WhatsApp Business Platform: Per-Message Pricing (Effective July 1, 2025)
A quick briefing on what changed and how to budget your WhatsApp flows.
What changed?
- WhatsApp moved from per-conversation (24-hour session) to per template message delivered.
- Pricing now depends on the message category (Marketing, Utility, Authentication) and the recipient’s country (based on phone number).
- Some messages can still be free within specific windows (see below).
- Additional country-specific rate updates were applied starting October 1, 2025.
Free messaging windows
| Trigger | Window | What’s free |
|---|---|---|
| User-initiated chat (customer messages first) | 24 hours | Customer service replies and utility templates |
| Click-to-WhatsApp ad or Page button | 72 hours | Templates (incl. follow-ups) and service messages |
Why this matters for you
If je AI-assistant (bv. “De Glazen Bol” of “KansCoach”) marketing én serviceberichten stuurt, heeft elke template nu een directe kost per levering. Je ROI hangt af van:
- Template-mix: marketing vs. utility/authentication.
- Doellanden: tarieven per land verschillen.
- Window-orchestratie: maximaal gebruik van gratis 24/72-uurs vensters.
- Frequente heractivaties: beperk onnodige triggers buiten de gratis vensters.
Actieplan
- Inventariseer al je bestaande WhatsApp templates en label ze per categorie.
- Map je belangrijkste stromen op gratis vensters (user-initiated of ad-initiated).
- Forecast je volume per land en categorie om kosten te ramen.
- A/B-test marketingtemplates op CTR en conversie; schrap lage performance.
- Automatiseer throttling en “quiet hours” om verspilling buiten vensters te vermijden.
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