WhatsApp Business Platform Pricing Updates: What You Need to Know 2024

1. Service Conversations Are Now Free (Effective November 1, 2024)
One of the most significant updates is the removal of the cap on free(User-initiated conversation) service conversations. Previously, businesses could only conduct 1,000 free service conversations per month.

Starting November 1, 2024, service conversations on WhatsApp Business are entirely free, allowing unlimited interactions during a customer service window.

This update will greatly benefit customer support teams.

Example: If a user messages a business outside of regular hours, an chatbot can respond immediately with a text, while a customer service agent follows up with more details—all at no cost to the business within the service window.

2. Free Utility Templates Within the Customer Service Window (Starting April 1, 2025)
Utility templates—messages typically used for sending order confirmations or payment reminders—are crucial for automating business communications.

Effective April 1, 2025, utility templates will be free if sent within the 24-hour customer service window. If sent outside this window, businesses will be charged the standard utility message rate.

Example: When a customer inquires about their order status, businesses can reply with a utility template within the 24-hour window without incurring a charge. Outside of this window, a utility template will be charged.