📣 WhatsApp Business Platform Pricing Update: What You Need to Know (Effective July 1, 2025)

Meta has announced a new pricing structure for the WhatsApp Business Platform, taking effect on July 1, 2025. This change impacts how businesses are charged for messages, distinguishing between paid te...

Jul 01, 2025
WHATSAPP BLOG

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Meta has announced a new pricing structure for the WhatsApp Business Platform, taking effect on July 1, 2025. This change impacts how businesses are charged for messages, distinguishing between paid template messages and free-form messages within the 24-hour customer service window.

If you’re using EasySocial, this update brings an important shift to our billing model as well. Here’s everything you need to know.

TL;DR – Key Takeaways

  • Only template messages are chargeable (e.g. marketing, utility, authentication).
  • Free-form messages within a 24-hour service window remain free under Meta’s pricing.
  • Utility templates are now also free if sent within the service window.
  • The 24-hour window resets with every new message from the user.
  • EasySocial is switching to a credit-based billing system starting July 1, 2025.
  • Updated plans will reflect on our website by July 7, 2025.

Understanding WhatsApp Message Types

1. Template Messages (Charged)

Structured, pre-approved messages—used for marketing, utility, or authentication purposes—are charged per message by Meta.

On EasySocial: Each template message will consume 1 credit.

2. Free-form Messages (Free during 24-hour window)

These are unstructured messages that businesses can send freely once a user initiates a conversation. They are not charged by Meta within the active service window.

On EasySocial: The entire 24-hour service window (no matter how many messages are exchanged) will consume 1 credit.

3. Utility Template Messages – Free Within the Window

Utility templates sent within the 24-hour customer service window are now free as per Meta’s new rules.

On EasySocial: These still count as part of the 24-hour session and will be covered under 1 credit.

What is the Customer Service Window?

The customer service window is a rolling 24-hour timer that starts every time a customer sends you a message. While this window is open, your business can:

  • Send free-form messages
  • Send utility template messages

EasySocial will count this entire session as 1 credit, regardless of the number of messages exchanged.

EasySocial’s New Credit-Based System

To align with Meta’s updated model and give you greater clarity and control, EasySocial is officially moving to a credit system starting July 1, 2025.

How It Works: whatsapp-easysocial-pricing.png

Each type of billable action will deduct 1 credit from your account.

Key Dates to Remember:

  • ✅ July 1, 2025 – Credit system goes live for all users.
  • 🌐 July 7, 2025 – Updated pricing and credit info will reflect on all plans on the EasySocial website.

Example Scenario

Let’s say a user sends a message at 10 AM:

  • You respond with free-form replies at 10:05 AM → ✅ No Meta charge, but 1 EasySocial credit
  • You send an order update using a utility template at 11 AM → ✅ Free from Meta, no extra EasySocial credit
  • You send a marketing offer at 3 PM → ✅ Charged by Meta, 1 additional EasySocial credit
  • The user replies again the next day → ✅ New 24-hour window, 1 more EasySocial credit

Helpful Resources

  • WhatsApp Customer Service Window
  • WhatsApp Message Types

Final Thoughts

This new pricing model provides flexibility and cost efficiency for businesses using WhatsApp for engagement. With EasySocial’s credit-based system, you now have a transparent and scalable way to manage your WhatsApp communication.

We recommend all users:

  • Review current usage patterns
  • Monitor credit usage starting July 1
  • Explore our updated plans on the website from July 7

Need help planning or adjusting your usage? Our support team is ready to guide you.

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