# New Per-Message Pricing

These updates take effect on **July 1, 2025**, and will influence your messaging costs when using BizMagnets.

## **WhatsApp's New Per-Message Pricing**

WhatsApp is fundamentally changing its billing model from the current **per-conversation** approach to a new **per-message pricing model**.

This means that starting July 1, 2025, you will be charged for **every message delivered** to your customers. The cost per message will depend on:

1. **Message Category:** Each message will be categorized as either **Marketing**, **Utility**, or **Authentication**, and each category will have a distinct price.
2. **Recipient’s Country Code:** Pricing may vary significantly based on the country where your customer is located.

{% hint style="info" %}
Crucially, if you send multiple different message types within a single interaction or to the same customer, each individual message will be billed separately based on its category.
{% endhint %}

## **What Remains Free?**

### **1. 24-Hour Customer Service Window**

When a customer sends a message to your business, a 24-hour free window is activated.

During this period, you can send unlimited free-form messages (e.g., text replies, canned responses, bot replies) and Utility template messages without charge.

**Important:** Each new message from the customer resets this 24-hour window.

### **2. Free Entry Point Conversations (72-Hour Window)**

If a customer initiates contact with your business through a Click-to-WhatsApp Ad or a Facebook Page button, you qualify for an extended 72-hour free window.

Within this 72-hour period, you can send any message type (including all template messages) at no cost.

**Conditions:**

* You must respond to the user's first message within 24 hours of them sending it.
* The 72-hour free window begins after you send your initial response.

***

Here’s what’s changing, what remains the same, and how it affects your business:

* **New Pricing Model** – Transitioning from conversation-based billing to **per-message pricing**.
* **What Stays the Same** – Free inbound messages (customer replies within 24 hours).
* **Impact on Your Business** – More transparent and flexible billing based on actual message volume.

#### **Example:**

* **Monday 9 AM**
  * Customer: "Help! My login isn't working" *(free inbound message)*
  * You: Send Authentication template (one-time passcode) → **Free** *(within 24h window)*
* **Monday 2 PM**
  * You: Follow-up text "Did the OTP work?" → **Free**
  * Customer: "Yes, thanks!" *(resets 24h window)*
* **Tuesday 3 PM** (25 hours later)
  * You: Marketing template "Try our premium features!" → **Charged** *(outside 24h window)*
* **Wednesday 10 AM**
  * Customer clicks your Facebook ad → **72h free window opens**
  * You: Send 3 Marketing templates → **All Free** *(within new 72h window)*

**Total Charges:** Only 1 Marketing message (sent Tuesday) was billed. All other messages were free within their respective response windows.

## **WhatsApp Business Message Pricing Breakdown**

<table><thead><tr><th>Message Type</th><th width="235" align="center">Within 24-Hour Window</th><th align="center">Outside 24-Hour Window</th></tr></thead><tbody><tr><td>Free-form messages (text, canned, bot)</td><td align="center">Free</td><td align="center">Not allowed</td></tr><tr><td>Utility templates</td><td align="center">Free</td><td align="center">Charged</td></tr><tr><td>Marketing templates</td><td align="center">Charged</td><td align="center">Charged</td></tr><tr><td>Authentication templates</td><td align="center">Charged</td><td align="center">Charged</td></tr><tr><td>72-hour ad window messages</td><td align="center">Free</td><td align="center"> Not allowed</td></tr></tbody></table>