Meta is making major moves with the WhatsApp Business API, and Indian businesses need to pay close attention. Starting July 1, 2025, WhatsApp’s global pricing model is undergoing a fundamental shift; one that will impact how you budget, strategize, and communicate via this powerful messaging platform.
Whether you’re sending OTPs, running campaigns, or managing support flows, here’s your essential guide to navigating the new WhatsApp Business pricing in India.
1. Per-Message Billing is the New Normal
Say goodbye to the familiar 24-hour conversation window pricing. Under the new model, every template message sent outside the support window will now be billed individually. That means precise message management becomes crucial for cost control.
Action Tip: Audit your existing flows to identify messages sent beyond 24 hours. Reassess template use to avoid unnecessary charges.
2. Free Utility Messages Within the 24-Hour Window
Here’s some good news: utility messages like OTPs, payment updates, and delivery confirmations sent within 24 hours of a user-initiated message will remain free.
This gives brands an incentive to drive user engagement and respond faster—boosting both CX and savings.
3. New Volume-Based Discount Tiers
Meta is introducing automatic discounts for high-volume users. As your monthly message count grows, your per-message rates for utility and authentication categories drop.
Action Tip: If your business relies heavily on messaging, consider scaling your outreach to benefit from these lower pricing tiers.
4. Revised Utility Template Classifications
Meta is now classifying utility templates based on user engagement signals and sentiment data. As a result, templates that were once considered “utility” might be reclassified as marketing or authentication, which come with different pricing.
Action Tip: Review all current templates. Use Meta’s updated categories to avoid unintentional charges under higher-priced segments.
5. Lite API Marketing Messages Priced Like Cloud API
If you use the Lite API for sending marketing messages, brace yourself for a change. These messages will now be billed at the same rate as Cloud API marketing messages, eliminating any pricing advantage.
WhatsApp Business API India Rates (Effective July 1, 2025)
Here are the updated per-message rates (in INR):
| Category | Rate (INR) |
| Marketing | ₹0.7846 |
| Utility | ₹0.1150 |
| Authentication | ₹0.1150 |
| Authentication (International) | ₹2.3000 |
Note: Prices exclude applicable taxes and may slightly vary based on currency exchange. Volume discounts apply automatically.
View official pricing: WhatsApp Pricing Table
At Digital Shout, we specialize in helping businesses launch, optimize, and scale their WhatsApp marketing and support operations. From message flow strategy to template management, we ensure your communication is both cost-effective and conversion-focused.
Need help navigating the new pricing? Let’s talk.
