What is the WhatsApp Business API?
The WhatsApp Business API enables medium and large businesses to automate, personalize, and scale their communication on WhatsApp. It’s commonly used for sending alerts, OTPs, order updates, promotional messages, and offering customer support — all through an official and secure business profile.
In 2025, Meta is introducing major pricing changes that directly affect how businesses use WhatsApp — especially those using bots, automation, and serving large customer bases. At Nextwebi, we’ve summarized all key updates and how they will impact your messaging strategy.
???? Key Pricing Changes – Effective July 1, 2025
- Per-message pricing will replace conversation-based billing.
- Utility messages sent in response to a user’s message will be free.
- Updated pricing for utility and authentication across several markets (including India).
- Volume-based pricing tiers introduced for utility and authentication—send more, pay less.
- Refined definition of utility based on user engagement patterns.
- Localized billing for India coming in H2 2025.
- Zero-tap authentication on iOS (already live on Android) to enhance user experience.
???? WhatsApp Message Types, Rates & Best Use Cases (India)
| Message Type | Rate (India) | Example Message | Best Use Case |
|---|---|---|---|
| Marketing | ₹0.7846 / msg | “Enjoy 20% off your next purchase! Click to shop now.” | Promotions, re-engagement, product launches, cart reminders |
| Utility | ₹0.115 / msg | “Your order #4521 has shipped. Track it here: [link]” | Order updates, confirmations, shipping, service reminders |
| Authentication | ₹0.115 / msg | “Your login code is 728451. Do not share this code.” | OTPs, 2FA logins, password resets |
| Service | FREE | “Where is my order?” → “It’s on the way!” | Replies to customer queries within 24 hours |
???? New for 2025: If the user messages first, your utility reply is now free.
???? International Authentication Messaging
For global businesses, authentication messages to international numbers follow different pricing. As of February 2025, WhatsApp has introduced international rates in:
- UAE, Saudi Arabia, Nigeria, South Africa, Malaysia, Egypt, Pakistan
???? Average Cost: ₹2.30 per message (varies by country)
???? What Are Volume Tiers?
Starting July 2025, WhatsApp will offer volume-based pricing for utility and authentication messages:
| Volume Range (monthly) | Discounted Rate |
|---|---|
| 0 – 100K messages | Standard rate |
| 100K – 1M messages | Discount applies |
| 1M+ messages | Maximum volume discount |
???? Your business gets better rates automatically as your messaging volume grows.
???? WhatsApp Bot-Based Conversations: What’s Changing?
If your business uses chatbots or automated flows:
- Per-message pricing applies to all bot messages outside the 24-hour service window.
- Free replies apply only if the customer initiates the conversation.
- Bots must now be optimized to prompt the user to engage first and reduce marketing message volume.
???? Smart Strategy:
- Mix automation with human escalation
- Trigger session messages only when needed
- Use service messages within the 24-hour window for cost-free support
???? Industries Most Impacted
| Industry | Why It’s Affected |
|---|---|
| E-commerce & Retail | High usage of marketing, shipping updates, and bots |
| Healthcare | Appointment reminders, test report delivery, and follow-ups |
| EdTech | Regular student engagement, onboarding, and assignments |
| Fintech | High volume of OTPs, payment alerts, and transactional updates |
| Travel & Hospitality | Booking confirmations, schedule changes, and promotions |
| Customer Support BPOs | Automated chatbots with large inbound and outbound message volumes |
???? Optimization Tips for 2025
- Encourage customers to message first to open free windows
- Use marketing messages wisely—ensure targeting and timing are relevant
- Watch your template classifications—check Meta’s updated guidelines
- Monitor volume—you might qualify for discounts
- Select a cost-efficient BSP with transparent pricing
???? Power Your WhatsApp Strategy with Nextwebi
At Nextwebi, we help businesses implement the WhatsApp Business API with:
- Smart automation and bot workflows
- Integrated CRM and message tracking
- Compliance with new template guidelines
- Scalable architecture for high-volume messaging
???? Contact us today to prepare your messaging infrastructure for the 2025 pricing model.
