WhatsApp API Pricing Update July 2025: What Indian Businesses Need to Know
Effective from July 1, 2025, WhatsApp is shifting its API pricing model from a conversation-based system to a per-message pricing structure. This major update affects how businesses in India are billed for marketing, utility, authentication, and service messages sent through the WhatsApp Business API.
What’s Changing in WhatsApp Business API Pricing?
1. From Conversations to Per-Message Billing
- Old model : Flat fee for a 24-hour conversation window.
- New model (from July 1, 2025) : Businesses will now be charged per message sent, offering clearer cost control.
2. Free Service Messages Within 24-Hour Window
- Customer-initiated conversations (service messages) remain free for 24 hours from the time of the customer’s last message.
3. Utility Templates: Free Within CSW
- Messages like payment confirmations or delivery updates are free if sent within the Customer Service Window (CSW).
- If sent outside the 24-hour window, they are charged at ₹0.13 per message.
4. Volume-Based Discounts Introduced
- New tiered discounts up to 20% for utility and authentication messages.
- Ideal for high-volume senders who want to reduce WhatsApp API costs.
5. 72-Hour Free Messaging for Ad-Driven Entries
- Users arriving via Click-to-WhatsApp ads or Facebook CTAs open a 72-hour free messaging window.
6. Granular Analytics
- WhatsApp introduces a new API field to display the cost per message, offering better cost transparency.
WhatsApp API Pricing in India (as of July 2025)
| Message Type | Per-Message Fee (INR) | Free Under 24h CSW? |
|---|---|---|
| Marketing Template | ₹0.88 | ❌ No |
| Utility Template | ₹0.13 | ✅ Yes (within CSW) |
| Authentication | ₹0.35 | ❌ No |
| Service Message | Free | ✅ Yes |
Note: WhatsApp API rates are fixed for India. However, API providers may apply additional fees or offer extra discounts.
Old vs New WhatsApp Pricing Model: A Quick Comparison
| Feature | Until June 30, 2025 | From July 1, 2025 |
|---|---|---|
| Pricing Model | 24-hour conversation | Per message |
| Free Service Conversations | 1,000/month | Unlimited |
| Utility in CSW | Charged | Free |
| Volume-Based Discounts | ❌ No | ✅ Yes (utility/auth) |
| Free Entry from Ads/CTAs | 72h | 72h |
Key Takeaways for Indian Businesses
- Pay per message for marketing, utility (outside CSW), and authentication messages.
- Timing matters : Send utility messages within the CSW to avoid charges.
- Leverage volume-based discounts to optimize WhatsApp API pricing for bulk campaigns.
- Unlimited free service messages when users contact you first—no 1,000 message cap anymore.
- Use new analytics to track and optimize costs per campaign.
How to Optimize WhatsApp Messaging Strategy in 2025
- Use automation to send timely responses and keep conversations within the 24-hour CSW.
- Segment audiences and send only high-impact messages that drive engagement.
- Leverage the 72-hour free window when using WhatsApp Click-to-Chat Ads.
- Track message-level cost using the new analytics API to improve ROI.
- Choose API providers wisely to benefit from competitive pricing and added features.
Final Thoughts
The WhatsApp API pricing update effective from July 1, 2025, marks a significant shift for Indian businesses. With per-message pricing and unlimited service messages, the change brings greater transparency and more control over communication costs.
By optimizing message timing and volume, businesses can significantly reduce WhatsApp API costs while maximizing customer engagement.