WhatsApp has now become a fundamental communication platform for businesses when it comes to reaching customers quickly and efficiently. The capabilities of WhatsApp’s reach and immediacy has allowed businesses to utilise WhatsApp for purposes ranging from customer support, order fulfilment updates, to promotional campaigns and verification services.
However, it’s important to understand that sending a message over WhatsApp Business is not completely free. For companies that are frequently using WhatsApp, it’s important to understand how the pricing structure works. WhatsApp’s pricing structure has changed over time to better align to the way businesses utilised the messaging platform. Recently, they have changed the WhatsApp price structure to provide a more transparent and message specific billing structure. You should know about WhatsApp price to use it better.
Overview of the Current WhatsApp Messaging Model
As of July 1, 2025, WhatsApp Business messages are assigned cost based upon type and template of the message outline. Previously, the pricing structure was based upon a 24-hour conversation window. Once a business started, or replied to a user message, all messages sent were grouped and billed by a conversation.
Currently, the pricing model focuses on the categories of templates. There are three categories of templates: Marketing, Utility, and Authentication. A business must structure their templates and get approval for each template before sending messages to users. Once the template is approved, the business can then send messages to users and charge based on type of message being sent and timing of the message.
It is also important to understand that standard free-form replies (non-template messages) can only be sent if it is within 24 hours of the user’s last message. After 24 hours, a business can only send an approved template message and will be charged accordingly.
Marketing Messages: Reaching Out with Offers
Marketing templates are used for promotional communication. This includes messages about new product launches, discount codes, event invitations, or announcements that are intended to encourage purchases or brand engagement.
Under the previous pricing structure, if a customer had engaged with the business recently, businesses could send multiple marketing messages during that active 24-hour session without additional costs. That is no longer the case. Now, each marketing message sent is individually charged, even if it’s part of an ongoing conversation.
For example, suppose a business sends a promotional offer and follows up with a reminder 12 hours later. In that case, both messages will be billed separately, even though they occur within the same day. This change is particularly important for businesses running multi-step campaigns or sending segmented follow-ups.
Utility Messages: Keeping Customers Informed
Utility templates include messages that help users complete a transaction or stay informed. These can be order confirmations, payment receipts, appointment reminders, shipping updates, or customer support follow-ups.
If these messages are sent within 24 hours of a user’s message, they remain free to send. However, if the business sends them after 24 hours without any input from the user, they are charged as per the new pricing model. Each template is billed individually based on the region to which it is sent.
This structure encourages businesses to respond quickly to customer enquiries and resolve service-related concerns within the free window. For messages that are time-sensitive but not initiated by the user, businesses must now account for the extra cost.
Authentication Messages: Verifying User Identity
Authentication templates are specifically designed for one-time passwords (OTPs), login confirmations, account verifications, and similar tasks that help verify user identity.
These messages have always been billed separately, and the recent pricing update does not change that. Each authentication message is charged per template, regardless of timing or prior interaction.
Because these messages are critical for security and access, they are often time-sensitive and high-priority. Businesses should ensure they budget for authentication traffic accordingly, especially those that operate in finance, e-commerce, or software services.
Free-Form Messages: The 24-Hour Rule
Outside of templates, WhatsApp allows free-form messaging in response to customer messages, but only within a 24-hour window. If a customer messages a business, the business can reply with any content, without requiring a template or incurring additional cost.
Once that 24-hour window closes, however, all communication from the business must use a pre-approved template, and that template will be billed based on its category.
This rule reinforces the importance of timely customer service. Delayed responses not only risk customer dissatisfaction but can also result in additional costs for messages that could have been free.
Regional Pricing Differences
The cost of each template depends on the destination country. WhatsApp maintains a detailed pricing sheet for different regions, with varying rates for marketing, utility, and authentication messages.
For example, in the United States:
- Marketing templates may cost around $0.025 per message
- Utility templates may be closer to $0.004
- Authentication messages may be billed at approximately $0.0135
These rates differ from one country to another. Businesses with international customers need to take this into account when calculating communication budgets. A message sent to a customer in India may cost significantly less than one sent to a customer in Europe or North America.
Platform Subscription Costs
Beyond the cost of individual messages, businesses may also pay a platform subscription fee to access WhatsApp Business API through a provider. This fee typically covers the infrastructure and support necessary to manage and deliver messages.
In most cases, this fee is charged monthly per phone number connected to the WhatsApp Business system. While the exact amount can vary by provider, it is separate from the actual message charges and should be factored into overall communication costs.
Combined Use Cases: What Gets Billed and When
It is common for businesses to use multiple message types in the same interaction. For example, a customer might receive an authentication code to sign in, a utility message with their order receipt, and a marketing message for a discount on their next purchase.
Each of these would be billed separately:
- The authentication message as per its category
- The utility message is free if sent within 24 hours but billed otherwise
- The marketing message always carries a charge, regardless of timing
Understanding these differences helps businesses design workflows that stay cost-efficient without compromising on user experience.
Final Thoughts: Staying Efficient with Messaging
With changes in WhatsApp pricing now centered around template types rather than conversation sessions, businesses need to be more deliberate in how they communicate. Every template sent is now tied to a clear cost, making it essential to optimise message timing and content. Responding quickly to customers can keep some conversations within the free 24-hour window. Planning promotional messages carefully can help maximise the return on each marketing template. And ensuring templates are correctly categorised and approved in advance avoids interruptions in service. In summary, the key to controlling WhatsApp messaging costs lies in understanding the new billing model, anticipating how customers will engage, and using the right type of message at the right time.