WhatsApp Business Platform is becoming a strategic channel for marketing, customer support, and even transactional experiences.
Since its launch, WhatsApp Business Platform has become a key part of digital customer journeys. But to make the most of the channel, it’s crucial to understand how messages are billed—especially in Switzerland—and how pricing will evolve in 2025.
Here’s a clear and up-to-date breakdown to help you optimize your campaigns, costs, and ROI.
Conversation-Based Pricing (Current Model)
Since November 2024, WhatsApp has charged for services based on a 24-hour window called a conversation.
Each conversation is triggered when a template message is delivered or when a user initiates a chat. It is categorized into four pricing categories:
- Service conversations: Initiated by the user, usually involving support requests or post-purchase info. As of November 1st, 2024, these conversations are free for all businesses, including those using AI-powered chatbots.
- Marketing conversations: Initiated by the business, they include promotional offers, product recommendations, or any proactive engagement messages.
- Utility conversations: Transactional messages such as order confirmations, shipping updates, or appointment reminders.
- Authentication conversations: Used to send one-time passcodes to verify user identity during login or sensitive actions.
Here’s a summary of the message types:
|
Type
|
Trigger
|
Typical Usage
|
| Service |
User → Business |
Support, FAQs, response to inquiry |
| Marketing |
Business → User |
Promotions, newsletters, product recommendations |
| Utility |
Business → User |
Order confirmations, appointment reminders, delivery updates |
| Authentication |
Business → User |
Security codes or OTPs |
Free use cases:
- Service conversations (user-initiated) are 100% free, even with AI assistants or chatbots.
- Conversations resulting from Click-to-WhatsApp ads or Meta buttons are free for up to 72 hours across all types.
- The first 1,000 service conversations per month are also free, even via the API. Of course, pricing may vary due to CHF/USD exchange rate fluctuations...
WhatsApp Business API Pricing in Switzerland:
|
Conversation Type
|
Rate per 24h session
as of March 2025
|
| Service |
Free |
| Marketing |
CHF 0.05 |
| Utility |
CHF 0.03 |
| Authentication |
CHF 0.04 |
Source (March 2025): WhatsApp Business
Message-Based Pricing from July 2025
Starting July 1st, 2025, WhatsApp will introduce a new pricing model, “per-message pricing,” for template messages sent outside of a service conversation window.
What’s changing:
- Each template message will be billed individually.
- Utility templates sent within a service window remain free.
- Standard non-template messages sent during an open conversation are also free:
|
Message Type
|
Billed in 2025?
|
| Marketing template |
✅ Yes |
| Utility template (outside service window) |
✅ Yes |
| Authentication template |
✅ Yes |
| Standard message during open window |
❌ No (Free) |
| Utility template within service window |
❌ No (Free) |
Still Free:
- Replies within 24h of a user message
- Messages from Click-to-Chat campaigns within 72h
Why It’s Great for Your ROI
- Zero-cost customer support → Automate FAQs and post-sales service for free.
- High-impact marketing → WhatsApp’s cost per conversation is lower than Google Ads, Meta CPC or SMS, with a +90% open rate.
- Flexibility and rich features → Product catalogs, CTA buttons, payment (e.g., TWINT), AI assistants…
How to Optimize Your WhatsApp Campaigns & Costs
-
Leverage Free Messages
- Automate as much customer support as possible: it’s free and improves satisfaction.
- Run Click-to-WhatsApp campaigns: unlock a 72h free window for all message types.
-
Manage Your Templates Strategically
- Group marketing content into fewer templates to avoid triggering multiple paid sessions.
- Avoid redundant reminders—each template will count.
-
Measure Performance
- A WhatsApp message costs less on average than a Google click or SMS, with a 90%+ open rate.
- Use tracking and attribution tools to measure conversation-based cost per conversion.
By integrating WhatsApp Business Platform into your communication strategy—and adapting to its pricing—you can offer a better customer experience while controlling operational costs.
