At Picky Assist, we closely follow every update from Meta to ensure our customers stay ahead of the curve. Meta has announced a significant update to the WhatsApp Business Platform pricing, which will come into effect on July 1, 2025. These changes are designed to simplify billing, offer better value, and align WhatsApp’s pricing with global messaging industry standards.
Here’s a breakdown of what’s changing, what it means for your business, and how Picky Assist will help you adapt seamlessly.
🔄 From Conversations to Per-Message Pricing
Currently, WhatsApp charges businesses based on conversation windows. From July 1, 2025, that will change. Meta is introducing per-message pricing across all categories.
Why this matters:
- You’ll pay only for the messages sent, not for an entire 24-hour session.
- This aligns WhatsApp with how SMS, email, and most messaging platforms charge – making budgeting and comparisons easier.
💬 Free Utility Messages – Yes, You Read That Right!
Utility messages sent in response to a user’s message will now be completely free.
What qualifies as a utility message?
These are messages related to:
- Order confirmations
- Shipping updates
- Appointment reminders
- Account or subscription alerts
Only messages triggered by the user (like replying to a query or clicking a CTA from your website or ad) will be free.
At Picky Assist, our automation tools and flows can help you structure conversations to take full advantage of this pricing – ensuring more of your essential messages go out at zero cost.
📈 Volume-Based Discounts Are Coming
To encourage more adoption and scalability, Meta is introducing volume tiers for utility and authentication message types. This means:
- The more you send, the less you’ll pay per message
- Tiers apply automatically based on your usage
- This is ideal for businesses that rely on transactional or secure communication, such as eCommerce, fintech, healthcare, and logistics
We’ll soon roll out a volume usage dashboard inside Picky Assist to help you monitor and optimize your tier.
🆕 Updated Utility & Authentication Pricing
Meta will revise rates in several countries to ensure pricing is on par with alternative messaging channels like SMS or email. New per-message rates will be published soon.
Our team at Picky Assist will update the pricing calculator and billing models in your dashboard so you can plan your campaigns with precision.
🔄 Refined Message Categories & Template Review
The definition of utility templates is being refined to ensure that users find them relevant. Some templates may be reclassified between marketing, utility, and authentication categories.
Picky Assist’s template manager will:
- Help you identify reclassified templates
- Guide you in optimizing them for the correct category
- Keep you compliant with WhatsApp’s template rules
🔐 Zero-Tap Authentication for iOS Coming Soon
Meta is also investing in a seamless user experience for iOS. Their zero-tap authentication feature, already available on Android, is now coming to iOS. It enables one-tap account verification through WhatsApp without needing to leave the app.
If you’re using WhatsApp for OTPs or login verification, Picky Assist can integrate these flows into your CRM securely.
📅 Key Dates to Remember – Effective from July 1, 2025
- Per-message pricing goes live (conversation pricing ends)
- Utility messages in response to users become free
- Volume-based pricing tiers apply for utility & authentication
- New pricing rates published for select markets
- Updated template category definitions come into effect
How Picky Assist Will Support You
We’re already working to:
- Update your pricing dashboards
- Reclassify templates based on Meta’s new guidelines
- Build automation to route more messages as “free utility”
This pricing shift by Meta is a strategic move to drive deeper business engagement through WhatsApp – rewarding businesses that create meaningful, user-initiated experiences. At Picky Assist, we believe this change opens up more cost-effective and scalable ways to engage your customers.
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