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Pricing

What was conversation-based pricing?

Conversation-based pricing was the WhatsApp Business Platform model from February 2022 to 30 June 2025: a business paid once for each 24-hour conversation window, categorised as marketing, utility, authentication or service based on the message that opened it, with any number of messages inside the window included. Meta retired it on 1 July 2025 in favour of per-message pricing.

Updated 29 Aug 2026 · 1 min read

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On this page
  1. Why it matters
  2. In VGraple CRM
  3. Related terms

PRICING

Conversation-based pricing (retired)

Conversation-based pricing was the WhatsApp Business Platform model from February 2022 to 30 June 2025: a business paid once for each 24-hour conversation window, categorised as marketing, utility, authentication or service based on the message that opened it, with any number of messages inside the window included. Meta retired it on 1 July 2025 in favour of per-message pricing.

per message pricingservice conversationmarkup

Conversation-based pricing (retired) in one line

Why it matters

Most pricing content online still describes conversations, free monthly conversation allowances and "the first 1,000 conversations are free", none of which exist now. Understanding the change explains why cost estimates from 2024 tools and blogs are wrong and why single-message campaigns became relatively cheaper.

In VGraple CRM

All cost estimates, reports and pricing pages use the current per-message model with country rates updated as Meta publishes them; the pricing page shows Meta's charges separately from VGraple CRM plans.

Per-message pricing, Service conversation, Markup.

Frequently asked questions

Is there still a free tier of 1,000 conversations?
No. That allowance ended with the model in July 2025; service conversations are free without a cap.
Did prices go up or down?
It depends on behaviour: businesses that sent many messages per conversation pay more; those that send one message per campaign pay less.
Do service conversations still exist?
The 24-hour window still exists and is free; it is just not billed as a conversation.
GlossaryWhat is WhatsApp per-message pricing?GlossaryWhat is a service conversation?GlossaryWhat is a markup on Meta's WhatsApp rates?

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