What’s changing in WhatsApp pricing on 1 July 2025, and how do I keep service conversations free?
⚡Quick answer -
Starting 1 July 2025, WhatsApp will bill per delivered template message—Marketing, Utility, and Authentication—rather than per 24-hour conversation. User-initiated “service” windows remain free for 24 hours, and Free Entry Point (FEP) chats can stay free for 72 hours if you reply within the first 24 hours.
When should I use this guide?
Read on if you:
• send any WhatsApp template messages (Marketing, Utility, or Authentication) and
• want to minimise or predict new per-template charges while still offering 24 × 7 support.
📕Table of Contents
- Key definitions
- Conversation categories & billing rules
- 72-hour Free Entry Point (FEP) window
- Common scenarios at a glance
- Action checklist (what to do now)
- How to confirm billing is correct
- Edge cases & limitations
- Related Articles
1 — Key definitions
• Template message – Pre-approved outbound message (Marketing, Utility, or Authentication).
• Service conversation – 24-hour window that starts when a user messages you; replies are free.
• Free Entry Point (FEP) – Chat initiated from a Click-to-WhatsApp ad or Page CTA.
• FEP 72-hour window – If you reply within 24 hours, everything stays free for 72 hours from your first reply.
2 — Conversation categories & billing rules
Category | Typical use | Charged? | Notes |
Marketing template | Promo, abandoned cart | Always billed per send | Cost unaffected by service/FEP windows |
Utility template | Order update, reminder | Free inside 24-h service window; billed outside | Re-engagement after 24 h incurs cost |
Authentication template | OTP, login code | Always billed per send | Critical messages only |
Service (free-form) | Agent text reply | Free inside 24-h user window | Forbidden outside service window |
3 — 72-hour Free Entry Point (FEP) window
Alt-text: “Timeline showing 24-h reply deadline and 72-h free FEP window”
Rules:
• Reply within 24 hours to unlock 72 hours of free messaging (templates + free-form).
• Miss the 24-hour mark? You must send a paid template to restart the conversation.
4 — Common scenarios at a glance
Scenario | When it happens | Message type you send | Charged? | Why |
Customer asks about order | Inside 24 h | Free-form or Utility | No | Free service window |
Order update after 24 h | After 24 h | Utility template | Yes | Outside service window |
Promo during support | Inside service window | Marketing template | Yes | Marketing always billed |
OTP during login | Anytime | Authentication template | Yes | Security rule |
Ad click chat (you reply in 2 h) | FEP | Any | No | 72-h FEP window active |
5 — Action checklist (what to do now)
- Audit templates (last 90 days) Dashboard → WhatsApp → Reports → Message Logs → Filter Type = Template → Export.
- Tag each template by category (Marketing / Utility / Authentication).
- Fix mis-categorised templates to avoid surprise charges.
- Prioritise service replies: set SLA alerts to respond within minutes.
- Budget for Marketing and Authentication sends; consolidate promos when possible.
- Use FEP smartly: ensure the first reply lands < 24 h to activate the 72-h free period.
6 — How to confirm billing is correct
Step | Where | What to check |
1 | Dashboard → Reports → Message Logs | Add columns “Template Name”, “Category”, “Charge Type”. |
2 | Billing → Invoices → Line Items | Counts per Category should match “Delivered Template” totals. |
3 | Spot-check | • Utility inside service window = $0 • Marketing inside service window = billed |
4 | Escalate issues | Collect Template ID + Message ID + timestamp → email |
7 — Edge cases & limitations
• Marketing templates are always billed—even inside service or FEP windows.
• Utility is free only within the service window; the 25th hour is billable.
• Authentication is always billed.
• If you miss the first 24 hours of a FEP chat, the 72-hour free window never starts.
• Regional pricing varies; see your rate card JSON via API: /v1/account/rateCard.
• Quality downgrades can throttle throughput; maintain template relevance.
8 — Related Articles
• How do Free Entry Point (FEP) windows affect WhatsApp template charges?
• Which webhook events show template billing status in real time?
• Best practices for lowering WhatsApp Marketing template costs.
Keywords - WhatsApp pricing 2025, WhatsApp template charges, free service conversation, FEP 72-hour window, WhatsApp Marketing billing
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