Heads Up: Meta Changing WhatsApp Conversation Pricing Effective July 1

[Shane_Janssens]

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.