What's changing from July 1, 2025
WhatsApp is introducing per-message billing for template messages (Marketing, Utility, Authentication).
Here’s what’s new:
- Per-message billing replaces conversation-based pricing for template messages.
- Utility templates sent within the 24-hour customer service window will now be free.
- Volume-based pricing applies to Utility and Authentication templates (tiered discounts based on monthly volume).
- Meta may reclassify templates where needed — the updated category will determine the correct billing rate.
- Service Conversations remain unchanged — they are still billed per conversation.
Learn more about the pricing changes in Meta’s official documentation.
Service Conversations (Conversation-based, but free)
A Service Conversation starts when your business replies to a customer’s message within the 24-hour customer service window.
All free-form messages sent during this 24-hour window are included at no cost.
There is no limit to how many messages can be exchanged.
If you do not reply to the customer, no conversation is opened.
When 24 hours have passed since the Contact’s last message:
The 24-hour customer service window has closed.
You can no longer send free-form messages because Meta doesn’t allow free-form messages after the 24-hour window closes.
To continue the conversation, you must send a message template, which is billed per message based on its category (Marketing, Utility, Authentication).
Alternatively, you can wait for the Contact to reply.
Once the Contact replies, the customer service window reopens and free-form messaging becomes available again.
Learn more about customer service windows.
Template Messages (Per-Message Billing)
From July 1, 2025, all template messages are charged per message sent — not per conversation.
Each template message you send will incur a separate charge based on its category.
Marketing Templates
Marketing templates are used to promote products or services, send offers, updates, or invitations.
They are charged per message sent.
There is no longer a “Marketing Conversation window.”
Utility Templates
Utility templates are used for transactional updates, such as order confirmations, shipping updates, or recurring billing.
They are free if sent within the 24-hour customer service window (after a customer’s message).
They are charged per message if sent outside the 24-hour window.
Authentication Templates
Authentication templates are used to verify customers, such as sending passcodes for login or account verification.
They are charged per message sent.
Volume-Based Pricing for Utility and Authentication Templates
Meta offers volume-based pricing for Utility and Authentication templates.
Monthly pricing tiers apply — as your monthly message volume increases, tiered discounts are automatically applied.
Our platform will automatically calculate and apply the correct tiered rate based on your usage.
Template Category Reclassification
Meta may reclassify templates based on its latest definitions.
If a template is reclassified, the updated category will determine which per-message rate is applied.
Our platform will automatically update template categories and apply the correct billing.
Free Tier Conversations
As of November 1, 2024, you can open an unlimited number of Service Conversations at no charge. (Previously capped at 1,000 free Service Conversations per month.)
Template messages (Marketing, Utility, Authentication) are not included in the free tier.
Learn more about Free Tier Conversations.
Free Entry Point Conversations
Free Entry Point Conversations start when a customer messages you via:
Click to WhatsApp Ad
Facebook Page Call-to-Action button
How it works:
Businesses must respond within 24 hours to open a 72-hour Free Entry Point conversation.
During this 72-hour window:
All message types are free of charge.
No other conversation categories will be opened.
Multiple templates of different categories can be sent at no cost.
If the 24-hour Customer Service Window closes before the 72-hour window ends, you can still send template messages at no cost, but not free-form messages.
Learn more about Free Entry Point Conversations.
How are messages charged?
Summary of charges:
Service Conversations → per conversation
Marketing Templates → per message sent
Utility Templates → free within 24h, otherwise per message
Authentication Templates → per message sent
Free Entry Point Conversations → free for 72 hours
Key points:
Each template message is charged per message, even if sent in an existing conversation.
The concept of an open “template conversation window” no longer applies.
Pricing depends on:
Template category
Recipient’s country
View Meta’s updated rate cards here.
FAQ and Troubleshooting
Will Service Conversations still be charged per conversation?
Yes. Service Conversations are unchanged — they remain conversation-based. Only message templates are now billed per message.
Are Utility templates always free?
No. Utility templates are free only if sent within the 24-hour customer service window (after a customer’s message). Outside this window, they are charged per message.
If I send multiple templates, how am I charged?
Each template message (Marketing, Utility, or Authentication) is charged per message, regardless of any other template sent.
What happens if a template is reclassified?
If Meta reclassifies a template, our system will update its category, and the correct rate will automatically be applied.
What is volume-based pricing?
Meta offers tiered discounts for Utility and Authentication templates based on monthly message volume. Higher usage → lower per-message cost.
The system applies the correct tier automatically.
Are Free Entry Point Conversations affected?
No. Free Entry Point Conversations remain unchanged — they still provide a 72-hour free window if initiated by customer action (Click to WhatsApp Ad or Facebook CTA).
