Understanding the WhatsApp Business API pricing is crucial if you're running marketing, support, or automation through WhatsApp. In this article, we'll explain the 2025 pricing update, what's changed, and how businesses can adapt to keep costs under control.
Previously, WhatsApp charged businesses per conversation window—a 24-hour session that included all messages. As of April 2025, WhatsApp now charges per message for:
Service messages (within the 24-hour customer service window) remain free.
Learn how session vs. template messages work →
| Message Type | Use Case | Billing | Example Price |
|---|---|---|---|
| Marketing | Promotions, offers, abandoned carts | Per message | e.g., $0.008 per message |
| Utility | Order updates, appointment reminders | Per message | e.g., $0.006 per message |
| Authentication | OTPs, login codes | Per message | e.g., $0.015 per message |
| Service (24h window) | Support replies, FAQs | Free | $0 |
Pricing may vary by country and BSP. Check your BSP dashboard or Sanoflow pricing support for exact rates.
Utility messages are free if they are sent within the customer service window (24h from the user’s last message). Outside that window, they are charged at the utility rate.
Explore utility and session messaging rules →
Starting February 1, 2025, Meta has applied international authentication rates to these markets:
These regions now benefit from reduced authentication message costs. Meta has also begun counting conversations across India, Indonesia, and these countries from January 1, 2025 to determine eligibility.
How to use message templates for marketing →
Read more about broadcasts and cost-effective campaigns →
Not entirely. The WhatsApp API offers free messaging only within the 24-hour customer service window—these are known as session messages. However, any template messages sent after that window, including for marketing, utility, or authentication purposes, are charged per message. This means if your message is the first one in a conversation or sent proactively, it will likely incur a cost.
As of the 2025 update, WhatsApp marketing messages sent via the WhatsApp API are billed per message, not per 24-hour conversation. Each marketing message, including those using the Marketing API (MM Lite), counts toward your bill. The per-message pricing helps you understand ROI more clearly, but it also means you need to send strategically.
Yes, support replies that fall within the 24-hour customer service window—known as session messages—are still completely free. These include responses to user-initiated queries and help businesses save costs by resolving issues quickly.
To reduce WhatsApp API expenses:
Want to see how other businesses use WhatsApp efficiently? Check out these case studies →
Understanding the WhatsApp Business API pricing is crucial if you're running marketing, support, or automation through WhatsApp. In this article, we'll explain the 2025 pricing update, what's changed, and how businesses can adapt to keep costs under control.
Previously, WhatsApp charged businesses per conversation window—a 24-hour session that included all messages. As of April 2025, WhatsApp now charges per message for:
Service messages (within the 24-hour customer service window) remain free.
Learn how session vs. template messages work →
| Message Type | Use Case | Billing | Example Price |
|---|---|---|---|
| Marketing | Promotions, offers, abandoned carts | Per message | e.g., $0.008 per message |
| Utility | Order updates, appointment reminders | Per message | e.g., $0.006 per message |
| Authentication | OTPs, login codes | Per message | e.g., $0.015 per message |
| Service (24h window) | Support replies, FAQs | Free | $0 |
Pricing may vary by country and BSP. Check your BSP dashboard or Sanoflow pricing support for exact rates.
Utility messages are free if they are sent within the customer service window (24h from the user’s last message). Outside that window, they are charged at the utility rate.
Explore utility and session messaging rules →
Starting February 1, 2025, Meta has applied international authentication rates to these markets:
These regions now benefit from reduced authentication message costs. Meta has also begun counting conversations across India, Indonesia, and these countries from January 1, 2025 to determine eligibility.
How to use message templates for marketing →
Read more about broadcasts and cost-effective campaigns →
Not entirely. The WhatsApp API offers free messaging only within the 24-hour customer service window—these are known as session messages. However, any template messages sent after that window, including for marketing, utility, or authentication purposes, are charged per message. This means if your message is the first one in a conversation or sent proactively, it will likely incur a cost.
As of the 2025 update, WhatsApp marketing messages sent via the WhatsApp API are billed per message, not per 24-hour conversation. Each marketing message, including those using the Marketing API (MM Lite), counts toward your bill. The per-message pricing helps you understand ROI more clearly, but it also means you need to send strategically.
Yes, support replies that fall within the 24-hour customer service window—known as session messages—are still completely free. These include responses to user-initiated queries and help businesses save costs by resolving issues quickly.
To reduce WhatsApp API expenses:
Want to see how other businesses use WhatsApp efficiently? Check out these case studies →
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