In this blog, we are going to break down both the new WhatsApp API pricing (effective from April 1st, 2025) and the older pricing model. So if you are looking to understand how WhatsApp Business API pricing works, you're at the right place. By the end, you'll have a clear understanding of how much using WhatsApp Business for bulk messaging might cost your company, depending on your needs.
Latest WhatsApp Pricing Structure [Effective from April 1st, 2025]
Quick Summary
There are two kinds of messages: first being in the form of pre-authorized templates which are charged and second being free-form messages (like regular chats), during the service window, that are not charged. Service Window is the window during which you can send any message to the user without using a template and this window refreshes with every message the user sends. More on how the service window works ahead.
Business Initiated Message Pricing
Businesses can initiate conversations with users through pre approved messaging templates (approved by Meta). These prices are on a per message or template basis. The pricing for these templates are as follows:
1. Marketing Templates
- These templates are used when you want to sell something to the customer or spread awareness about your business events. These are the most expensive templates.
- Costs vary by country. For instance -
- India: ₹0.78 or $0.01 or €0.009 per message
- UK: ₹3.87 or $0.05 or €0.0438 per message
- UAE: ₹2.81 or $0.03 or €0.0319 per message
- For details about rate of WhatsApp Business Templates in different countries check out this blog on WhatsApp API Pricing in Different Countries.
2. Authentication Templates:
These are used for verifying a user’s identity, like sending OTP or two-factor authentication.
Pricing again varies country by country:
India: ₹0.115 or $0.0014 or €0.0012 per message
UK: ₹2.62 or $0.0358 or €0.0297 per message
UAE: ₹1.30 or $0.0178 or €0.0147 per message
3. Utility Templates
These include order confirmations and updates messaging templates.
Special catch: If the ‘service window’ (explained below) is active, these messages are free. Otherwise, they are charged according to country-specific rates.
Pricing in few countries:
India: ₹0.115 or $0.0014 or €0.0012 per message
UK: ₹1.61 or $0.022 or €0.0182 per message
UAE: ₹1.15 or $0.0157 or €0.013 per message
User Initiated Message Pricing
Service Conversation
All user-initiated conversations are classified as service conversations and these are free.
If a customer reaches out to your business on WhatsApp, it triggers what’s known as a ‘Service Window’. During this window, any messages your business sends to that customer are free of charge and most importantly your messages do not need to follow a template.
What exactly is a Service Window?
Whenever a customer sends you a message, a 24-hour window opens. During this time, you can send free-form messages back and forth with the customer without needing to use pre-approved templates. The window refreshes every time the customer sends a new message. Once the window closes, you will need to use a template to reach out to the customer again.
What are WhatsApp Templates?
Templates are pre-approved message formats used to send notifications, promotions, or updates when you're reaching out to a customer outside of the 24-hour service window. These templates are especially useful for marketing, sending order updates, or important notifications.
Historical/Old WhatsApp Business API Pricing Structure
Currently WhatsApp charges businesses based on conversation as opposed to the number of messages.
What is a Conversation?
A conversation is a 24-hour window during which you and your customer can exchange unlimited messages. When you send the first message, this window opens, and you won’t be charged for any further messages during that period.
How are the rates of different conversions calculated?
The rates for different conversations on WhatsApp vary based on the type of conversation and the location of the user.
1. Marketing Conversations:
If a business sends promotional messages to customers in India, they are charged ₹0.78 per conversation. However, if the same messages are sent to customers in the USA, the cost rises to ₹1.83 per conversation.
2. Utility Conversations:
These include order conversations and updates. Costs vary by country.
3. Service Conversation:
These start when a customer reaches out for help. This opens the service window and you can send any message to the user to resolve the query without needing a template.
4. Authentication Conversations:
These involve verifying user identity, like two-factor authentication.
If you want to estimate your costs based on your specific business needs, check out our free WhatsApp Pricing Calculator.
For more tips on optimizing your WhatsApp Business experience, check out our blogs at heltar.com/blogs.
