If your business uses WhatsApp to talk to customers—whether it’s for promotions, support, or updates—there’s a big change you should know about.
Starting July 1, 2025, Meta has updated the pricing structure for the WhatsApp Business API. In this blog, we’ll break it down in simple terms so you know what’s changing, what’s staying free, and how to make the most of it using Heltar.
What’s the Big Change?
Earlier, WhatsApp charged per conversation (a 24-hour window). Now, from July 1, 2025, it will charge per message.
This means:
You’ll be billed for each message your business sends.
Pricing depends on what type of message it is and where the user is located.
Types of Messages (and How They’re Charged)
Messages are now divided into four categories. Some are free in certain cases, others are chargeable.
| Type of Message | Used For | Charged? |
|---|---|---|
| Marketing | Offers, sales, reminders | ✅ Yes – always charged |
| Utility | Order updates, invoices, confirmations | ✅ Charged only if outside 24h |
| Authentication | OTPs and login codes | ✅ Always charged |
| Service | Replies to customer queries | ❌ Free if within 24h |
Free Messages Inside the 24h Window
If a customer messages you, a 24-hour customer service window starts. During this time:
You can reply with Service or Utility messages for free.
This timer resets every time the customer sends a new message.
What Is the 24-Hour Window?
Think of it like this:
A customer messages you → you get a 24-hour window to reply for free.
You can send support replies or order updates without any cost during this time.
Outside that window, you’ll need to use paid template messages (like marketing or authentication).
How to Get More Free Messages: ‘Entry Points’
Meta gives businesses a smart way to save money using entry points. These are actions like:
A customer clicks a Click-to-WhatsApp Ad
A user messages you from your Facebook page
If they message you from one of these entry points:
You get a 72-hour window where messages are free, including marketing!
As long as each response is within the 24-hour window, you won’t be charged.
Example:
A user clicks your WhatsApp ad → messages you
You reply with a promo → free
They ask a question → you reply again → still free
You send a delivery update → still free!
Discounts for Large Volumes
Sending a lot of messages? You’ll get discounts automatically based on how many Utility or Authentication messages you send.
What Should You Do Now?
Here’s how your business can make the most of these changes:
Use the 24-hour window wisely - respond quickly to save more.
Run Click-to-WhatsApp Ads – to unlock free messaging windows.
Segment your message types – don’t send a paid message when a free one will do.
Track volumes – if you're sending lots of Utility or Auth messages, you’ll get discounts.
At Heltar, we help you set this up seamlessly so you only pay when you need to—and automate replies to stay within free windows.
Summary
| What Changed | What It Means |
|---|---|
| Per-message billing started | You’re charged for each message, not per conversation |
| Free 24h reply window | Still available—make sure to respond in time |
| Free 72h from ads | Use Click-to-WhatsApp Ads for free marketing messages |
| Volume discounts | More messages = better rates (on Utility & Auth) |
Let Heltar Help You Optimize
Heltar helps you:
Automate replies within free windows
Set up high-performing Click-to-WhatsApp Ads
Save costs with smart message categorization
Let us help you get the most out of WhatsApp’s new pricing model.
