Pricing Update
Meta is introducing significant changes to WhatsApp Business Platform pricing to create a more streamlined and value-driven messaging experience. Starting 1st May 2025, businesses will transition from conversation-based pricing to a per-message pricing model for template messages. This means that service conversations and utility templates within the 24-hour customer service window will become completely free.
2025 Meta Pricing
- Meta will charge on a per-message basis instead of per-conversation, to simplify pricing and better align to industry standard-pricing for messaging.
- Utility template messages sent in response to a user's message (thus within an open customer service window) will become free, to provide more flexibility to businesses in how they engage with users.
- Utility and Authentication rates across several markets have been updated as part of continued efforts to ensure prices are on-par with alternative channels.
- Introduced volume tiers for Utility and Authentication to incentivize and reward growth on the platform. Businesses can automatically unlock more attractive pricing as they reach higher volume tiers.
Below are the rates, effective 1st July, 2025
Effective 1st April , 2025, Meta is lowering our authentication-international rates in Egypt, Nigeria, Pakistan and South Africa, as part of continued efforts to ensure prices are on-par with alternate channels.
Below are the updated rates, effective 1st April, 2025
- Cost per conversation in USD on the WhatsAppBusiness Platform.
- This reflects future updates to rates.
- Effective Feb. 1, 2025 - Updated authentication and authentication-international rates will apply in Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa, and United Arab Emirates.
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