WhatsApp Pricing Changes (Effective July 1, 2025)

This document is currently being updated. However, all information provided so far is accurate. Further updates will add more details or expand on existing sections.

1. 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.

• Reference – Meta Per-Message Pricing.

2. Impact for Partners

Key Implications:

• Partners will need to update webhook handling logic because Cloud API webhook payloads will include new values and properties reflecting the per-message pricing model.

  • This also applies to Marketing Messages Lite API.

  • Reference - Cloud API webhooks v23.0 and lower

• More transparent, message-level billing.

• Potential cost shifts based on message volume and type.

• Encourages more efficient use of template messages.

• On-Premises API messages status and pricing notification changes mirrors the Cloud API version 24.0 webhook changes

  • Reference - Per-message pricing On-Premises API webhooks (v2.61 and higher).

• No changes required to how partners interact with our existing balance APIs.*

Partners can continue using our existing public info/balance endpoints on channel and client level without any changes. These remain fully compatible and will continue to function as-is.

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3. New API Endpoint

To help partners better understand and track pricing under the new model we are introducing pricing analytics API endpoint.