WhatsApp Business API Pricing Updates + the Full Breakdown
Are you trying to understand how WhatsApp Business API pricing works and what impacts your WhatsApp conversation costs? You’re in the right place. In this article, we’ll break down the key factors influencing pricing, so you can budget effectively and make informed decisions about your messaging strategy on WhatsApp.
To get started, you can access the WhatsApp Business API by creating a WhatsApp Business Account (WABA) and getting onboarded directly through a Meta Business Partner like Rasayel.
The most significant change in the WhatsApp Business price is that all inbound conversations will be free starting November 1, 2024. This means you can reply to customers on WhatsApp at no cost.
Summary of key changes:
- November 1, 2024: All inbound conversations will be free within the customer service window.
- February 1, 2025: International authentication rates will expand to seven new markets.
- April 1, 2025: Template messages will be priced per message, not conversation.
Impact of new WhatsApp pricing on businesses
With the new WhatsApp pricing update, only outbound message templates will cost you money. So, if you send a message that’s not a template, you’re not charged for it, which can help you reduce costs and have more control over your budget.
Breakdown of WhatsApp Business pricing updates
With the upcoming changes, WhatsApp Business API pricing will shift to focus on message types and timing. Here’s a look at each update and how it affects your budget:
Free service conversations
(Starting November 1, 2024)
All inbound conversations are free. You can reply to customer inquiries without a charge within the 24-hour customer service window using free-form messages.
If you’re wondering: What is the 24-hour customer service window? It’s the time during which you can respond to a customer’s message without any additional costs. It starts when a customer sends you their first message and ends exactly one day after their last message.
Per-message pricing
(Starting April 1, 2025)
Currently, the WhatsApp Business API follows a conversation-based pricing model, where costs are determined by 24-hour messaging windows. However, as of April 1, 2025, this conversation-based pricing model will be discontinued.
You’ll only pay for outbound templates (marketing, authentication, or utility templates) outside the 24-hour window. WhatsApp API cost per message will make it easier to measure your ROI from WhatsApp against other messaging channels.
Free WhatsApp messages:
- Non-template replies within the 24-hour window.
- Follow-up replies for Inbound conversations.
- AI-powered replies within the 24-hour window.
Paid WhatsApp messages:
- Marketing templates for promotions.
- Utility templates for updates outside the 24-hour window.
- Authentication templates for verification.
Expansion of special rates
(Starting February 1, 2025)
After India and Indonesia, Meta will apply special lower rates for authentication messages to seven more markets: Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa, and the UAE. It will reduce your costs for sending security-related messages such as:
- One-time passcodes (OTPs)
- Notifications about account activity, order status, or appointment reminders.
- Alerts triggered important events, such as shipping delays or security breaches.
- Updates
Factors influencing WhatsApp Business API cost
The WhatsApp Business API doesn’t come at a flat fee. There are several factors that can affect how much you pay for it. Here are the key things to consider:
Use case
With the new per-message pricing model, each message you send falls into a specific category, like marketing, utility, or authentication. Each of these message types has a different price and here is what they’re used for:
- Marketing templates are typically promotional in nature. They are used to generate leads or boost conversions and are priced higher because of their impact.
- Utility templates are transactional updates such as order confirmations or payment reminders.
- Authentication templates are used to verify users or authorize actions securely.
Country or region
WhatsApp API cost varies based on the country or region where your customers are located. Things like local telecom rates and local market dynamics can influence Meta’s pricing strategy for different markets.
If you know where your key customer segments are and understand the local pricing structure, it can help you plan campaigns and service conversations without unexpected expenses.
Customer service window
Once the customer service window is closed, if you want to start a conversation, you’d need to send a message template, which carries a fee based on the type of message and region. If the customer responds, the 24-hour window is reactivated. If you send a new message, without waiting for the customer to respond, you’ll be charged for each message sent.
Shared team inbox cost
The WhatsApp Business API doesn’t have its own interface. To communicate with customers, you would have to either code it yourself or use a shared WhatsApp team inbox like Rasayel. Typically, team inboxes offer pricing plans based on the number of agents using the platform.
WhatsApp Business API pricing by use case
| Feature | For sales teams | For support teams |
|---|---|---|
| Pricing category | Per-message pricing for marketing messages. | Free service conversations within the 24-hour window. |
| Cost per message | Varies by message type and region - marketing, utility, authentication | Utility messages are free within the 24-hour window; outside the window, costs depend on region. |
| Typical message types | Promotional offers, follow-ups, product demos. | Customer inquiries, troubleshooting, issue resolution. |
| Examples of use cases | Sending personalized offers, closing deals, scheduling appointments. | Resolving product issues, managing tickets, answering common inquiries. |
| Free entry point conversations | Yes (unlimited) when initiated via Click-to-WhatsApp Ads or Facebook CTA. | Yes (unlimited) when initiated via Click-to-WhatsApp Ads or Facebook CTA. |
| Cost-saving tips | Focus on high-impact messages, use automated journeys for lead nurturing on WhatsApp | Use free entry point conversations effectively; use chatbots and self-service options for common issues. |
Final words
With the recent updates of WhatsApp Business API pricing, it’s important to stay aware of what factors influence your costs. The type of messages you send, the free 24-hour customer service window, and regional pricing play a role in determining your overall costs on the WhatsApp Business API.
Focus on using user-initiated conversations and automation. Make sure each message you send has a clear purpose to avoid unnecessary interactions and extra costs. With Click-to-WhatsApp ads you can encourage users to start the conversation instead of sending outbound messages.
If you stay on top of these changes, you can keep your costs under control.
Maximize your ROI on WhatsApp conversations with Rasayel!
Frequently asked questions
Sarah is a digital marketing expert specializing in strategy & SEO. She combines her love for writing and adventure with her professional skills to help businesses enhance their digital presence and engage customers. Her goal is to improve customer experiences through effective communication.
