WhatsApp's new CTA URL button messages: an opportunity to lower business messaging costs
Recently, Meta introduced two significant changes to its WhatsApp Business API: a new CTA (Call-to-Action) URL button Message and a revamped pricing structure (coming in July).
At charles, we already offer this CTA URL button message type within our platform’s Journeys feature.
These updates both present a great opportunity for brands to start using WhatsApp and also reduce their costs of using WhatsApp Business. We give you an overview of the changes and what they mean for you as a business and/or charles customer.
The new CTA URL button message: A great new Meta offering on the charles platform
Interactive CTA URL button messages are a specialized type of WhatsApp message that allow businesses to include clickable buttons with URLs that direct users to external websites, landing pages, or apps. These messages create a seamless way for customers to take action directly from their WhatsApp conversations.
Key characteristics of Interactive CTA URL button messages include:
- A message body with text explaining the purpose of the CTA
- A button with custom text and associated URLs
- The ability to direct users to a specific web destination without leaving the conversation context
- Support for dynamic URL parameters that can be personalized for each recipient
Meta's new interactive CTA URL button message offers two main advantages when sending WhatsApp messages:
- Streamlined setup: No pre-approval required, enabling faster implementation.
- Dynamic functionality: Supports dynamic URLs for personalized customer journeys.
One note of caution: This feature is designed for use within the 24-hour customer service window, so businesses need to be careful with event-triggered flows.
You can already set up this CTA URL button message in charles' Journeys
And what are the upcoming pricing changes in July?
In July, 2025, WhatsApp is transitioning from a conversation-based pricing model to a template-based system. This change significantly impacts how businesses are charged for their messaging.
Key aspects of the new pricing model include:
- Template-based pricing: charges now apply per marketing template message sent, rather than per conversation.
- Tiered pricing: costs vary based on the message category (Authentication, Marketing, Utility) and the destination country.
- Free user-initiated messages: responses to user-initiated messages within the 24-hour window remain free.
WhatsApp pricing terminology explained
Template
Templates are used in template messages to open marketing, utility, and authentication conversations with customers. Unlike free-form messages, template messages are the only type of message that can be sent to customers who have yet to message you, or who have not sent you a message in the last 24 hours.
Templates must be approved before they can be sent in template messages.
Conversation
Conversations are 24-hour message threads between you and your customers [until the new changes come into affect]. They are opened and charged when messages you send to customers are delivered.
[Note: the term conversation will no longer be used with regard to WhatsApp API pricing when the changes come into effect]
Conversation categories
Conversations, now being phased out, are categorized with one of the following categories:
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Marketing – Enables you to achieve a wide range of goals, from generating awareness to driving sales and retargeting customers. Examples include new product, service, or feature announcements, targeted promotions/offers, and cart abandonment reminders.
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Utility – Enables you to follow-up on user actions or requests. Examples include opt-in confirmation, order/delivery management (e.g., delivery update); account updates or alerts (for example., payment reminder); or feedback surveys.
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Authentication – Enables you authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).
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Service – Enables you to resolve customer inquiries. Initiated by customers.
Customer service window
Whenever a WhatsApp user messages you, a 24-hour timer called a customer service window starts (or refreshes if one has already been started).
With the exception of template messages, you can only send a message to a WhatsApp user when a customer service window is open between you and that user (i.e. the timer has not expired).
Unlike other message types, template messages can be sent to a user at any time, as long as the user has opted-in to receiving messages from you.
We already covered these changes and what they could mean for businesses in a blog post last year. For more information about Meta fees, see the current rates and updated rates.
How to use the new CTA URL button message with the upcoming pricing change
The introduction of the CTA URL button message aligns strategically with the new pricing model from Meta:
- Cost-effective engagement: CTA messages sent within the 24-hour window are free, leading to potential cost savings.
- Optimized customer journeys: the ability to include interactive elements without additional costs encourages more engaging, action-oriented communication.
- Reduced reliance on marketing templates: by encouraging customer-initiated conversations, businesses can shift more of their communication to the free messaging window and use fewer marketing templates.
What do these two changes mean for WhatsApp Business messaging costs?
According to our analysis:- High-volume senders need to consider the structure of their campaign sendouts, and automated flows to avoid increased costs due to the per-template pricing.
- Strategic use of the new CTA URL button message and the free messaging window can offset these increases. For example: Welcome flow costs across all new subscribers could be reduced by leveraging CTA URL button messages and user-initiated conversations.
Useful implementation ideas for businesses
To leverage these changes effectively, consider the following strategies:
- Optimize welcome flows and onboarding processes:
- Redesign welcome flows to use CTA UTL button messages, potentially reducing costs significantly
- Utilize dynamic URLs for personalized onboarding experiences
- Revamp customer service flows:
- Design interactions to maximize engagement within the 24-hour window
- Use CTA URL button messages for quick actions like appointment scheduling or account access
- Implement smart templating:
- Use smart templating to combine multiple use cases into single templates, reducing overall template count and associated costs
- Leverage free entry points:
- Utilize free entry points like click-to-WhatsApp ads to initiate conversations without incurring template message costs
- Focus on high-value communications:
- Prioritize messages that drive significant business value to justify template costs
- Consider using alternative channels for lower-value communications
Key takeaways
The combination of WhatsApp's new CTA URL button message and the revised pricing model can be a great opportunity for businesses to rethink their WhatsApp setup for further cost-efficiency. By strategically leveraging the free CTA messages within the 24-hour window and carefully managing template usage, businesses can enhance customer engagement while potentially reducing overall messaging costs.
By adapting swiftly to these changes, businesses can turn this new feature and revised pricing model into opportunities for growth and improved customer relationships.
To speak to our sales team, contact us here.
If you are a charles customer, please talk to your Success Manager or our Support Team via our platform. We'll help review your setup and make sure you’re ready for these changes.
