Before July 1, 2025:
WhatsApp billed per 24-hour conversation window, not per message.
Example: If you initiated a session with a template message (say, marketing) and sent follow-ups within 24 hours, you were billed just once for that window.
After July 1, 2025:
WhatsApp shifts to per-template-message billing for Marketing, Utility, and Authentication categories—charging individually for each delivered template.
Service conversations (user-initiated support chats) remain free, with unlimited templates and replies available during the open 24-hour period.
Marketing Templates
Used for promotions, sales alerts, and abandoned cart reminders.
Always chargeable, even within a support session.
Priced per message.
Utility Templates
Transactional messages, such as order updates, notifications, and billing reminders.
Free if sent within the 24-hour customer service window.
Charged (per message) if outside that window.
Authentication Templates
Messages with one-time codes or verification PINs.
Always chargeable, context-independent.
Service Messages (Free-form, non-template text or media)
Available only during the 24-hour user-initiated window.
Entirely free, but prohibited outside that timeframe.
If a WhatsApp customer messages you via a free entry point (such as a Click-to-WhatsApp ad or a Facebook Page CTA), the following logic applies:
If the business responds within the 24-hour window, a 72-hour Free Entry Point conversation is initiated. During this 72-hour period, all messages exchanged between the business and the customer (including both session and template messages) are free.
However, if the business does not respond within the initial 24-hour window, the Free Entry Point conversation is not activated. In that case, any future communication must be initiated using a chargeable template message
Example:
Monday, 2:00 PM – Customer clicks a WhatsApp ad and sends a message.
The business must respond by Tuesday, 2:00 PM, to activate the 72-hour free window.
If the business responds at 1:30 PM Tuesday, you now have until Friday, 1:30 PM to send free messages.
If the business responds at 2:05 PM Tuesday, you will need to start with a template message, and regular billing rules apply.
User-initiated service conversations are still free for 24 hours.
Service window resets every new user message—always a fresh 24 hours.
Rates per template equal the old per-session rates: Marketing, Utility, and Authentication.
Service messages (non-template) are still not allowed outside the 24-hour customer-initiated session.
Audit your historical template usage.
Prioritize customer-initiated messages—they unlock free windows.
Plan marketing campaigns wisely—each template costs now, even within sessions.
Monitor volumes of Utility/Auth messages—leverage volume pricing tiers.
Use ad links (click-to-chat) to access temporary free windows smartly.
WhatsApp’s updated pricing model aims to:
Make billing more transparent and usage-based
Encourage responsible and relevant business messaging
Reduce misuse of broad session-based pricing
This model rewards timely, customer-initiated conversations while ensuring that promotional and transactional messages are delivered with intent and value.
Q: Will I be charged if I send multiple messages in one conversation?
A: Only template messages (Marketing, Utility, or Authentication) are charged per use. Free-form replies in service sessions are not billed.
Q: Is the 24-hour service window the same as before?
A: Yes. Every time a user sends a message, a 24-hour window starts in which you can reply for free (unless you use marketing templates).
Q: Are template messages blocked outside 24 hours?
A: No. They are allowed anytime—but now they’re billed individually.
Q: Can I still use free-form messages to start a conversation?
A: No. You can’t initiate a chat with free-form messages. You’ll need to use a paid template.
Q: How do Click-to-WhatsApp ads help?
A: They open a 72-hour window where all messages are free, making them ideal for re-engagement or lead-gen campaigns.
From July 1, 2025, WhatsApp shifts to a precise per-template-message billing model, while still honoring free user-initiated service conversations and ad-triggered engagement windows. By understanding message types and leveraging engagement timing, your business can keep messaging costs manageable and even benefit from newfound clarity.
If you’d like help optimizing your flows or calculating cost scenarios, our support team is here to assist!