
For example:
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.
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
To make the most of WhatsApp Business while keeping costs under control, consider the following strategies:
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.
Utility messages are cost-effective and essential for building trust. Ensure these messages are timely and relevant to enhance the customer experience.
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.
As your messaging volume grows, you can unlock lower rates. Plan your campaigns to scale effectively and benefit from these discounts.
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.
Evaluate your current messaging practices to identify:
As an official Meta Partner, charles provides:
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:
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.
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.
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.
Read the official Meta doc "Pricing updates on the WhatsApp Business Platform"