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. 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:
More transparent, message-level billing.
Potential cost shifts based on message volume and type.
Encourages more efficient use of template messages.
Cloud API messages webhook payloads will include new pricing-related values and properties reflecting the per-message pricing model, requiring partners to update any webhook handling logic accordingly.
This also applies to Marketing Messages Lite API.
On-Premises API messages status and pricing notification changes will mirror the Cloud API version 24.0 webhook changes
No changes required to how partners interact with our existing balance APIs.*
*Important: 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.
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.
Last updated
Was this helpful?