WhatsApp API Pricing 2025 : What’s Changing from July

WhatsApp API Pricing Updates: Major Changes Rolling Out from July 2025

Big changes are coming to WhatsApp API pricing starting July 1, 2025. Meta is shifting to a per-message pricing model — meaning you will be charged for each template message sent (not per conversation). But here is the good news:

• Replies using free-form messages and utility templates within the 24-hour window are now free.
• Volume-based discounts are coming for utility and authentication categories.
• Free entry point windows (from CTWA ads or FB Page buttons) still give you 72 hours of no-charge messaging if used right.

Whether you are sending OTPs, shipping updates, or promotional campaigns, knowing how the new pricing works will help you save more and plan better.

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Comparison : WhatsApp, WhatsApp Business, and WhatsApp Business API

The WhatsApp Business API helps businesses communicate with customers in a professional way. Unlike the regular WhatsApp we use, WhatsApp offers two types of accounts for businesses: the WhatsApp Business App and the WhatsApp Business API.

The WhatsApp Business App is free and works well for small businesses. It includes features like quick replies and business profiles but is limited to just one device.

The WhatsApp Business API, however, is made for bigger businesses that need to reach more customers. It can connect to customer service tools and allows multiple people to reply to messages. It has a conversation-based pricing system, where the cost depends on the country. This makes it important for businesses to pick a plan that fits their needs and budget.

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Conversation-Based Pricing for WhatsApp Business API

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There are two types of conversation charges: user-initiated and business-initiated.

1. User-Initiated Conversations
A user-initiated conversation begins when a customer first messages a business, such as by asking a question or responding to an ad. If the business responds within a 24-hour window, it is free of cost, regardless of how many messages are exchanged.

2. Business-Initiated Conversations
A business-initiated conversation occurs when a business first contacts a customer using Template Messages, typically for updates, reminders, or follow-ups, and usually incurs charges as it’s initiated by the business. 

Business-initiated conversations are further broken down into 4 categories:

Marketing Conversations

Initiated for sending promotional messages to your customers, this category includes anything from sales promotions to updates about new product launches.

Marketing conversation charges vary by plan:

• Starter Plan: 88 paise/message
• Basic Plan: 86 paise/message
• Enterprise Plan: 84 paise/message

Authentication Conversations

These are used for user authentication, such as sending one-time passwords (OTPs) to verify user identity.  

Authentication conversation charges vary by plan:

• Starter Plan: 14 paise/message
• Basic Plan: 13 paise/message
• Enterprise Plan: 0.125 paise/message

Utility Conversations

Focused on transactional messages, such as order confirmations, payment updates, and shipping notifications.

Authentication conversation charges vary by plan:

• Starter Plan: 14 paise/message
• Basic Plan: 13 paise/message
• Enterprise Plan: 0.125 paise/message

Service Conversations

Includes customer support and other service-related communications initiated by the user or business to resolve an issue. Service conversations are now completely free of cost.

Schedule a one-on-one meeting with our product expert to learn more

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Meta’s WhatsApp API Pricing Update July 2025

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Meta’s pricing for the WhatsApp Business API is based on the type of conversations you have with your customers and the location of the business. The pricing varies depending on the kind of conversation and whether it takes place within a 24-hour service window.

Meta has recently introduced changes to its messaging pricing structure, lowering the costs for Utility and Authentication messages—such as reminders and verifications—while increasing the costs for Marketing messages. Read more about meta pricing updates.

This strategic move is designed to promote more targeted and thoughtful marketing efforts. By raising the price of Marketing messages, Meta encourages businesses to deliver more relevant and high-value communications, ultimately driving better returns on investment (ROI).

The aim is clear: reduce the flood of mass, untargeted messages that can harm user experience and focus on improving engagement through high-quality content. In line with Meta’s initiatives like template pacing and frequency capping, this pricing shift supports a more interactive and tailored approach to business messaging.

How WhatsApp API Pricing Works?

• Only pay for what’s delivered — You are charged per delivered message.
• Rates depend on the country code and message type.
• Free replies within the customer service window — respond without cost for up to 24 hours after a user messages you.
• Template messages are chargeable (Marketing, Utility, Authentication).

What's Completely Free?

1. Free Replies in Customer Service Window

If a user sends you a message, you get 24 hours to reply with:

• Free-form messages
• Utility template messages

No charges apply during this period. The window resets every time the user sends a new message.

2. 72-Hour Free Messaging via Ads or Page Buttons

When a user messages you from a Click-to-WhatsApp ad or a Facebook Page CTA:

• You unlock a 3-day free messaging window.
• Send any template or free-form messages during this period — at no cost.

Tiered Pricing for High-Volume Messaging?

Meta now offers volume-based discounts to businesses scaling on WhatsApp. Applicable only for Utility and Authentication messages.

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The more you send, the cheaper the price gets.

WhatsApp API Pricing by 24-Hour Window

The customer service window is a 24-hour timer that starts with a user message and resets with each new user message. As long as the customer service window is open, businesses can respond to users via free-form messages or utility messages, at no charge. Free-form messages are any message type that is not a template message.

So during that time, you can:

·        Chat freely

·        Use AI replies or human support

·        Send updates or ask questions

WhatsApp API Pricing India

For businesses operating in India, the WhatsApp API offers competitive rates. Our pricing in India is designed to help local businesses connect with their audience through a familiar and trusted platform.

