Digital presence has become a key pillar for banks in how they connect with customers. In this context, WhatsApp Business stands out as one of the most widely used tools by financial institutions to provide information, answer questions, and support customers in real time.
Starting July 1st, 2025, this channel will undergo a significant change: Meta is switching its pricing model to charge per message sent instead of per conversation. This new approach requires rethinking how communication is managed through this channel.
In this article, you’ll learn:
- What the new pricing means for the financial sector.
- How to adapt your communication strategy without losing effectiveness.
- Which alternative channels to consider, and how Latinia can help you orchestrate them.
New WhatsApp Business pricing model
Starting July 1st, 2025, WhatsApp Business will implement a new pricing model based on individual messages, replacing the previous system of charging per conversation. Until now, businesses have paid a fixed fee for each 24-hour communication window, categorized by conversation type (service, utility, authentication, or marketing).
With the new model, charges apply to each delivered template message, providing more granular cost control.
Messages will still be categorized, but with different rates per message:
- Marketing messages: charged for each template used, with prices that may vary by region.
- Authentication messages: also charged per send, including international rates in certain markets.
- Utility messages: free if sent within an open 24-hour customer service window, but billed if sent outside that timeframe.
- Service messages: since November 1st, 2024, free for all businesses within the customer care window.
This new model also requires technical adjustments to company systems, as new parameters are added to the API webhooks to identify the message type, its category, and whether it is billable.
Implications of the new pricing for banking
The change from conversation-based to message-based pricing in WhatsApp Business introduces new factors that financial institutions need to consider when managing this channel. Beyond the economic impact, the change presents challenges and adjustments on several fronts:
- Strategic evaluation of the channel: It will be important to define more clearly what types of messages are sent, when, and for what purpose, prioritizing those that deliver value to the customer and ensuring continuity of notifications through mechanisms like Channel Rerouting, which allows messages to be redirected when the primary channel doesn’t confirm delivery.
- Personalization as a key criterion: Generic communications may be less effective in this new context, encouraging a review of content and its relevance for each user profile.
- Multichannel orchestration: Coordination between channels becomes even more important. Choosing WhatsApp or another channel should depend on factors such as the urgency of the message, its nature, and user preferences.
- Operational and technical review: Internal processes will need to be reviewed, template management controlled, and the traceability and compliance of each message ensured.
- Team training: Teams responsible for managing this channel may need specific training to adapt to the new conditions and ensure efficient use aligned with service goals.
How to adapt to the new banking communication landscape
The recent change in WhatsApp Business’s pricing model introduces a new operational framework for financial institutions using this channel. In this context, factors such as message relevance, audience segmentation, and channel selection play an important role in planning communications.
At Latinia, we share two strategies to help optimize banking communication in this new environment.
Personalize the customer experience
Mass or generic messaging can lead to unnecessary costs and reduced effectiveness, making it even more important to segment and tailor each message to the customer’s profile and timing.
Personalization in this channel means identifying what type of content is relevant for each user and when. This requires working with up-to-date data and tools that enable audience segmentation, sending rule definitions, and automated responses based on predefined criteria.
Additionally, using WhatsApp Business efficiently means integrating it into a broader communication strategy that defines when it’s the most appropriate channel, what types of messages should be prioritized, and how it aligns with customer preferences.
Working with technology providers who make segmentation and control over sent communications easier can be key to ensuring each interaction delivers value—for both the institution and the end user.
Listening to the customer: Adapting the channel to their preferences
In today’s context, it’s not just about what message is sent, but also through which channel. Effective communication management requires considering the customer’s preferences and allowing them to choose how they want to receive certain types of messages.
Offering this option is part of a user-centered strategy, where respecting customer choices contributes to a more relevant and less intrusive experience. For channels like WhatsApp Business, this means assessing when its use is appropriate and how to integrate it with other available contact methods.
Being flexible enough to adapt communication to each person’s preferred channel can help improve message reception, increase effectiveness, and avoid overloading sensitive touchpoints.
Banking communication alternatives to WhatsApp Business
The recent change in WhatsApp Business’s pricing model introduces new factors to consider when using it as a communication channel. While its popularity and reach still make it a relevant option, its use should be evaluated based on the type of message, the context, and the goals of each interaction.
In this environment, having a multichannel strategy becomes even more important. Combining different channels allows communications to be adapted to the specifics of each situation, balancing effectiveness, relevance, and cost control.
Below, we review some of the main alternatives, highlighting their advantages and limitations for banking communication.
Supporting banks in the evolution of their communication
In an environment where regulations, technology, and customer expectations are constantly evolving, banks need to make increasingly informed decisions about how, when, and through which channel to communicate.
At Latinia, we are committed to the continuous improvement of banking communication. Our goal is to help institutions deliver the best possible experience to their customers by acting as a channel orchestrator, providing real-time intelligence, and offering strategic support.
As part of this commitment, we offer our Partner Program to banks, an initiative that makes it easier to access specialized and verified technology providers across different communication channels, such as WhatsApp, SMS, and others. This network helps reduce search time, ensures quality standards, and aligns solutions with each institution’s real needs.
Turn omnichannel orchestration into a strategic advantage and take your bank to the next level with Latinia. Contact us today to learn more about our Partner Program and our powerful real-time messaging solutions.
Categories: Strategy