Updates to the price charged by Meta on the WhatsApp Business Platform (API)

From 1 July 2025, Meta will implement a new pricing structure on the WhatsApp Business Platform (API). The main purpose of these changes is to make it more advantageous for companies to use and models and to provide adequate value to user companies and customers.

The changes in force from this date include:

• Charge per message, not per conversation: Meta will no longer charge a fee per conversation open for 24 hours (as is currently the case, for example, in the Marketing category), but will apply a fee for each individual message sent.

• Free messages in the Utility category: messages belonging to this category, sent as a response to a user message within a previously opened customer service window, will become free, as a way of offering companies more flexibility in customer support.

• Tariff updates for utility and authentication messages: tariffs will be revised according to the different markets in order to keep prices competitive with alternative channels.

• Introduction of volume levels for utility and authentication: the implementation of volume levels will allow companies the opportunity to achieve more attractive prices as they increase the volume level.

• Specific rates for Marketing Messages Lite API: a specific pricing structure will be applied to messages sent via the Marketing Messages Lite API.

This update will be reflected on different platforms. As far as Closum is concerned, prices will remain unchanged for the time being. New price changes will be announced shortly after Meta has analysed the real impact of this change and officially communicated the new applicable rates.

Updated on: 15/07/2025