WhatsApp Business Platform for health apps: pricing and providers
How Meta's per-message pricing works since July 2025, free service windows, choosing a provider, and the privacy questions a health chatbot on WhatsApp must answer.
- Global
- India
Key takeaways
- From 1 July 2025, marketing and utility templates are billed per message, not per 24-hour conversation.
- A 24-hour customer service window opens when a user messages you; free-form replies and utility templates inside it are free.
- Conversations started from a qualifying ad or Facebook call to action get a 72-hour free entry window.
- Utility and authentication rates can fall with volume tiers; check Meta's current rate card per country.
- Using WhatsApp does not settle your health privacy duties: consent, retention and model data flows remain yours.
How does WhatsApp Business pricing work now?
Since 1 July 2025, Meta bills marketing and utility template messages per delivered message. A customer service window opens for 24 hours each time a user messages you. Inside it, free-form replies are free and utility templates are free; outside it, you need a paid template.
| Message type | Inside 24-hour window | Outside the window |
|---|---|---|
| Free-form reply | Free | Not allowed |
| Utility template (reminders, confirmations) | Free | Charged at the utility rate |
| Marketing template | Charged | Charged |
| Authentication template | Charged | Charged |
| Any message after a click-to-WhatsApp ad | Free for 72 hours | Not applicable |
How do providers compare?
| Option | What you get | Consider |
|---|---|---|
| Meta Cloud API, direct | Lowest cost, full control | You build inbox, flows and monitoring |
| Twilio | Mature APIs across channels | Pricing adds a per-message fee |
| Gupshup | Strong in India, conversational tools | Check data storage location |
| 360dialog | Lean API access at low markup | Fewer built-in tools |
| Health-focused platforms | Flow builders used by NGOs and health programmes | Check AI and data-handling controls |
Provider fees and features change often; check each provider’s current pricing page.
What privacy questions should a health bot on WhatsApp answer?
Where messages are stored and for how long, which vendors see message content, whether identifiers reach the AI model, how users withdraw consent, and how a crisis message reaches a human. Write these down before launch; regulators and partners ask.
What works well for health on WhatsApp?
Voice notes for low-literacy users, short replies, quick-reply buttons for triage, utility templates for reminders inside the free window, and a clear path to a human for crisis or clinical questions.
Frequently asked questions
Is it free to answer users' health questions on WhatsApp?
Replies inside the 24-hour window that opens when a user messages you are free, as are utility templates sent inside it. Messages you start outside the window use paid templates.
Should we use Meta's Cloud API or a provider?
The Cloud API is cheapest and gives direct control. Providers add inboxes, flow builders, analytics and support, for a markup or subscription. Health teams often choose based on where data is stored and logged, not just price.
Is WhatsApp HIPAA compliant?
No provider can make a product compliant on its own. US covered entities need a business associate agreement with every vendor that handles PHI, and should check whether WhatsApp and their provider will sign one before sending PHI.
Sources
- Pricing on the WhatsApp Business PlatformMeta for Developers
- Pricing updates on the WhatsApp Business PlatformGupshup docs · 2025
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