Businesses using the WhatsApp Business Platform will see their messaging costs increase from October 1. Meta will begin charging for service messages from October 1, 2026. As a result, some replies sent by businesses during conversations initiated by customers will also no longer be completely free. Meta has said that service message rates will be aligned with the utility and authentication message rates applicable in each market.
Businesses directly integrated with the WhatsApp Business Platform or using the service through a Solution Provider must add a payment method to their accounts by September 30. If they fail to do so, delivery of their service messages will be stopped from October 1. The change is expected to affect businesses that rely on WhatsApp for customer support, order updates, complaint responses and other service-related communication.
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What Are Service Messages?
Service messages are non-template messages sent with the help of a customer service representative or a third-party AI system. These messages can only be sent when a 24-hour customer service window is open with a customer. This means businesses cannot use service messages to initiate a new conversation with customers.
Until now, such non-template service messages were free. This arrangement has been in place since November 1, 2024. In addition, certain utility messages sent within the 24-hour customer service window after a customer initiated a conversation have been free since July 1, 2025. From October 1, this will change, with charges applying to both service messages and utility messages sent during the open customer service window.
How Much Will WhatsApp Business Messages Cost in India?
Meta published the market-specific rates that will take effect on October 1 on September 1. In India, Meta Business Agent accounts will use the Indian rupee as the billing currency. According to Meta, service message rates in India will match the rates applicable to utility and authentication messages.
AI-powered Meta Business Agent messages follow a separate pricing structure. Meta began charging for these messages on a token basis from August 1. The charge covers both AI processing and message delivery. The global rate is $2 per 1 million tokens. A typical message may use around 20,000 to 25,000 tokens, resulting in an estimated cost of about 4 to 5 cents per message. More complex interactions can consume more tokens and therefore increase the cost.
Will Businesses Be Charged Twice?
Meta has clarified that businesses will not be charged twice for the same message. If a reply is generated by a human or a third-party AI system, it will be classified as a service message and charged on a per-message basis. If the response is generated by Meta Business Agent, the separate token-based Business Agent charge will apply.
Meta has provided an example of a customer conversation under the new pricing structure. A conversation involving one marketing message, two Meta Business Agent responses, one service response and one utility message could result in five charges. Under the previous structure, only the marketing message would have been charged.
What Must Businesses Do Now?
Businesses using the WhatsApp Business Platform must add a payment method by September 30. Credit and debit cards are available as payment options. Eligible businesses can also use a credit line with Meta and receive monthly invoices. Visa and Mastercard card payments became available on September 8.
The free entry-point window for customers coming to WhatsApp through advertisements remains unchanged. Messages sent within that window after a customer reaches WhatsApp through an ad that clicks to WhatsApp will continue to be free for message delivery. However, AI messages generated through Meta Business Agent may still incur separate token-based charges.
The420 Takeaway
For businesses that use WhatsApp heavily for customer support, the October 1 change makes routine customer conversations a new cost consideration. Companies should review message volumes, understand which replies will be billable and ensure their payment method is configured to avoid disruption to service messages.
About the author — Ayesha Aayat writes on cybercrime, digital safety, and emerging online threats. Her work focuses on public awareness, legal clarity, and technology-driven risks.
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