Meta plans to introduce changes to the pricing policy of the WhatsApp Business Platform, which will take effect on October 1, 2026. Following this change, companies will have to pay for sending so-called 'Utility Messages,' such as order confirmation notifications and delivery updates.
Although WhatsApp has become not only a communication tool on smartphones, companies actively use it to interact with customers—from confirming online orders to sending OTP codes. However, starting October 1, 2026, the cost of this service for entrepreneurs may increase as Meta changes its pricing policy.
One of the key changes is the introduction of fees for certain utility messages sent within the 24-hour free window after receiving a message from a customer. Previously, within the 24-hour customer service window, businesses could send various replies and utility messages without paying for the broadcast. Now, starting October 1, payment will be required for such messages as order confirmations and delivery updates.
Nevertheless, responses to customer inquiries, the first 1000 service responses for each business phone number, will remain free. After exhausting this limit, a fee will be charged for additional service responses according to the market rates of the respective market.
According to Meta's new pricing structure, the standard rate for utility messages in India is 11.5 paise per delivered message. After adding 18% GST, the total cost will be approximately 13.6 paise per message. For example, if a company sends 1000 paid utility messages per month, the base cost will be 115 rupees, and with GST, about 135.70 rupees.
For marketing messages in India, the rate is set at 86.31 paise per message, while for authentication messages, such as OTPs, the rate is 11.5 paise per message. All these base rates are stated before the application of GST.
Under Meta's new pricing system, a free limit has also been established for entrepreneurs: the first 1000 service responses monthly will be free for each business phone number. If a business sends 1500 service responses in a month, the first 1000 will not be charged, and the remaining 500 will incur the corresponding market rate.
Meta has also maintained a 72-hour free window for conversations initiated through Click-to-WhatsApp ads or via a call-to-action button on a Facebook page. This means that if a customer starts a dialogue with a business through a Facebook page or an ad, messages sent by the business within the next 72 hours will not be subject to Meta's commission.
This system is particularly important for entrepreneurs who use Facebook and WhatsApp together to reach customers.
These changes will not directly affect regular WhatsApp users. Customers will not have to pay for sending messages to businesses, and businesses will not charge customers for receiving order updates or delivery notifications. This pricing change applies exclusively to the WhatsApp Business Platform. The new price structure will not apply to regular WhatsApp or the WhatsApp Business app.
Thus, using WhatsApp for regular customers will not become more expensive starting October 1st. Companies and entrepreneurs who mass-send messages through the WhatsApp Business Platform will feel the impact of these changes. The cost of such messages may increase, depending on the mailing strategy and the total volume of messages sent.