Effective July 1, 2025 –
Meta will charge on a
per-message
basis instead of per-conversation
.Businesses on WhatsApp Business platform will be charged:
- Per deliveredmarketing template message
- Per deliveredauthentication template message
- Per deliveredutility template message (delivered outside of a customer service window)
ℹ️What else you need to know:
👉
Utility template
messages sent in response to a user's message (thus within an open
customer service window
) will become free
, to provide more flexibility to businesses in how customers can engage with users.👉 Definition of
Utility
Category has been changed
: In essence, the messages - Must be non-promotional, not containing any promotional or persuasive intent.
- Must be in one of the following criteria
- specific to the user,
- requested by, the user (clearlyrelated to their order, account, services, or transactions),
- essential or critical to the user (e.g., to ensure user safety).
Find detailed explainer on category guidelines here