Navigating WhatsApp’s New Per-Message Pricing: A Guide for Ghanaian Businesses

Meta Platforms has announced a significant shift in the pricing structure for its WhatsApp Business Platform, transitioning from a per-conversation to a per-message model effective July 1, 2025. This change aims to provide businesses with clearer ROI metrics and align WhatsApp’s pricing with other communication channels.

Understanding the New Per-Message Pricing Model

Under the new model, businesses will be charged for each message sent, replacing the previous 24-hour conversation window pricing. This approach offers a more precise measurement of engagement and costs, encouraging businesses to optimize their messaging strategies.

Key Changes and Their Implications

1. Free Customer Service Conversations: Starting November 1, 2024, service conversations became free for all businesses. This change reduces support costs, allowing companies to handle customer inquiries more efficiently within the 24-hour window.
2. Free Entry Point Conversations: Messages initiated by users through free entry points (e.g., WhatsApp Ads or Facebook Page Call-to-Action buttons) will open a 72-hour customer service window during which businesses can respond without incurring charges.
3. Utility Messages: Effective April 1, 2025, utility templates sent within a customer service window are free. This benefits businesses that rely on transactional messages, enabling real-time updates without additional costs.
4. Marketing Messages: With the per-message pricing, marketing communications may become more expensive. Businesses are encouraged to refine targeting strategies to ensure messages are relevant and cost-effective.

Impact on Ghanaian Businesses

For Ghanaian enterprises, Samuel Kwame Boadu, Founder at SamBoad believe these changes present both opportunities and challenges:

• Enhanced Customer Support: The elimination of charges for service conversations allows businesses to offer better customer support without worrying about escalating costs.
• Cost Management: While utility messages within service windows are free, marketing messages will incur costs per message. Businesses must strategize their messaging to balance engagement and expenses.
• Adoption of AI Chatbots: The integration of generative AI chatbots into WhatsApp can transform interactions, acting as sales assistants and driving e-commerce. This evolution could lead to significant revenue growth, with projections estimating additional revenues of up to $16.6 billion in 2025 globally.

Preparing for the Transition

To adapt to these changes, Ghanaian businesses according to SamBoad, a digital marketing company in Ghana believes should:

• Review Messaging Strategies: Analyze current messaging practices to identify areas where per-message costs can be minimized without compromising customer engagement.
• Leverage Free Service Windows: Optimize the use of the 72-hour free customer service window by addressing customer inquiries promptly and efficiently.
• Invest in AI Solutions: Consider implementing AI-powered chatbots to handle routine inquiries, enhancing customer experience and reducing manual intervention.
• Monitor Costs: Regularly assess messaging expenses to ensure alignment with budgetary constraints and adjust strategies as needed.

The shift to per-message pricing on the WhatsApp Business Platform requires Ghanaian businesses to reevaluate and adapt their communication strategies. By understanding the new pricing model and leveraging opportunities like free service conversations and AI integrations, companies can enhance customer engagement while managing costs effectively.

Stay informed about these changes and proactively adjust your business’s messaging approach to thrive in this evolving landscape.