Genesys Cloud
Genesys Cloud to support WhatsApp’s new per-message pricing model

Announced on Effective date Aha! idea
2025-06-12 2025-07-07 -

In a future release, Genesys Cloud will support an update to the WhatsApp’s Business Platform pricing model, which will shift from a conversation-based model to a per-message billing structure. This change, driven by Meta’s global pricing update, aims to align WhatsApp with industry standards and promote higher-quality, context-relevant communications.

On July 1, 2025, Meta will replace its current conversation-based pricing model, which groups messages sent within a 24-hour window under a single charge, with a per-message pricing model for WhatsApp Business messaging.

Under this new model:

  • You will be billed per delivered message rather than per conversation window.
  • Charges will apply based on message type:
    • Marketing template messages – per delivered message.
    • Utility template messages – per delivered message outside the 24-hour customer service window.
    • Authentication template messages – per delivered message.
  • Free messaging allowances:
    • Utility messages within the 24-hour service window will be free.
    • Service Conversations will also be free and uncapped.
    • Customers will have up to 72 hours of free messaging after a customer-initiated interaction.

Note: Meta does not charge for inbound WhatsApp messages. Pricing applies only to outbound messages, and only when successfully delivered.

Meta is rolling out this pricing structure to:

  • More accurately reflect actual messaging usage.
  • Offer clearer cost predictability.
  • Support a broader variety of business communication scenarios.

This update offers more granular billing, improved cost control, and greater flexibility for organizations that use WhatsApp to engage with their customers.

Genesys Cloud will fully support this pricing change and continue to pass through WhatsApp’s official costs transparently, with no markup.

  • Your Genesys Cloud invoices will reflect the new model starting July 1, 2025, under the same passthrough line items:
    • WhatsApp Marketing Conversation Pass-Through
    • WhatsApp Utility Conversation Pass-Through
  • While the part names/SKUs remain the same, the charges are calculated based on the new per-message rates.
  • Billing transition – Depending on your billing cycle, your first invoice following July 1 may include a mix of charges:
    • Conversation-based charges for usage before July 1.
    • Per-message charges for usage on/after July 1.

No technical changes are required to continue using WhatsApp through Genesys Cloud. However, Genesys recommends that you take the following steps:

  • Review your current and projected WhatsApp message volumes.
  • Assess the potential impact on your monthly billing.
  • Plan accordingly to manage costs under the new structure.

For more information about Meta’s new pricing model, see these resources:

You can also continue to monitor real-time usage and spend analytics for your WhatsApp Business Account via the Insights tab in WhatsApp Manager.