WhatsApp Business, the go-to platform for many UAE-based companies to communicate with customers, is set to introduce new pricing changes starting July 1, 2025. Meta, the app’s parent company, has confirmed that registered businesses using the platform will soon be charged per message, rather than per conversation, as part of a shift to simplify and align pricing with industry standards.
These upcoming changes will mainly affect marketing, authentication, and utility template messages. Charges will apply based on the recipient’s country code, introducing regional pricing variations. However, companies that use the platform more frequently may benefit from tiered pricing models that offer better rates with increased message volumes.
That said, not every interaction will incur a cost. Businesses will still benefit from a 24-hour customer service window. During this time — which resets every time a customer sends a new message — businesses can respond freely using both free-form and utility messages without any charges. Charges will only apply to marketing messages sent outside this free window.
It’s also worth noting that this update does not affect individual users of WhatsApp Business. Many users in the UAE operate both WhatsApp and WhatsApp Business accounts to manage personal and professional communication, and they can continue doing so without additional charges.