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International WhatsApp API Pricing

International businesses can leverage the WhatsApp Business API to reach global customers at competitive prices. The WhatsApp API pricing for international audiences is given here:

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Specific rates for each country are available upon request, ensuring you get the best pricing for your target market.

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Check Country-Wise WhatsApp API Pricing

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WhatsApp API Pricing Plan Comparison

We offer three distinct WhatsApp API pricing plans to cater to your specific needs:

1. Starter Plan – At ₹899/month, this plan is ideal for small businesses beginning with the WhatsApp API. It provides a shared team inbox with multi-agent login (1 admin and 1 user), inbox features like tags, labels, and notes, quick replies, unlimited live chats, and broadcasting. Additionally, it includes detailed campaign analytics and access via Android and iOS apps.
2. Basic Plan – Priced at ₹2,499/month , the Basic Plan encompasses all features of the Starter Plan, with enhancements such as a team inbox supporting multiple agents (admin, user, manager), rule-based auto-assignment of chats, after-office-hour messaging, API integration support, analytics with live reporting, a message speed of 3,000 messages per minute, a no-code chatbot builder, developer API and plugins for platforms like WooCommerce, Shopify, and Zoho, along with dedicated support via call, chat, and email.
3. Enterprise Plan – For ₹3,499/month, the Enterprise Plan includes all features from the Basic Plan, offering higher messaging speeds, advanced chatbot capabilities, multiple webhook integrations, a dedicated account manager, scalable transactions per second (TPS), workflow message webhooks, and comprehensive integration support, making it suitable for larger enterprises with complex requirements.

WhatsApp Chatbot Pricing

You can make your customer service better with our WhatsApp Chatbot builder, starting at ₹2,499. This easy-to-use tool helps businesses automatically reply to messages, give fast customer support, and cut down on waiting times. With the chatbot, you can improve customer experience and ensure that no query goes unanswered. Know more about WhatsApp chatbot.

Start your 14-day free WhatsApp Business API trial – Sign in now!

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Factors Affecting WhatsApp API Pricing

• Country: The price per conversation depends on the country where your business is located.
• Customer Care Window: When a customer messages your business, you have 24 hours to reply as much as you need without extra charges. This 24-hour period is called the customer care window. If you want to message the customer after this window, you will need to use a template message, which may add extra costs.
• Entry Point of Conversations: You can get free conversations by using click-to-WhatsApp ads or CTA buttons on your Facebook Business Page. When customers message you through these ads or buttons, the messaging window is extended to 72 hours. During this time, you can send free-form messages or template messages for business-initiated conversations without any extra charges.

Features Included in our WhatsApp API Pricing Plan

1. WhatsApp Retargeting Campaigns: Allows you to re-engage past customers by sending targeted messages to encourage further interaction or purchases.
2. Real-Time Campaign Analytics: Provides live tracking and performance metrics for your marketing campaigns, allowing for quick adjustments and insights.
3. Shared Team Inbox: A feature that allows your team to access and manage all customer conversations in one place, improving efficiency.
4. Chatbot Builder: A tool that helps you design and deploy chatbots to automate customer interactions based on specific workflows .
5. API Integration: Seamlessly connects WhatsApp with your existing systems, such as CRM or e-commerce platforms, for better data flow and automation.
6. Multiple Agent Login: This feature allows several agents to log into the WhatsApp Business API simultaneously, enabling your customer support team to handle a high volume of queries more efficiently. Each agent can manage customer interactions seamlessly in real-time.
7. Agent Assigning: This feature enables the automatic or manual assignment of customer conversations to specific agents based on predefined rules. It ensures that each query is directed to the right agent, improving response times and enhancing customer satisfaction.

Use Cases

Order Notifications and Updates

Industry: E-commerce, Food Delivery, Logistics
Use Case: Businesses can use WhatsApp to send order confirmations, shipping updates, and delivery tracking details. This keeps customers informed about their orders in real-time, reducing the need for manual checks.

Example: A customer places an order online and receives notifications on WhatsApp about order confirmation, shipment status, and delivery time updates.

Appointment Reminders and Confirmations

Industry: Healthcare, Beauty & Wellness, Education
Use Case: Businesses can send appointment reminders and confirmations through WhatsApp, ensuring that customers don’t miss their scheduled visits.  

Example: A clinic sends a reminder to a patient about their upcoming appointment, allowing them to confirm or reschedule directly on WhatsApp.

Personalised Promotions and Offers

Industry: Retail, Hospitality, Travel
Use Case: Businesses can send personalised offers and promotions to customers based on their past purchases or preferences, making marketing more effective. WhatsApp’s high open rate ensures that these messages are seen by customers.

Example: A hotel sends a discounted room rate offer to a customer who stayed with them last year, along with a direct booking link via WhatsApp.

Product Recommendations and Upselling

Industry: E-commerce, Retail
Use Case: By analysing customer preferences, businesses can use WhatsApp to suggest products or services that match customers’ interests. This boosts sales and provides a more personalised shopping experience.

Example: A clothing retailer suggests matching accessories for a recent purchase, making it easy for the customer to browse and buy.

Ready to Choose Right WhatsApp API Pricing Plan?

Schedule your personalised demo today and experience the power of seamless communication!

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