
21/07/2025
WhatsApp’s July 2025 switch to per-message billing is a wake-up call for India Inc. The country alone accounts for over 580 million active WhatsApp users and more than 15 million businesses on WhatsApp Business, many of whom were used to sending unlimited promotional messages for a flat fee. The spike in pricing sensitivity couldn’t come at a worse time, or is perfectly timed, depending on your creativity.