Starting July 1, 2025, Meta is moving from conversation-based pricing to message-based pricing. These changes aim to align with industry standards, simplify billing, and help businesses deliver greater value to their customers.

What’s new:

• Each Marketing, Utility, and Authentication message will be charged individually
• Utility messages during active service windows are now FREE

How it works:

Under this model, you’ll be charged for each delivered template message:

• One charge per marketing template
• One charge per authentication template
• One charge per utility template, if sent outside the customer service window

For example: If you send one marketing message and one utility message, you’ll be charged once for each type — one charge for marketing and one for utility.

Click here to learn more about it.

How to get more while spending less:

• Use free messaging windows like CTWA (72h) and website widget (24h)
• Send fewer, more impactful messages with Carousel Templates
• Use WhatsApp Flows to capture info, onboard users, or complete actions in one go
• Retarget only engaged users to reduce spend

Click here to learn more about it.

Planning a campaign in early July?

We recommend a 10–20% top-up to avoid disruptions during the transition.

Need help? 

→ Learn more in our help center
→ Log into Wati