Per-message pricing is a billing model where a business is charged for each individual message delivered, rather than for a bundled time window or conversation.
Per-message pricing is the model Meta adopted for the WhatsApp Business API on 1 July 2025, replacing conversation-based pricing. Under it, every business-initiated template message is billed individually, with the rate set by the message category (marketing, utility, or authentication) and the recipient's country code. Customer-initiated service messages inside the 24-hour service window remain free, as do utility templates sent within that window. For businesses, this shift means consolidating notifications and routing traffic into free windows directly lowers costs, since extra messages are no longer bundled under a single conversation fee. The change makes cost more transparent and easier to forecast, because each send maps to a known rate rather than an aggregated window.
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