Earlier, if you sent any type of message on WhatsApp, be it marketing or transactional, a free 24-hour window would get activated. You could send unlimited messages to the customer at no cost during this time.
But now the free window only gets activated when the end user initiates the message. Plus, each template category is now charged at a different rate.
Last week, we spent time with several of our customers going over the changes. They were all struggling to make sense of the new structure and were unsure how to keep messaging costs under control.
So here’s what we’re advising.
Bundle your messages. If you’re pushing multiple updates to the same person in a day, group them into a single message. Keep the conversation tighter. It costs less and creates less noise for the customer.
Next, use quick replies wisely. When someone responds to your message, WhatsApp gives you a 24-hour window to send follow-ups for free. A simple “tap to reply” can open up a full day of cost-free communication.
And if a user has already engaged and the free window is about to close, nudge them before the 24 hours end. One last interaction resets the clock, and you continue without extra cost.
It’s also worth double-checking how your templates are classified. WhatsApp puts every template into three categories: Utility, Authentication, or Marketing, which is the most expensive. Sometimes, a message that should be Utility gets misclassified, and you end up overpaying without realising it. Fixing this is often just a matter of rewording.
You also get 72 hours of free messaging when someone reaches out through a Click-to-WhatsApp ad or a QR code. This is especially useful for onboarding or lead follow-ups. Just remember that if you use a marketing template in this window, the charges still apply.
And the change that can make a big difference to your costs is switching to MM Lite APIs.
We’re helping teams implement all of this right now.
If you want to do the same, reach out to me or anyone at Fyno. We’ll get you sorted.
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