At Aunoa , we are committed to keeping our customers informed about changes to the platforms they use to improve their business operations . WhatsApp Business , a fundamental tool for many companies looking to automate their communications and optimize their customer service. Has announced important updates to its pricing model . Below, we tell you about the most notable changes that will be in effect from 2024 and 2025.
Simpler pricing consistent with industry practices
One of the key changes WhatsApp will be implementing is the move from per-conversation pricing to per-message pricing . Starting in April 2025 , whatsapp blasting businesses will pay for every message sent , making it easier to compare ROI (return on investment) with other communication channels . This adjustment seeks to align WhatsApp pricing with other Meta messaging solutions and with standard market practices .
Additionally, starting February 1, 2025 , international rates for authentication messages will be expanded to 7 new markets: Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa, and the United Arab Emirates. This expansion follows the rollout already completed in India and Indonesia, offering greater consistency in the global pricing structure.
These changes, along with recent reductions in rates for utility messages , aim to make WhatsApp Business more competitive against other communication channels .
Fostering high-quality messaging experiences
To incentivize better customer service, starting November 1, 2024 , service conversations will be completely free . This means businesses will be able to be more accessible to their customers on WhatsApp , either through traditional interactions or through AI-enabled experiences, like the chatbots we built at Aunoa. Additionally, any messages within the 24-hour customer service window will remain free for businesses .
A service conversation on WhatsApp Business is an interaction between a business and a customer within a 24-hour window, where the business responds to queries or provides support, such as order confirmations or issue resolutions.
Free utility templates
Also new is that with the shift to per-message pricing in April 2025 , utility templates will also be free within the 24-hour customer service window . This is intended to incentivize businesses to continue investing in useful, expected messages, how i have a universal phone number using google voice, twilio and stdlib such as order updates or payment reminders . WhatsApp is also exploring the possibility of creating utility experiences with advanced features and attractive pricing for multiple message flows, such as order management updates.
Value-aligned pricing for individuals and businesses
The per-message pricing model better reflects the value of each interaction to the business. A marketing message, which seeks to generate conversions, or a utility message, such as a fraud alert to protect a user’s account, each brings different value to the business. This new structure allows businesses to pay only for the incremental value that each message generates, whether in sales or in reducing customer support costs.
Example of savings for an e-commerce in Europe with the new rates:
Current data:
- Cost per service conversation (standard rate in Europe, 2024): €0.073 per conversation initiated.
- The company sends 10,000 service messages per month (order confirmations, responses to queries within 24 hours).
- With the current model, you would pay 10,000 * 0.073 € = 730 € per month .
New rates from November 1, 2024:
- Service conversations will be free .
Monthly savings:
- Total monthly savings on service messages: €730 .
Annual savings:
- €730 * 12 months = €8,760 per year in direct savings, just from service conversations.
These savings allow retailers to invest in other marketing channels or improve their internal operations. Without sacrificing the quality of customer service on WhatsApp.
Key dates to keep in mind
- November 1, 2024 : Service conversations will be free.
- February 1, 2025 : International authentication message rates will be introduced in 7 new markets.
- April 1, 2025 : Utility templates will be free within the 24-hour customer service window.
- April 1, 2025 : Phase 1 of per-message pricing begins .
- July 1, 2025 : Phase 2 of per-message pricing begins .
How does this affect your business?
For companies that use WhatsApp as a communication channel , these changes represent an opportunity to optimize costs, asb directory align their communication strategies with the value they generate, and offer more efficient experiences to their customers . While per-message pricing may seem like a significant change, it will actually allow for greater flexibility and competitiveness compared to other channels .
At Aunoa, we are here to help you adapt your WhatsApp Business strategy to these new changes. If you use our chatbots on WhatsApp, you can be sure that we will guide you to make the most of these updates, maximizing the value of each interaction with your customers.
Do you have questions about how these changes will affect your business? Contact us and we will be happy to advise you!
