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WhatsApp Commerce Policy & Pricing Updates: Alcohol Promotions Now Allowed + New Per-Message Pricing Model in 2025

by | Feb 14, 2025

WhatsApp has updated its Commerce Policy and Pricing Model, expanding the scope of permitted industries and introducing the new per-message pricing model, unlocking new business opportunities while simplifying costs.
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What’s Changing?

Alcohol Promotions Now Allowed

Previously, alcohol-related promotions were banned on WhatsApp. However, under the new Commerce Policy update, businesses in selected countries, including Hong Kong and China, can now legally promote alcohol-related products, provided they follow local regulations and industry guidelines. Cheers, and welcome onboard alcohol brands

Other Updates to Regulated Verticals

WhatsApp has expanded permissions for other regulated industries, including:

✔ Online Gambling & Gaming – Allowed in:

  • Australia, India (state-specific restrictions apply), Japan, Colombia, Mexico, and Peru
  • Businesses must apply for permission from Meta and ensure compliance with legal regulations in the relevant country.

✔ Over-the-Counter (OTC) Drugs – Now permitted in:

  • Over 80+ countries, including Hong Kong, China, and Malaysia.
  • This update allows pharmaceutical brands to promote non-prescription drugs via WhatsApp legally.

These changes open up new opportunities for brands in regulated industries to engage directly with customers on WhatsApp, one of the world’s most powerful messaging platforms.

WhatsApp’s New Pricing Model (Effective April 1, 2025)

WhatsApp will transition to per-message pricing starting April 1, 2025, replacing the current 24-hour conversation-based pricing. This move will make WhatsApp more transparent and competitive compared to other messaging channels.

Major Pricing Changes:

✔ 1. All customer-initiated conversations will be FREE

  • A 24-hour conversation window will open whenever a customer messages a business.
  • Businesses can reply at no charge with free-form messages during this window.

✔ 2. All template messages will be charged per message instead of per 24-hour window

  • Businesses will now pay for each template message sent, improving clarity on costs and simplifying ROI comparisons across marketing channels.

✔ 3. Utility message templates will be FREE within a customer service window

  • If a customer starts a conversation, utility message templates (e.g., order updates, shipping confirmations) sent within 24 hours will be free. Utility message template sent outside the window will still be charged.
  • The 24-hour window extends each time a customer sends a new message.
  • Marketing templates and authentication templates sent during this window are still chargeable.
The illustration below shows the behavior of two utility template messages sent by a business on or after April 1, 2025. Utility template message um1 is free because it is sent while the customer service window is still open, but um2 is charged with the utility rate, because it is sent after CSW has closed.
WhatsApp 24-hour window extends

Free utility templates in the customer service window

✔ 4.Free Entry Points: Extended Free Messaging for Customers Engaging Through Ads & Links

  • If a user messages a business via a free entry point surface (such as Click-to-WhatsApp Ads, call-to-action buttons on Facebook page), a free 72-hour customer service window is opened.
  • During this 72-hour window, businesses can send free types of messages and utility template messages without any charge.
  • Marketing and authentication template messages are NOT covered under this free window and will still be chargeable.

This ensures seamless engagement with potential customers and provides businesses with an extended timeframe to nurture leads and answer inquiries before a charge applies.

✔ 5.Expansion of Authentication Template International Rates (Effective February 1, 2025)

  • Authentication template messages sent to users in Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa, and UAE will now follow authentication-international rates, just like in India and Indonesia.
  • This update ensures more competitive pricing for authentication messages across global markets, making it easier for businesses to verify users securely.

Key Dates to Remember

– November 1, 2024: Service conversations become FREE.

– February 1, 2025: Authentication-international rates expand to 7 additional countries.

– April 1, 2025: Utility templates within the customer-initiated 24-hour window become FREE.

– April 1, 2025: Per-message pricing goes live.

What These Updates Mean for Your Business

These updates make WhatsApp a cost-effective, high-impact platform for businesses across industries. With free customer-initiated conversations and simplified per-message pricing, businesses can:

Other Updates to Regulated Verticals

WhatsApp has expanded permissions for other regulated industries, including:

✔ Enhance customer engagement without worrying about rising costs

✔ Use free utility messages for seamless post-purchase interactions

✔ Leverage Free Entry Points to connect with potential customers without additional charges for text and utility messages

✔ Better measure ROI with clear per-message pricing

✔ Utilize Click-to-WhatsApp Ads to open up a 72 hours conversation window for more direct, effective marketing

Now is the best time to start building your WhatsApp business messaging strategy and optimize your campaigns for the new pricing model.