What is WhatsApp per-message pricing?
Per-message pricing is WhatsApp's current billing model, in place since 2025, where businesses are charged for each delivered template message based on its category, rather than per 24-hour conversation.
Why WhatsApp per-message pricing matters
Your cost now scales directly with the number and type of template messages you send, so category choice and volume drive your bill.
Example
Sending 1,000 Utility templates is billed as 1,000 Utility messages, no matter how many fall inside a 24-hour window.
Related terms
- WhatsApp conversation-based pricing
- WhatsApp conversation categories
- WhatsApp Business API pricing 2026
- Full WhatsApp Business API glossary
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When did WhatsApp switch to per-message pricing?
Meta moved from conversation-based to per-message pricing during 2025.