WhatsApp To Charge Businesses For Service Messages From Oct 1

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WhatsApp is set to change the way businesses are charged for customer conversations on its platform. Starting October 1, 2026, Meta will begin charging businesses for service messages that have so far been available for free.

The change will apply to businesses using the WhatsApp Business Platform in India and other markets. Under the new system, service messages will be charged on a per-message basis, with rates matching the existing utility and authentication message prices in each market.

Meta has also set a September 30 deadline for businesses to add a payment method to their accounts. Businesses using a Solution Provider or a direct integration that do not have a payment method on file by then could stop receiving service-message delivery once the new charges take effect.

Meta said businesses without a payment method on file by September 30 will no longer have service messages delivered from October 1, when the new pricing comes into effect.

WhatsApp Business Messages: What Is Changing?

Meta already charges businesses for several types of WhatsApp messages, including marketing, utility and authentication template messages.

However, some customer-service messages have remained free. Non-template service messages have been free since November 1, 2024, while utility messages sent during an active 24-hour customer service window were also free from July 1, 2025.

That changes on October 1.

From that date, Meta will start charging for service messages as well as utility messages sent in response to customers.

Service messages are non-template replies sent by a human customer service agent or by an external AI system. They can only be sent while a customer’s 24-hour service window is open, meaning businesses cannot use this message category to start a new conversation.

How Much Will WhatsApp Business Messages Cost In India?

The exact cost will depend on the market. Meta says service-message pricing will be aligned with the rates it charges for utility and authentication messages in each country.

For India, Meta Business Agent accounts use Indian rupees as the billing currency. For global Business Agent pricing, Meta converts the applicable dollar rate into INR using the daily exchange rate when the message is delivered.

Meta published the rates that will apply from October 1 on September 1.

Businesses should therefore check the applicable India rate for their account and message category rather than assuming that all WhatsApp Business messages will carry the same charge.

Meta Business Agent Messages Have A Separate Pricing Model

AI-powered conversations have already moved to a paid model on WhatsApp.

Since August 1, Meta has been charging for messages handled by Meta Business Agent using a token-based system. One charge covers both the AI processing and delivery of the message.

Meta’s global rate is $2 per 1 million tokens. According to the company, a typical message can consume around 20,000 to 25,000 tokens, translating to roughly 4-5 cents per message. More complicated interactions can use more tokens and therefore result in higher costs.

These AI charges are separate from the new service-message pricing.

What Changes For Businesses From October 1?

After the new pricing system begins, non-template messages sent by businesses will fall into either the Service category or the Meta Business Agent category.

If a response is generated by a human customer service representative or a third-party AI system, it will be treated as a service message and charged accordingly.

If Meta Business Agent generates the response, the message will instead be subject to the separate token-based pricing system.

Meta has clarified that businesses will not be charged twice for the same message.

The company illustrated the change using an example involving a customer conversation containing one marketing message, two Meta Business Agent responses, one service response and one utility message. Under the pricing structure taking effect October 1, all five messages would generate charges. Previously, only the marketing message would have been charged.

Businesses Have Until September 30 To Add A Payment Method

Businesses using WhatsApp Business through a Solution Provider or direct integration need to make sure a payment method is registered before the deadline.

September 30, 2026 is the final day for businesses to add their payment details. Meta says it will stop delivering service messages from October 1 for businesses that do not have a payment method on file.

Meta has also expanded payment options for Meta Business Agent accounts. Credit and debit cards are now supported, with Visa and Mastercard becoming available from September 8. Eligible businesses can alternatively use a Meta credit line and receive monthly invoices.

WhatsApp’s Free Entry Window Remains

The change does not eliminate every free messaging opportunity for businesses.

Meta will continue to offer the existing free entry-point window for conversations that begin after a user reaches a business on WhatsApp through an advertisement that clicks to WhatsApp.

Message delivery during this window will remain free. However, businesses using Meta Business Agent can still incur the separate AI token charges even when the message delivery itself falls within a free window.

The October 1 change therefore primarily affects businesses that rely on WhatsApp for ongoing customer support, particularly those sending service responses after customers initiate conversations. Businesses using the platform will need to account for the new per-message charges and ensure their payment details are in place before the September 30 deadline.