The WhatsApp Business Platform (commonly referred to as the WhatsApp API) provides an advanced solution for medium and large businesses looking to scale their messaging. Unlike the WhatsApp Business App, the API doesn't include its own interface, requiring integration with third-party software to send and receive messages. This setup gives businesses the flexibility to choose the tools that best suit their needs, and access advanced features like automated conversations, AI-powered tools, and the ability to send broadcast messages.
In this article, we’ll cover how the WhatsApp API works, the pricing structure in the UK, and how to get started with the platform. We'll also highlight important updates to the pricing model and help you understand the cost factors to consider when using the WhatsApp API.
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Is WhatsApp Business API free in the UK?
The WhatsApp Business API is not free. Understanding its cost is not that easy, as this involves different variables. The following section will give you an overview of the costs associated with using the WhatsApp API for business messaging.
WhatsApp Business Pricing in 2024: What Costs To Expect
To understand the expenses linked to the WhatsApp API, it’s essential to know how it works. To get started, businesses must first gain access to the API, and the associated costs depend on the type of hosting chosen: WhatsApp On-Premises API or WhatsApp Cloud API.
The On-Premises API is usually hosted on the servers of a Business Solution Provider (BSP). BSPs manage these servers and determine the fees they charge businesses, which can vary based on factors such as access costs, hosting methods and messaging fees.
In contrast, the Cloud API is hosted on Meta’s servers. Businesses can obtain access through BSPs or directly from Meta. Since the API lacks a user interface, companies must integrate it with messaging software to send and receive messages effectively.
In summary, the total costs for using the WhatsApp Business API typically fall into 3 categories:
- Fees charged by the BSP.
- Costs of the messaging software.
- Charges for WhatsApp conversations.
WhatsApp Business API Pricing for UK
Recently, Meta announced updates to the pricing model, which aim to simplify the structure, promote high-quality customer interactions, and better align costs with the value businesses and users derive from the platform.
WhatsApp Business Pricing Changes: October 2024 Announcement
Meta has outlined a phased approach for these changes in October 2024, ensuring businesses can adjust to the new model. Here's what you need to know:
- November 1, 2024: Service conversations are now free of charge.
- February 1, 2025: Authentication rates will expand to include 7 additional markets in APAC and EMEA.
- April 1, 2025: Utility templates sent within the 24-hour customer service window will also become free.
- April 1, 2025 Onward: Template messages will transition to a per-message pricing structure instead of being billed per conversation.
This shift will primarily impact how businesses calculate their messaging costs, particularly for marketing and authentication templates, as well as utility templates sent outside of the service window.
Per-Message Pricing Structure
The new pricing model introduces charges on a per-message basis:
- Marketing templates incur charges per message.
- Authentication templates are billed individually.
- Utility templates sent beyond the service window are charged per message.
For instance, sending one marketing template and 2 utility templates outside the 24-hour service window will result in 3 charges. Utility templates sent during the service window, however, will not add extra costs.
Phased Implementation
The per-message pricing rollout will occur in 2 stages:
- Phase 1 (April 1, 2025): Applies to a select group of businesses.
- Phase 2 (July 1, 2025): Extends the changes to all other businesses.
Businesses were notified of their assigned phase via email on October 10, 2024. Accounts using the On-Premises API or Groups API alpha included in Phase 1 will transition to Phase 2 alongside other remaining accounts.
WhatsApp Conversation-Based Pricing (before April 2025)
User-initiated Conversations Pricing
When a customer initiates a conversation, it opens a 24-hour service window during which businesses can freely respond. This window allows businesses to send any type of message as long as they adhere to WhatsApp’s Business Messaging Policy.
If the 24-hour window expires, businesses must wait for the customer to send another message to reopen it or use pre-approved message templates to continue the conversation.
Since November 1, 2024, service conversations have been free of charge, providing businesses with an economical way to engage with customers during this period.
Business-Initiated Conversations Pricing
Message templates are pre-approved messages that enable businesses to either reopen the 24-hour customer service window or start a new conversation. Beyond this time frame, templates are the only method businesses can use to initiate communication.
For newly created WhatsApp API accounts, businesses are initially limited to 250 business-initiated conversations within a rolling 24-hour period. After verifying their account, this limit increases to 1,000 conversations per day and can eventually expand to unlimited capacity, depending on the account’s messaging performance and compliance.
Calculate WhatsApp API Cost with our Pricing Calculator
If you want to estimate how much you’re going to spend using the respond.io WhatsApp Business Platform (API), look no further. The respond.io WhatsApp Pricing Calculator is the clearest, most reliable way to calculate your costs and plan your budget.
How to Get Started with WhatsApp Business API in the UK
In this section, we’ll give you a brief explanation of the steps to get started with WhatsApp Business API. But first, make sure you have a phone number and a Meta Business Portfolio account. Once done, this is what you have to do.
