WhatsApp Business Updates in a Nutshell:

1. You can now chat with ChatGPT on WhatsApp

2. Incoming service conversations are now free on WhatsApp

3. International authentication rates are being expanded to seven new markets across APAC and EMEA

4. Utility templates sent within a customer service window will be free

5. WhatsApp is switching to a per-message pricing model from a per-conversation model

Six years ago, businesses struggled to create personal connections with customers. While social media platforms and email marketing bridged some gaps, they lacked the immediacy and intimacy of direct messaging. 

So what changed in 2018? 

WhatsApp Business was launched! This revolutionized how brands communicate with their customers because marketers didn’t have to rely solely on impersonal emails or generic social media posts anymore. 

Ever since then, the platform has been evolving to transform customer engagement. Fast-forward to 2024, WhatsApp Business is not just a communication tool; it is a full-fledged marketing powerhouse with over 966 million monthly active users worldwide. 

This year, Meta has rolled out transformative WhatsApp Business updates, including pricing changes, to revolutionize customer interactions. Let’s explore these updates and how they’ll change your WhatsApp marketing in 2025. 

WhatsApp Pricing Changes And What It Means For Your Business

Pricing changes were a major part of the 2025 WhatsApp Business updates. One of these changes has already been implemented in November 2024, while the rest will be introduced next year.

Incoming Service Conversations are Now Free on WhatsApp

Businesses used to be charged 45 cents per incoming service conversation after the first 1,000 free messages. However, Meta announced that all incoming service conversations in WhatsApp Business will be free from November 2024.

If you're a business that handles about 10,000 user-initiated service conversations per month, here's how the cost changes with Meta's update:

‍How does this help your brand?

The obvious benefit is the cost savings. You can now revamp your client engagement strategy without worrying about the costs of these conversations. 

Thanks to this update, you can improve your customer service and scale your business without the added costs.

If you’ve been using the platform to interact with customers, you probably already know this. But here are some other updates that are scheduled to be implemented in 2025:

Expansion Of Authentication International Rates To Markets Across APAC and EMEA

In June 2024, Meta introduced authentication-international rates for India and Indonesia. They are planning to expand these rates to seven new markets, including:

• Malaysia
• Egypt
• Nigeria
• Pakistan
• Saudi Arabia
• South Africa
• UAE

With this change, businesses can access the same authentication rates across these regions starting on February 1, 2025.

Free Utility Templates Within the 24-Hour Customer Service Window

Does your business rely heavily on transactional messages? We’ve got some great news for you! (Well, Meta does).

From April 1, 2025, utility templates sent within a customer service window will be free. Your team can resolve L1 issues that have a 24-hour TAT without any additional costs.

For instance, let’s say a customer reaches out with a question about your return policy. Now, you can instantly provide detailed information, share a link to the returns page, and even guide them through the process step-by-step—all without worrying about extra costs. You could also recommend other products they might love within the same conversation. It’s a win-win for service and sales.

Per-Message Pricing

Meta is set to switch from per-conversation to per-message pricing in 2025. This change will be rolled out in two phases, with phase 1 implemented on April 1, 2025, and phase 2 on July 1, 2025. 

Does this mean WhatsApp marketing will become pricier?

It depends on how your business uses the platform. Let’s look at how this model can benefit you.

Currently, WhatsApp charges you per conversation. This covers all messages exchanged in a conversation within a 24-hour window. While this model might work for some, it can be challenging to measure the value of each conversation—especially when you’re only sending a single message, like for marketing or authentication purposes. 

If you're used to SMS pricing, where costs are calculated per message, WhatsApp’s current pricing model may feel unnecessarily complex.

Now with Meta moving to a per-message pricing structure, you can calculate ROI more accurately. This shift also makes it easier to manage costs and aligns more closely with traditional messaging platforms.

That said, you’ll still need to remember that the costs might vary based on the templates used and the international authentication rates. The costs will change for:

• Per delivered marketing template message
• Per delivered authentication template message
• Per delivered utility template message (if it is delivered outside of the 24-hour customer service window)

Whether you’re using the WhatsApp Business App or WhatsApp API, this new pricing model challenges you to prioritize quality over quantity in your messaging. When you tailor your WhatsApp Marketing campaigns to be more targeted, you can control costs effectively and turn customers into loyal fans. 

Customer Engagement on Steroids 

While we've covered upcoming changes for 2025, let's look at powerful features that are already revolutionizing customer engagement on WhatsApp Business right now.

Chat With ChatGPT on WhatsApp

Here’s some exciting news for all the ChatGPT lovers—you can now chat with ChatGPT directly on WhatsApp!

OpenAI’s 1-800-ChatGPT is an experimental feature launched this Christmas as a part of the “12 Days of OpenAI” celebrations. 

Now, you can text the number +18002428478 on WhatsApp and connect with ChatGPT directly. You could also use this QR code to chat with the AI:

There might be moments when your team is unsure how to answer a customer query. ChatGPT can save the day in such instances and make the customer experience all the more enjoyable.

P.S. If you’re in the US, you can also call ChatGPT through WhatsApp. 

WhatsApp Flows

Last year, Meta launched interactive WhatsApp flows to make customer interaction seamless on the WhatsApp Business platform. This allowed businesses to create a customizable & interactive secondary interface within WhatsApp. 

You no longer have to rely on a 2-way chat to collect customer responses. You can design step-by-step journeys that guide customers through actions like booking appointments, placing orders, or sharing feedback—all without leaving the chat. 

You might be using this feature to address customer queries instantly and earn their loyalty. 

Maybe now it’s time to go beyond customer interactions and think about leveraging the data from these flows to architect customer journeys. 

Overwhelmed By All The Changes?

We get it! It’s not easy to keep track of all these changes and focus on building a brand. With the year ending, you’re probably juggling between wrapping up campaigns, setting new goals, and analyzing ROI. 

But don't worry; ZEPIC is here to lighten the load. You will get transparent pricing based on your WhatsApp usage on our platform—so you don’t have to stress about the details. 

We also simplify the complexities of WhatsApp marketing, helping you segment customers, create workflows, and manage your campaigns seamlessly. 

Let us help you navigate this shift with ease.

‍