Beginning July 1, 2025, Meta will change WhatsApp Business Platform pricing from conversation-based to message-based billing. For businesses, is this good news? Absolutely - this change can help you save on costs by fine-tuning messaging strategies.

At Pingbix, we’re here to help you understand the shift, make smarter decisions, and stay cost-efficient without compromising on delivery or reach.

What’s Changing?

Old Model: Pay per 24-hour conversation window

New Model: Pay per message sent and delivered

From now on, every message you send is billable. Pricing depends on:

• Message Type – Marketing, Utility, or Authentication
• Customer Location – Based on country code

You’ll only be charged if the message is successfully delivered.

Message Categories: Know What You’re Sending

Understanding your message type is key to managing cost.

Note: If you include promotions in utility templates, they’ll be reclassified (and re-priced).

What’s Still Free?

Yes, there are still ways to send free messages under specific conditions:

• Customer-Initiated Chats: You can reply free for up to 24 hours. Every customer reply resets this window.
• Facebook Entry Points: If a user starts a chat by clicking a Facebook ad or button, you get a 72-hour free messaging window. But you must reply within 24 hours to activate this.

Save More with Volume-Based Pricing

WhatsApp now offers tiered pricing for Utility and Authentication messages.

If your monthly message volume increases, you unlock deeper discounts.

For example: If you send 3.2 million authentication messages in India:

• First 250K → Full rate
• Next 500K → 5% off
• Next 1.25M → 10% off
• Remaining 1.2M → 15% off

Result: Lower blended cost per message = higher ROI on communication.

How This Impacts Your Messaging Strategy

You’ll need to be more strategic than ever. Here’s what Pingbix recommends:

• Use the correct message category to avoid overpaying
• Schedule replies to maximize free windows
• Track volume by market to unlock discounts
• Clean up templates - no cross-category confusion

Trying to manage this across teams or vendors manually? That’s a risk. Pingbix solves that.

How Pingbix Helps You Stay Cost-Efficient

Pingbix is built to keep your WhatsApp strategy both smart and scalable. Here’s how:

• Smart Message Routing Automatically shift between WhatsApp, SMS, or email depending on cost and deliverability
• Template Intelligence Classify message types accurately to ensure proper billing and compliance
• Volume Monitoring Get alerts when you’re about to unlock a new discount tier
• Failover Logic If WhatsApp fails, fallback to SMS or email - so critical alerts never get missed
• Compliance Ready Pingbix helps you stay aligned with RBI, DPDP, and TRAI requirements

Pingbix clients in BFSI have already reported up to 40% savings on messaging costs and improved delivery for time-sensitive updates.

Final Thoughts

WhatsApp’s pricing evolution is a big shift - but with the right platform, it’s also a big opportunity. By partnering with Pingbix, you can:

• Take control of your messaging categories
• Use free windows to your advantage
• Track and optimize volumes
• Reduce spend without reducing engagement

Want to future-proof your WhatsApp strategy?

Connect with the Pingbix team today and let us help you unlock better communication at lower costs.