WhatsApp’s new pricing will accelerate the adoption of its business messaging services

WhatsApp revised the pricing of its application-to-person (A2P) messaging service, WhatsApp for Business, in July 2025. The new prices are lower and provide businesses with more flexibility. The service is now priced per message, rather than per 24-hour conversation window; previously, businesses would lose out if they sent just one message in that window. In addition, businesses that send large volumes of messages to customers are now eligible to receive discounts.

WhatsApp is mainly targeting low- and middle-income countries with its new pricing. It aims to capture the A2P market in those countries before RCS business messaging (RBM) is commercially available worldwide and the shift from SMS to RBM accelerates. WhatsApp will be in a favourable position to adjust its prices, which are currently well below SMS pricing, once it gains a significant market share.