📣 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 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.