📣 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...

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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.
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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.
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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.
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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.
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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.
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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.
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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:
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.
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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
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Helpful Resources
- WhatsApp Customer Service Window
- WhatsApp Message Types
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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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