WhatsApp pricing update and Message limit changes on Oct.

WhatsApp Pricing Update on Oct.

WhatsApp will officially adjust message fees in certain countries and regions starting October 1, 2025.

Key Changes

This update involves the following countries/regions:

• United Arab Emirates (UAE): Marketing message rates increase

• Colombia: Utility and Authentication message rates increase

• Mexico: Marketing message rates decrease

• Saudi Arabia, Argentina, Egypt: Utility and Authentication message rates decrease

• Zimbabwe: Reclassified from “Other” to “Rest of Africa”, which results in overall lower rates

Pricing Adjustments (Comparison: Current vs. Effective October 1)

Region	Type	% Rate Change
United Arab Emirates	Marketing	↑ 30%
Colombia	Utility and Authentication	↑ 300%
Mexico	Marketing	↓ 30%
Saudi Arabia	Utility and Authentication	↓ 7%
Argentina	Utility and Authentication	↓ 10%
Egypt	Utility and Authentication	↓ 30%
Zimbabwe	Utility and Authentication	↓ 48%
Zimbabwe	Marketing	↓ 63%

Please contact your account manager or our customer service to get detailed pricing.

Upcoming changes to messaging limits

Messaging Limit Will Transition from WhatsApp Phone Number Level to BM Level

Messaging limits are currently calculated and set on a per-number basis. Starting October 7, 2025, messaging limits will instead be calculated and set on a business portfolio basis, and will be shared by all business phone numbers within each portfolio.

Existing business portfolios will have their messaging limit set to the highest limit of any phone number within their portfolio (e.g. if a portfolio has a phone number with a limit of 100K and other phone numbers with lower limits, the portfolio's limit will be set to 100K).

These changes will result in:

• Faster access to higher limits, with upgrades within 6 hours (compared to the current 24 hours) and immediate access to the portfolio's limits for newly registered numbers.

• Greater flexibility, allowing you to have as many phones as needed without requiring additional phones to access higher limits, since all phones share the portfolio's limit.

• Reduced administrative burden and operational costs, by minimizing the need for unnecessary phone numbers.

Changes:

Where are limits set?	On individual business phone numbers. For example, phone number A could have a limit of 10K but phone number B could have a limit of 100K.	On individual business portfolios. For example, a portfolio with two business phone numbers could have a limit of 100K, and both phone numbers share the 100K limit.
Starting limit for newly created business portfolios	Not applicable	250
Starting limit for a newly registered number	250	Shares the messaging limit set on the business portfolio.
Limit upon becoming eligible for automatic scaling	1,000	2,000
Time to increase limit via automatic scaling	Limit increased 24 hours after meeting criteria.	Limit increased 6 hours after meeting criteria.
Phone number quality states	The Flagged phone number quality state is possible. If your business phone number quality rating has been set to Flagged for the last 7 days, we will decrease its limit by one level, immediately.	The Flagged phone number quality state is no longer possible. If your business phone number quality rating drops, its messaging limit will not be downgraded.
Automatic scaling criteria	Your business phone number is connected Your business phone number quality rating is Medium or High) In the last 7 days, your business has utilized at least half of your current messaging limit	You are sending high-quality messages across all of your business phone numbers and templates. In the last 7 days, your business has utilized at least half of your current messaging limit
Throughput eligibility requirements	For a business phone number to become eligible for 1,000 messages per second: The business phone number must be able to initiate an unlimited number of messages in a rolling 24-hour period. The business phone number must be registered for use with Cloud API. If the number is registered for use with On-Premises API, it must be migrated to Cloud API first. The business phone number must have a Medium quality rating or higher.	For a business phone number to become eligible for 1,000 messages per second: The business portfolio associated with the phone number must have an unlimited messaging limit. The business phone number must be used to message 100K or more unique WhatsApp user phone numbers, outside of a customer service window, within a moving 24-hour period. The business phone number must have a Medium quality rating or higher. If you meet our eligibility requirements, we will automatically upgrade your business phone number to 1,000 mps within 12 hours.