You might soon pay more for every WhatsApp Business message
Is this pricing shakeup a move yet toward serious monetization?
It’s been a busy week for WhatsApp. After rolling out long-awaited iPad support and being spotted testing a log-out feature in beta, Meta is now shifting its focus to something else entirely: money.
Starting July 1, 2025, businesses using WhatsApp Business will no longer be charged per conversation. Instead, Meta will move to a per-message pricing model, meaning every delivered marketing, authentication, or utility message will carry its fee. The more you message, the more you pay.
It’s a notable shift from the current 24-hour conversation window model, where businesses could send unlimited messages for a flat rate. Meta says the change is about “simplifying pricing” and reflecting the value of each message, but for many businesses, it likely means rethinking their messaging strategies.
Not everything will cost more, though. Utility templates sent within an active customer service window (a 24-hour period that begins when a user first messages a business) will now be free. That window gives businesses a grace period to reply without triggering additional costs.
Meta is also introducing volume-based discounts, meaning companies that send more messages will get better rates over time, and this move could benefit larger brands.
Still, for smaller businesses in markets like Nigeria, India, or Brazil, where WhatsApp is the go-to sales and support tool, even small increases could hit hard. A few extra naira or rupees per message, multiplied across hundreds of customers, adds up quickly.
When seen alongside recent feature updates like cross-device syncing and iPad access, this pricing change is more than just a tweak but likely a part of a broader play to turn WhatsApp into a full-fledged business platform. Meta is indeed making the platform more powerful, but it is also increasing its potential for monetization.
If you’re using WhatsApp Business today, you might want to start thinking about which messages are really worth sending. Or if you'd rather switch to a different platform.
Loy Okezie
