Heads Up: Meta Changing WhatsApp Conversation Pricing Effective July 1

Resources Releases and Updates
, , , ,
1

What’s the change?

Effective July 1, 2025, HubSpot will align with Meta’s new WhatsApp pricing model by changing our unit of measure from “conversations” to “template messages.” This means that instead of being billed per 24-hour conversation window, customers will now be billed per individual message sent. HubSpot won’t be making any changes to the number of included units or the price of our limit increase. You can learn more about these changes from Meta here.

Before (Prior to July 1, 2025) After (Effective July 1, 2025)
Unit of Measure: Conversation Unit of Measure: Template Message
Included Capacity: 1,000 conversations/month Included Capacity: 1,000 template messages/month
WhatsApp Conversations Limit Increase ($70/mo USD): 1,000 conversations/month WhatsApp Messages Limit Increase ($70/mo USD): 1,000 template messages/month

Additionally, HubSpot will stop billing for “free entry point” conversations, which you can learn about here.

Why the change?

This change is primarily driven by Meta’s updated WhatsApp pricing model, which takes effect on July 1, 2025. HubSpot is also adopting this change to stay closely aligned with Meta’s pricing structure for the sake of simplicity and understanding of our customers.

How does this impact me?

If you use WhatsApp messages, there is no proactive effort required on your part - on July 1st, we’ll simply match the way that WhatsApp is changing the way they count and charge for messages instead of conversations. If following this change you find that your WhatsApp message capacity needs have changed and you need to purchase additional capacity, reach out to your HubSpot representative.

2

Hi there
Please can you clarify, as it says it is changing to per ‘template’ message, what about subsequent messages after a contact has engaged? Is that still open for 24 hours for customised messaging? Or is this saying it will now charge for every message someone sends?

3

:waving_hand:t3: Hi, I have a question regarding the recent update to WhatsApp’s pricing model.

Actually, we know that HubSpot includes 1,000 WhatsApp conversations per month in the Professional plans and above, and with the new model, this will change to 1,000 template messages per month.

I’m looking for clarity on a few key points to better understand the real operational impact:

  • Does the shift from 1,000 conversations to 1,000 template messages apply directly without changes to the current plans?
  • If I send one template to 100 contacts, will that count as 100 template messages? Or still as 1, since it’s the same template?
  • Will the $70 USD/month add-on for limit increase follow the same logic (i.e., 1,000 additional template messages, each counted per recipient)?
  • Does this change apply only to templates, or also to session/reply-based user messages?

We’re looking to anticipate how we should adjust our automations and workflows to maintain cost efficiency and campaign performance.

4

exactly - i do have the same concerns - would the reply messages upon engaging with the customer chat counted within the template message?