WhatsApp Pricing Changes (Effective July 1, 2025)

1. Meta Pricing Model Update (July 1, 2025)

Summary of Change:

Meta is transitioning from conversation-based pricing to per-message pricing across all template message categories:

  • Marketing

  • Utility

  • Authentication

This change applies to all WABAs starting July 1, 2025.

Pricing Characteristics:

  • Each template message sent will be individually billed.

  • Utility template messages sent in response to a user's message will become free.

  • Service conversations (user-initiated messages responded to within 24 hours) remain free.

  • Rates vary by message category, destination country, and volume tier.

2. Impact for Partners

Key Implications:


3. New Channel-Level Pricing Analytics Proxy Endpoint

To help partners better understand and track pricing under the new model, on July 1st we are introducing a channel-level pricing analytics proxy endpoint, which you can check here.

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