WhatsApp has shifted to per-message pricing (effective July 1, 2025), based on message categories and your recipient’s country. In India, there are three paid categories:

WhatsApp has shifted to per-message pricing (effective July 1, 2025), based on message categories and your recipient’s country. In India, there are three paid categories:

As of July 1, 2025, WhatsApp Business Platform has moved to a per-message pricing model (instead of per-conversation). Pricing now depends on:

  1. Message category (type of template or reply used)
  2. Recipient’s country or region

✅ Conversation Categories

Category

Purpose / Description

Example Use Cases

India Rate (₹ per message)*

📢 Marketing

Promotional messages to drive sales, engagement, or re-engagement

Offers, discounts, product launches, abandoned cart reminders

₹0.86

🔧 Utility

Transactional or service-related updates after a user action

Order confirmations, shipping updates, payment receipts

₹0.13

🔐 Authentication

Messages that verify identity or secure an account

OTPs, login codes, account recovery

₹0.13

💬 Service

User-initiated messages within a 24-hour session window

Customer queries, live chat responses

Free

*Rates are for India only. Global rates vary by region/currency—always confirm via Meta’s official pricing page.

🔄 How Pricing Works

  • Paid categories (Marketing, Utility, Authentication):
    Billed per message delivered.
  • Service (user-initiated):
    Always free if the business replies within 24 hours of the customer’s last message.
  • If no reply is sent within 24 hours, you must use an approved template (and will be charged according to its category).

💡 Why This Matters

  • Budgeting: Marketing is the costliest—use sparingly and with clear ROI goals.
  • Efficiency: Utility and Authentication templates cost far less and are essential for high-volume transactional flows.
  • Customer Experience: Encouraging replies keeps conversations in the free Service window.

🔧 Tips for Cost-Effective Messaging

  • Use Utility templates for recurring updates instead of broad campaigns.
  • Trigger Service windows by encouraging customers to reply (“Reply YES for updates”).
  • Save Marketing messages for high-value offers or retention campaigns.
  • Audit your template mix monthly to balance spend vs. impact.

✅ Summary

  • WhatsApp pricing is now per message, not per conversation.
  • India rates (July 2025): Marketing ₹0.86, Utility ₹0.13, Authentication ₹0.13, Service Free.
  • Correct template categorization is critical to avoid rejections and manage costs.