WhatsApp has officially rolled out a new pricing model for WhatsApp Business API, and it’s a big shift. The platform is moving away from its familiar 24-hour conversation-based billing system and replacing it with per-template-message pricing. What does that mean for businesses? Every message you send, whether it’s for marketing, utility updates, or authentication, would now be charged individually upon delivery. This WhatsApp Business update directly impacts how companies manage customer communication.
This change puts a spotlight on template quality and efficiency. Businesses will need to rethink how often they send messages and make each one count. Gone are the days of bundling messages into a 24-hour window for a single cost and spamming users without any strategy.
However, there’s good news too. Utility templates sent within the 24-hour customer-service window will become free. That means if you’re replying to a customer query within that window using a utility message (like order confirmations or appointment updates), you won’t be charged.
In short, this new model encourages smarter messaging and better user engagement. WaBM already supports this transition with tools that help you track, refine, and automate your templates effectively. And the best part? While the API pricing has changed, WaBM’s pricing for customers hasn’t, because we believe in keeping things fair and simple. This WhatsApp Business update may change how you’re charged, but it doesn’t change our commitment to transparent pricing.