WhatsApp API pricing changes: what you need to know before July
The WhatsApp pricing changes already have a confirmed date. If you use the WhatsApp API as your main support or sales channel, now is the time to pay attention. Starting July 1, 2025, Meta will update its billing model. The biggest shift is that charges will no longer apply only to open conversations, but also to each message template sent. That changes a lot.
From now on, every marketing, utility, or authentication template you send will be billed. This means you’ll need a more intentional strategy, especially if you run high-volume campaigns or automated flows.
On the other hand, there are also opportunities. Some fees are now more affordable, and you can reduce costs if you adapt well to the new model.
What’s changing in WhatsApp API pricing?
Starting July 1, 2025, Meta will implement three major changes:
1. Billing will now be based on templates
This is the key change: Meta will now charge per template sent, not just for opening a conversation. It’s a new pricing model that requires more planning:
• Each template sent (even within an open conversation) will incur a charge.
• This applies to marketing, authentication, and utility messages.
If you run automated campaigns, you’ll need to carefully monitor how this could increase your costs. Template usage must now be more thoughtful and segmented.
2. Utility conversations can become a free “infinite loop”
This part of the rule is actually an improvement: if a customer replies to one of your messages, the 24-hour session window is renewed. This allows you to keep the conversation active without paying again for each utility template.
In other words:
• If the customer replies, you can keep sending utility templates without additional charges.
• With each new response, the window resets—enabling longer flows at no extra cost.
But remember: this only applies to messages classified as utility. And that’s where Meta’s new filters come into play.
3. Rules for utility messages will become stricter
The definition of what qualifies as a “utility” message is becoming more limited.
Starting in July:
• Satisfaction survey messages will no longer count as utility — they will be classified as marketing.
• Any message with a persuasive or promotional tone will be classified as marketing.
• Only functional messages (like passwords, order confirmations, login alerts) will remain under the utility category.
This significantly changes how you structure post-sales and support flows. Those automated NPS surveys you used to send will now come with a different cost.
Volume-based tiers still apply
Meta will continue to offer progressive discounts based on the volume of templates sent.
In other words:
• The more you send, the lower your unit cost.
• The tiers vary by country, category (utility, marketing, or authentication), and BMID.
• The counter resets every month.
And what about templates — are they changing too?
Yes. Already-approved messages will be automatically reclassified based on the new utility definition. In addition:
• New templates must follow the updated criteria.
• You’ll receive notifications via email or webhook whenever a reclassification occurs.
What to look out for in your templates
• Avoid phrases like “don’t miss out,” “take advantage,” or “exclusive.”
• If the message has a sales intent, it’s not considered utility.
• Order, login, or billing notifications still count as utility.
It’s a good idea to maintain a spreadsheet with all your templates, categorized by type, approval dates, and current status. This will help you track what’s working and what needs adjusting.
How to prepare for reclassifications
1. Perform monthly audits of your templates.
2. Train your team to review message copy with a focus on neutrality.
3. Use tags to clearly separate marketing and utility messages.
User-initiated messages remain free
Service conversations (when the user sends the first message) are still free of charge. And now you can respond within the 24-hour window using:
• Free-form text
• Utility messages
Free of charge. That doesn’t change. But this is a great time to review your service flows and make sure you’re making the most of this window.
What if you miss this opportunity?
You might end up paying for something that could’ve been handled for free. Well-executed reactive support within the 24-hour window prevents the need to open new paid conversations. Plus, it improves NPS. And conversion.
What’s the real impact on your operation?
This pricing change isn’t just about a few extra cents per message. It shifts the entire logic of your operation. It affects how you write, how you organize your teams, how you distribute volume across accounts, and even how you measure success.
It’s the kind of change that seems subtle, but can trigger a domino effect if you’re not paying attention. And that’s where many people go wrong—not because they ignored the rule, but because they underestimated the impact. So it’s worth rethinking your structure based on these points:
Spend planning.
With the new pricing tiers, it’s important to forecast your volume to avoid surprises on your invoice. The price per message can vary significantly.
Template writing and review.
The “non-promotional intent” requirement will demand extra care in your copy. If your team combines support and sales in the same flows, it’s time to separate those contexts.
More precise automation.
Using the API smartly can place you in the ideal pricing tier. Disorganized flows are more likely to result in wasted spending.
Ongoing monitoring.
Track your sending, approval, and reclassification metrics in real time. Meta’s Pricing Insights will be your best friend in this process.
Relationship quality.
Utility messages are now analyzed based on user sentiment and interaction. The more relevant your communication is, the better your engagement and reputation.
Integration with other channels.
If your operation spans multiple channels beyond WhatsApp, the new model might influence your overall communication mix. It could make sense to shift parts of your flow or rebalance accordingly.
Practical tips to get ready
Meta’s changes may seem technical, but the impact is real — and hits your budget directly. That’s why here are some actions you can take now to adapt without the headache:
Update all your templates and reclassify where needed
Reviewing each template might seem tedious, but it’s the best way to avoid unnecessary charges. Focus on those with promotional language, satisfaction surveys, or ambiguous terms. Check the goal of each message: is it to inform or to sell? Accurate classification starts with clear intent.
Map your automation flows and find where you can reduce volume
Good automation isn’t about sending more — it’s about delivering value with fewer steps. Review flows that use multiple templates in a row; you might be able to merge messages or replace some with utility messages that keep the customer active in the conversation without adding extra costs.
Train your team to write functional and objective messages
You can no longer use generic language or “marketing disguised as operations” in your flows. Every word — even a comma — could cost you money now. Train your copywriters to understand the new rules and craft clear, direct messages that won’t raise red flags during approval.
Test new engagement strategies based on utility messages
Want to keep customers engaged without raising costs? Build sequences based on customer responses. For example, a simple “Is everything okay with your delivery?” can trigger a reply that opens a new 24-hour window — allowing you to continue sending utility messages for free. It works well and keeps your costs down.
Use tools like Pricing Insights to track real-time rates
Pricing varies by country, message type, and sending volume. You can’t afford to operate blindly. Monitor Meta’s Pricing Insights tool and adjust your strategy based on real data. You can avoid spending spikes just by watching the right dashboard.
Let’s solve this together
You don’t have to do it alone. Treble is here to walk with you through this transition.
We offer specialized consulting to help you rethink your use of the WhatsApp API, review flows, create new templates, and build an operation that truly works with the new pricing model.
If your challenge is also reducing costs without losing performance, we can help you:
• Turn reactive conversations into engaging utility flows
• Restructure your sending logic to take advantage of 24h loops
• Test new inbound acquisition formats that are more scalable and cost-effective
• Ensure your operation is fully aligned with Meta’s new rules — no billing surprises
All of this with a technical team that understands the channel and an agile methodology to implement changes fast.
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