Starting July 1st, META is changing its pricing model — what does this mean for you?
‼️ The main change:
The current 24-hour conversation-based pricing model will be removed.
Messages sent using templates will now be charged per message.
🎥 I explain in this video what this means in practice 👇
The 24-hour window will still apply to incoming messages (when a customer initiates a conversation or interacts with your first template).
🆓 Utility templates sent in response to a customer message will be free
This is a minor change that only affects brands using automated replies other than plain text.
💰 What are the pricing changes for sending WhatsApp messages?
WhatsApp pricing remains unchanged.
Moving from a 24-hour window pricing model to a per-template pricing model does not affect message costs.
The cost of a marketing message in France remains €0.1186
The cost of a utility message remains €0.025
📣 What to keep in mind for your upcoming campaigns?
☀️ Important: This change applies starting July 1st.
For your summer sales launch campaigns, you can still take advantage of the 24-hour window and benefit from the current (legacy) pricing.
What stays the same?
The 24-hour window still applies to inbound messages (when a customer initiates the conversation or interacts with your first template).
“Utility” templates sent in response to a customer message will be free of charge.
This change is minor and only affects brands that want to send automated responses that are not plain text.
What changes for WhatsApp message pricing?
WhatsApp pricing remains unchanged.
Switching from 24-hour conversation pricing to per-template pricing does not affect the cost.
The cost of a marketing WhatsApp message in France remains €0.1186 and €0.025 for utility messages.