WhatsApp offers free customer service messaging to businesses

Meta said that the free tier conversations are now unlimited instead of capped at 1,000

by e4m Desk
Published: Nov 20, 2024 11:51 AM | 2 min read

WhatsApp has made its customer service messaging free for businesses. “We are updating pricing on the WhatsApp Business Platform to be simpler and more consistent with industry practices, encourage higher-quality messaging experiences for people, and better align with value delivered for people and businesses,” said Meta in its blog.

"Starting November 1, 2024, service conversations are free for all businesses (free tier conversations are now unlimited instead of capped at 1,000). As a reminder, a customer service window must be open between you and a WhatsApp user before you can send the user a non-template message," it added.

It has also announced a slew of other pricing updates for businesses.

"Effective November 1, 2024 — We are making service conversations free. Effective February 1, 2025 — We will expand authentication-international rates to 7 additional markets across APAC and EMEA. Effective April 1, 2025 — We are making utility templates free within the 24-hour customer service window. Starting April 1, 2025 — We will charge per message for template messages instead of per conversation,” said WhatsApp parent Meta on its website about the pricing update.

Till recently, service messages which included customer queries, etc. were charged 25 paise in India, while SMS for the same cost at least 12 paise-15 paise. Google’s rich communication service is also priced at around 25 paise In India.

Meta was recently in the news after the Competition Commission of India slapped a fine of Rs 213.14 crore on the WhatsApp parent, alleging the company abused its position of dominance. The regulator has also presented a cease-and-desist direction and specific behavioural remedies. Meta has plans to appeal the decision.

This decision is part of India’s broader crackdown on big tech’s monopolistic practices and data control. With digital advertising revenues growing and user data playing a key role in targeted marketing, regulators aim to ensure fair competition while protecting consumer rights.