REFER THIS ARTICLE TO KNOW GUPSHUP SIDE CHANGES FOR PMP
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UPCOMING
1. Switch from per conversation to per message pricing
Beginning JULY 2025 (instead of May 2025 as announced earlier), Meta is changing WhatsApp Business Platform pricing from per conversation to per message. This adjustment as per Meta provides simplified ROI comparisons. Pricing per message aligns with Meta’s other paid messaging solutions and provides a clearer ROI comparison with other communication channels.
What does it mean?
With per-message pricing, WhatsApp fee will be charged at -
- Per message for each marketing template
- Per message for each authentication template
- Per message for each utility template sent outside of a customer service window
Thus, the concept of 24-hour conversation window will only work for Free Tier Conversations (Service conversations) and not for business-initiated template messaging.
Check out the pricing here. (As per recent Meta rate cards, the pricing at per conversation will be same for per message)
When does it start?
Meta is NOT rolling out per-message pricing in two phases. Per-message pricing will apply to ALL businesses on July 1, 2025. For each waba, their waba timezone 00:00 hours on July 01 will be applicable for this change.
How to prepare?
Gupshup will start to make changes in the billing webhook, analytics and wallet as per the new 'PMP' per message pricing model instead of 'CBP' conversation based pricing model. We shall reach out to you once we prepare for the changes guiding you to get prepared in time.
No change in free entry point conversations, except they will reflect 'messages' instead of 'conversations'. Read more
2. Utility templates within customer service window to become free
Effective July 01 utility templates sent within a 24 hour customer service window will be free for all businesses. Utility templates sent outside a customer service window will continue to be charged the utility rate.
What this means?
This is an opportunity to trigger automated campaigns and post-purchase interactions such as order management, delivery and service updates, feedback collection, account updates and more within this free window.
3. [NEW as on 20th May 2025] Updated Pricing for Utility & Authentication Messages from July 01, 2025
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New per-message rates will apply for both utility and authentication categories across multiple markets.
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These rates are designed to be on-par with alternative messaging channels.
Highlights :
- Utility per message price decreased for few regions -
Country Conversation fee (USD) Per message fee (USD) effective July 01, 2025 1 Argentina 0.034 0.0289 2 Brazil 0.008 0.0068 3 Mexico 0.01 0.0085 4 Rest of Asia Pacific 0.0157 0.0113 5 Rest of Central & Eastern Europe 0.0353 0.0212 6 Rest of Middle East 0.0157 0.0091 7 Rest of Western Europe 0.03 0.0171
- Utility per message price increased for Indonesia from $0.02 to $0.025
- Authentication rate decreased in most regions except Egypt, India, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa and UAE.
Check rate card here (applicable currency)
4. [NEW as on 20th May 2025] Volume-Based Pricing Tiers Introduced w.e.f July 01, 2025
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Businesses will now be automatically eligible for discounted rates as they scale, thanks to newly introduced volume tiers for utility and authentication messages.
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Tiers are market–category specific: They differ for e.g. Brazil–Utility vs. Brazil–Authentication, and the markets map to those in our rate card (inc. Rest Of Regions).
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Tiers reset monthly: At the start of the next month, volumes reset to 0 and tiers apply based on volumes of that month
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These will be eligible at a BM level
Check tier based pricing here (applicable currency)
EXAMPLE -
Volume tier for Utility Brazil :
Suppose if a BM has a WABA1 on BSP–A
and a WABA2 on BSP-B
and a WABA3 with Meta direct.
Their total utility volume sent to Brazil across wabas is 3 million messages in a month.
If the BM overall reaches 3rd tier, here's how it will get calculated at an aggregate level :
5. [NEW as on 20th May 2025] Template Category Updates w.e.f July 01, 2025
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Meta is refining the definition of utility templates to ensure they remain relevant and engaging. Some use cases may move between categories.
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Updated category guidelines will go live with the pricing changes.
For a template to be categorized as utility, it must meet the following additional criteria:
- Must be non-promotional, not containing any promotional or persuasive intent.
- Must be either (1) specific to, or requested by, the user (clearly related to their order, account, services, or transactions), or (2) essential or critical to the user (e.g., to ensure user safety).
This means that starting July 1, 2025, Meta will:
- Categorize newly-created templates per their updated definition of utility.
- Update any approved templates to their respective category (utility or marketing), based on their updated definition of utility. Consistent with today, businesses will receive webhooks and email notices confirming template category updates.
The Template Category Explainer PDF by Meta linked below reflects the new utility guidelines, and highlights all current template category guidelines across all message template categories.
Template Category Explainer PDF
6. [NEW as on 23rd May 2025] Aligning Per-User Marketing Limits with Upcoming Per Message Pricing Changes
Gradually rolling out from late Q2 2025, the per user marketing limit will align with upcoming per-message pricing changes. Previously, the limit only applied to marketing template messages that would normally open a new marketing conversation, and businesses could send one additional marketing template message if a marketing conversation is already open between you and a WhatsApp user.
Now businesses will be able to send an unlimited number of marketing messages, however each message delivered will now count towards the per user marketing limit. One exception is, if a person responds to a marketing message it will start a 24h customer service window. Marketing messages sent within this window will not count towards a person’s limit.
7. [NEW as on 2nd June 2025]MM Lite prices to be at par with Cloud API
No more 10% discounted rate card for MM Lite from H2 - i.e. July 01, 2025
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WHAT's LIVE
[LIVE] Effective August 1, 2024 Meta has lowered utility rates for most regions to stay competitive with alternative channels and encourage businesses to bring more end-to-end post-purchase customer journeys to WhatsApp.
Refer current rate card here
[LIVE] Effective October 1, 2024 Meta has updated marketing rates in specific markets to better reflect the value delivered by marketing messages - thus leading to an increase in the UAE, Saudi Arabia, and India, and a decrease in rates in the UK.
Refer current rate card here
Meta has also informed us that, moving forward, rates may be updated more frequently, up to quarterly, with approximately 30 days' notice.
[LIVE] Starting November 1, 2024, service conversations are free to help businesses stay connected with their customers on WhatsApp. Also Utility rates for 'Rest of Africa' region are lowered. Refer current rate card here
No change in free tier conversations (Service) as they are no more capped at 1000 w.e.f Nov 01, 2024
[LIVE] Expanded Global Reach for Authentication Messages and Changes to Authentication rates :
On February 1, 2025, international authentication rates will apply in 7 additional markets: Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa, and the United Arab Emirates. Effective Feb 1, 2025 the authentication rates are also be lowered in these given markets. Check out the pricing here.
Meta will start to count the number of authentication conversations you open with WhatsApp users across India, Indonesia and the seven additional markets when determining your eligibility for authentication-international rates, w.e.f Jan 01 2025.
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