New WhatsApp API Pricing Explained – Starting July 1, 2025

Meta has announced a significant update to WhatsApp Business API pricing, transitioning from per-conversation-based to per-message-based billing.  

This update goes live starting 1 July, 2025. 

Meaning it's already live across all mainstream WhatsApp API platforms like AiSensy & many more. 

In this blog we'll discuss exactly what changes in the new updated WhatsApp API pricing and how does this update affect your WhatsApp API usage. 

So, let's get right into it! 

Key Changes to WhatsApp API Pricing (Effective July 1 2025)

In the updated WhatsApp API pricing, Meta has shifted to per template message pricing from conversation based pricing model. 

This means:

• Billing will now be per template message delivered, instead of per 24-hour conversation.
• Applicable to Marketing, Utility, and Authentication template messages.
• Service messages and Utility messages delivered within an active customer service window remain FREE.

For example: If you send one marketing message and one utility message to a customer on WhatsApp, each message will be charged separately, just like shown  in the below image:

What exactly is a Customer Service Window?

When a user sends you a message, a 24-hour support window begins. Each new message from the user resets this window.

During this window, you can respond freely without additional charges and send any free-form messages.

Also, utility templates delivered within this window won’t be charged.

Note: Utility messages delivered outside the customer service window will incur standard utility message charges.

Here’s an image that clearly illustrates how free-form messages are completely free when sent in response to a user-initiated message.

Breakdown of WhatsApp Template Message Types & Pricing

Template messages are pre-approved, structured messages used to reach users proactively. These messages fall under four categories:

1. Marketing
2. Utility
3. Authentication
4. Service (User-initiated)

1. Marketing WhatsApp Template message

Marketing WhatsApp templates are all about grabbing attention and promoting offers, informational updates, abandoned cart reminders, discount coupons or invitations for customers to respond or take action. Any message that doesn't fall under the utility or authentication categories is considered a marketing template.

Businesses engaging in marketing conversations will be charged at a rate of ₹0.88 per message delivered (INR)

For messaging users outside India, check country-wise WhatsApp conversation pricing

Example: "Hey there! We're thrilled to offer you a 30% discount on our new collection. Hurry, this offer ends soon! Reply with 'YES' to claim your discount."
​

2. Authentication WhatsApp Template message

Authentication WhatsApp templates play a crucial role in ensuring the security and integrity of user accounts. This Conversation category enables businesses to authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).

These messages involve multiple steps and help businesses verify the identity of their users. The cost for each authentication message is ₹0.125 per message delivered (INR)

For messaging users outside India, check country-wise WhatsApp conversation pricing

Example: "1024 is your authentication pin. Kindly add this to log in to your AiSensy account"

3. Utility WhatsApp Template message

Utility WhatsApp templates are designed to facilitate specific requests or transactions that users have initiated or to provide updates related to ongoing transactions. This category includes post-purchase notifications, order confirmation, delivery updates, recurring billing statements, and other transaction-related information.

Each utility template comes with a charge of ₹0.125 per message delivered.

For messaging users outside India, check country-wise WhatsApp conversation pricing

Example: "Great news! Your recent order has been shipped and is on its way to you. You can track your package using the provided tracking number. We appreciate your business!"

4. Service WhatsApp Template message

Service WhatsApp templates revolve around user-initiated inquiries and aim to provide exceptional customer support and assistance.

Whether users have questions, concerns, or require help, businesses are there to resolve their queries promptly.

All user-initiated conversations fall under the service conversation category.

Effective 1st November 2024, user-initiated or service messages are FREE for all businesses.

Example: "Hello! How can we assist you today? Our dedicated support team is here to help resolve any issues or answer any questions you may have."

For messaging users outside India, check country-wise WhatsApp conversation pricing

Understanding the WhatsApp API Pricing change with an example

• You send a marketing template to the customer at 10:15 AM — You'll be charged the price per marketing message according to the recipient's country (₹0.88 per message for Indian recipients)

• You reply at 12:30 PM with an order status (utility message) —  You will be charged for that utility message according to the recipient's country (₹0.125 for Indian recipients)  

• The customer replies to you at 11:48 PM — The Customer service window now refreshes, and you can now send the customer any normal message or a utility template till the next day 11:48 PM without any charge.

• You reply to the customer from AiSensy's Live Chat at 12:30 PM with a normal message, called free-form message (not a template) — ✅ Free (within the 24-hour customer service window).
  
  
• Last, you reply to the customer with an authentication message  —  You will be charged for that authentication message according to the recipient's country  (₹0.125 for Indian recipients)

Note: If you reply to your user with a utility message while the customer service window is open, it will be FREE. You won't be charged for the Utility message. 

Why has Meta changed the WhatsApp API pricing model again?

Wondering why Meta shifted from conversation-based to template-based pricing model?

Well, as per Meta, 

This change aims to simplify pricing and align WhatsApp with other messaging platforms

Businesses found it difficult to understand the WhatsApp conversation pricing model where businesses were charged per conversation in a 24-hour period. 

The per template message charges simplifies the pricing for the end-user, making it easier to get started with WhatsApp Marketing. 

Now, how does the pricing affect existing AiSensy users, using WhatsApp API to engage their customers on WhatsApp?

Here's the answer. 

What This Means for AiSensy Users

AiSensy is also updating its pricing, effective July 1, 2025, to bring in more features and scale support.

You can read more about the AiSensy pricing update by clicking here.