WhatsApp develops animated themes and clarifies business API costs

WhatsApp is expanding its customization features and business utility options. The platform is reportedly developing new chat themes, including a ‘Destacado’ category that features subtle animated backgrounds, alongside ‘Doodle’ and ‘Minimalist’ styles.

For businesses, the cost structure of WhatsApp involves three distinct layers: the free WhatsApp Business App, the paid WhatsApp Business Platform (API), and third-party automation tools. While the basic app is free, businesses requiring automation, CRM integration, or multiple users must use the API.

Costs for the API are determined by Meta’s fixed per-message rates, which vary by category—marketing, utility, authentication, and service—and by the destination country. Additionally, businesses pay fees to Business Solution Providers (BSPs) who manage the API connection. While Meta’s rates are generally non-negotiable for most, businesses can negotiate the markups applied by their chosen BSPs.