Meta has announced a significant update for the WhatsApp Business Platform, shifting to a message-based pricing model starting July 1, 2025. This change aims to simplify cost calculations for businesses and align with Meta’s broader suite of messaging solutions.
Key Changes
✅ Global Transition to Message-Based Pricing: Instead of session-based pricing, businesses will be charged per message.
✅ Free Utility Templates Within 24 Hours: Previously planned for April 1, 2025, this update will now take effect on July 1, 2025.
✅ Quarterly Pricing Updates: Meta will review and adjust pricing every three months.
✅ New Pricing Structures: Additional details will be shared soon.
Phasing Out the OBO Model: Transition to Shared Accounts
Meta is also retiring the On Behalf Of (OBO) model, encouraging businesses to adopt the Shared Account Model for better flexibility and security.
🗓 Transition Timeline:
📌 March 24, 2025 – New onboarding process for shared accounts becomes available.
📌 March 24 – September 30, 2025 – Businesses can migrate from OBO to Shared Accounts.
📌 September 30, 2025 – OBO onboarding will be disabled.
📌 October 1, 2025 – Meta will automatically migrate remaining OBO accounts.
WhatsApp Flows: Boosting Appointment Conversions
A recent case study from Apollo 24|7 in India demonstrated how WhatsApp Flows can improve appointment scheduling:
📊 49% increase in completed appointments
📊 72% rise in revenue per order
Strict Enforcement of Template Categories
From March 17, 2025, Meta will introduce penalties for businesses that misclassify message templates:
⚠️ Incorrectly categorized templates will be rejected.
⚠️ Businesses will be restricted from creating new utility templates for seven days.
⚠️ Repeated violations could extend the ban to 30 days.
For businesses using WhatsApp as a customer engagement channel, these updates require strategic adjustments. The transition to message-based pricing and the stricter compliance measures underscore the importance of aligning with Meta’s evolving standards.
