WhatsApp Business API pricing model in UK
In March 2024, WhatsApp was the most popular mobile app for smartphone or tablet users in the United Kingdom, with an audience reach of 86 percent.
In addition to being the go-to instant messaging app for casual conversations between family or friends, many UK businesses use it for customer engagement, launching marketing campaigns, and sales retargeting.
In this article, we’re going to talk about everything you need to know about using WhatsApp Business API in the UK, what it can do for your business growth, and how you can get started. We will show show the WhatsApp Business account price and costs associated to it for a business owner.
How to set up WhatsApp Business API in the UK
When UK consumers spend an average of 28 minutes on WhatsApp messaging their friends and family daily, it’s a wise decision to leverage this powerful platform for engaging customers.
Responding to this demand, Meta has tailored WhatsApp Business API to equip businesses with features for more efficient selling. Let’s take a look at a simple comparison:
In order to use WhatsApp Business API, users are strongly encouraged to partner with global business solution providers (BSPs) that are messaging experts in the field of enterprise businesses and customer communications, for example, like SleekFlow, to connect with customers via WhatsApp.
Once you have access to WhatsApp Business API through a BSP, businesses can utilise WhatsApp links to make it easier for customers to contact them, and use a WhatsApp Manager to better manage the surge in conversations!
Learn more about the Official WhatsApp Business API, or head to our Youtube video for a more detailed overview:
Factors that affect the WhatsApp Business API costs
If you’re an existing WhatsApp Business API or prospective user, you should pay attention to the two following factors that may affect your monthly spending on the app. Here are the WhatsApp Business account price and costs in the UK.
1. WhatsApp Business API costs for the UK
Previously (and during the transition period before July 1, 2025):
Charges were primarily based on 24-hour conversations. A conversation window opened when either a business sent the first message or replied to a user, and all messages (both business- and user-initiated) within that 24-hour window were part of that single conversation charge.
Conversations were categorized into:
User-initiated (service) conversation: A conversation that begins when a customer sends your business a message first. For this type of conversation, businesses can reply with free-form messages instead of just Template Messages.
Business-initiated conversation: A business-initiated conversation starts when businesses reach out to customers by sending a Template Message. There are 3 types of Template Messages that can be used for this type of conversations:
The new pricing model for WhatsApp Business in UK (Effective July 1, 2025 onwards):
On 10 October, 2024, Meta announced major changes to the WhatsApp Business Platform (API)’s pricing model, designed to simplify costs and enhance flexibility for businesses.
From July 1, 2025, businesses using the WhatsApp Business API will be charged for each Template Message sent.
What is a Template Message?
Template messages are pre-approved message for business-initiated conversations. Outbound notifications like delivery alerts and appointment reminders will fall under utility conversations and cannot be used for marketing purposes.
However, you have to take note that there is a customer care window in which user-initiated conversations will end 24 hours after the last message your customers sent. After this 24-hour window, businesses will have to begin a new conversation with a template message. Any other types of messages sent outside the 24-hour window will fail to reach the user.
In the UK, the cost per conversation in USD is:
WhatsApp Business API pricing is determined by Meta and is subject to change. For the latest rate card, please refer to Meta’s website.
Other major changes & Key phased updates:
Beyond the shift to per-template charges, Meta has rolled out several significant updates affecting how businesses are billed and can optimize costs:
Service conversations (user-initiated conversations) are now entirely free, replacing the previous limitation of 1000 free service conversations per month.
Meta introduced Authentication-international rates, covering 7 new markets, including Malaysia, Pakistan, Egypt, Nigeria, South Africa, Saudi Arabia, and the UAE and reducing rates in existing markets. This initiative aims to standardize the costs associated with messages like One-Time Passwords (OTPs) and account verifications, reflecting regional market dynamics.
Starting July 1, 2025, businesses can use utility templates for free if it's sent within the opened customer service window.
We’ve outlined everything you need to know about the latest WhatsApp Business pricing update, along with practical strategies to help your business adapt seamlessly and efficiently.
2. WhatsApp Business Solution Provider (BSP) pricing in the UK: SleekFlow
Meta provides the API, but businesses typically access it through a BSP like SleekFlow. BSPs offer a platform, additional features (like automation, CRM integration, multi-agent inbox), and support.
SleekFlow offers flexible and transparent pricing for WhatsApp Business API services. Visit our pricing page for more details.
SleekFlow supports seamless migration. For detailed migration steps, read our documentation. You can retain your green tick, number ratings, approved templates, and more.
Calculate your own WhatsApp API costs for sending messages
Did you know that you can calculate your WhatsApp messaging cost using SleekFlow's WhatsApp pricing calculator?
3. Conversation entry points and Template Message usage
As previously noted, when a customer reaches out to you, the following 24-hour period is considered the customer care window. Once this window closes, businesses must restart the conversation with a template message, which incurs a charge.
However, if your customer contacts you via the CTA button on your Click-to-WhatsApp ads or your Facebook Business Page, this window is extended from 24 hours to 72 hours. During these 3 days, you can send free-form messages or utility template messages for business-initiated conversations without incurring any charges.
For instance, if a business sends a marketing template message followed by two utility template messages, it would normally be charged three times (once for the marketing template and twice for the utility templates). However, if the two utility templates are sent after the customer replies (i.e., within the open customer care window), the business will only be charged once (for the initial marketing template).
Understand the billing process
Once your business starts implementing the WhatsApp Business API, it is of utmost importance for you to learn how to view payments and understand the invoice.
When creating a WhatsApp Business account, the system requires you to apply for a line of credit. After the application has been approved, a monthly invoice will be shown in the 'Payment Settings' section within your WhatsApp Business Manager.
As mentioned above, the invoice that includes all spending associated with the same WhatsApp Business Manager will be emailed to users during the first week of each month. The payments can then be settled by bank transfer to the Facebook bank account listed on each invoice. To avoid late payment charges, fees should be paid within 30 days following the invoice date.
The billing process is even simpler for SleekFlow customers!
All you need to do is top up your WhatsApp credits through the SleekFlow platform and the WhatsApp fees will be automatically deducted depending on your usage.
Want to outcompete your peers with SleekFlow's help?
Book your personalised demo with SleekFlow today and unlock the potential of seamless communication
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