- Choose a WhatsApp BSP
- Set Up your WhatsApp API Account
- Create Message Templates
Step 1: Choosing a WhatsApp Business Solution Provider (BSP)
These third-party companies facilitate access to the WhatsApp API and are officially approved by WhatsApp. BSPs offer tools and solutions to help businesses send messages, manage customer interactions, and integrate WhatsApp with other essential systems.
Choosing the right BSP involves considering factors like integration options, hosting preferences, pricing transparency, and the features they provide. Opt for a BSP that meets your specific needs and aligns with your business goals to maximize the potential of the WhatsApp API
When choosing a WhatsApp Business Solution Provider (BSP), it's crucial to prioritize one that integrates with the WhatsApp Cloud API. This ensures access to the latest updates and features of the WhatsApp API, while also avoiding high setup, hosting, and maintenance costs.
Plus, look for a BSP that doesn’t add markups on messaging, as this can significantly impact your costs. Respond.io is a strong example of a BSP that meets these criteria, offering transparent pricing and seamless integration with WhatsApp Cloud API.
<call-out> Respond.io is also a badged Meta Business Partner, which means it is recognized by Meta for its expertise in business messaging. <call-out>
Step 2: Set Up Your WhatsApp API Account
Now, it’s time to set up a WhatsApp API account. We’ll show you how easy it is to set it up on respond.io.
- Connect Your Facebook Account and WhatsApp API Account
Start by linking your Facebook account to the WhatsApp API account. - Verify Your Number
You'll need to verify your phone number via a phone call or text message. - Start Messaging
Once verified, you can begin messaging and responding to customers using the WhatsApp API.
If you need more guidance, explore our dedicated blog that explains the application process step-by-step.
Step 3: Template Message Creation
WhatsApp Template Messages enable businesses using the WhatsApp API to reach customers outside the 24-hour service window — a flexible way to engage proactively. These messages can be personalized with placeholders, media headers and interactive buttons to create tailored and engaging customer experiences.
However, templates must comply with WhatsApp’s strict policies, avoiding sensitive topics, threatening content and prohibited services. Proper formatting and alignment with the right category are critical, as errors can lead to rejection during the approval process.
Unsolicited or excessive messaging risks being flagged as spam, which can negatively impact account quality. To succeed, businesses should ensure customers opt in, proofread messages to avoid errors, and limit the frequency of communications to prevent spam complaints.
Platforms like respond.io streamline the process of creating and submitting templates, offering tools to enhance efficiency and compliance. By following these guidelines and leveraging the right tools, businesses can effectively use WhatsApp Template Messages to engage customers, provide value, and maintain high-quality interactions.
Practical Tips to Maximise WhatsApp Business API in the UK
Do you already have a WhatsApp API account? In that case, here’s a few tips you can apply to make the most of it.
1. Leverage Bulk Messaging During Festivals
Capitalize on UK festivals like Christmas, Easter, Bonfire Night and Halloween to connect with customers. Send festive greetings, exclusive offers or event invitations in bulk to boost engagement. Schedule campaigns aligned with these celebrations for more relevance.
2. Personalize Customer Interactions for Success
Utilize placeholders and customer data to create tailored messages addressing recipients by name or referencing past purchases. Plus, offering localized support with UK-specific time zones and phrases can further enhance the customer experience.
3. Analyze and Refine Performance
Track metrics such as delivery rates, read receipts and response times to evaluate your campaigns. Identify patterns in customer behavior, and refine your strategies accordingly. A/B test message templates to discover what resonates best with your UK audience.
Boost Your Business with WhatsApp API in the UK with Respond.io
Ready to discover seamless integrations, automate customer interactions and create personalized experiences on WhatsApp? Don’t miss out on the chance to streamline your communication strategy. Book your demo now!
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Frequently Asked Questions
What’s the difference between user-initiated and business-initiated messages?
A business responding to a user message will start a User-initiated Conversation. There's only one type of User-initiated Conversation introduced by WhatsApp, which is Service Conversation. Business starting a conversation with a pre-approved template message will start a Business-initiated Conversation.
How does the new pricing structure affect small businesses?
With the right adjustments, total costs shouldn't increase for businesses. With the removal of fees for service conversations, brands have an opportunity to engage customers and make sales (using automation where possible) during service conversations.
Can I use WhatsApp Business API for marketing and sales?
You need to integrate your WhatsApp Business API account with a messaging platform like respond.io to use it for marketing and sales. Respond.io is an official WhatsApp BSP, meaning that it has been vetted by Meta for providing secure, reliable, and compliant solutions.
Further Reading
Did you find this reading interesting? If so, these articles might be for you.
- WhatsApp vs WhatsApp Business for Sales and Marketing
- WhatsApp Web: Chat with WhatsApp Contacts on PC
- WhatsApp Business Metrics: How to Track WhatsApp Analytics
