Meta to end free WhatsApp service replies from October 1

Meta to end free WhatsApp service replies from October 1

Meta is set to monetize customer support on the WhatsApp Business Platform by introducing per-message charges for service replies and utility messages delivered within the 24-hour customer service window, effective October 1, 2026. Under the new pricing model, non-template service replies sent by human executives or third-party AI tools will be billed at standard local utility rates—fixed at ₹0.115 per message (excluding GST) in India, without volume-based pricing discounts. Each business phone number will receive a monthly allowance of 1,000 free service messages, after which delivered messages will be billed, while utility messages sent within the window will lose their free status and incur charges from the first message delivered.

The move marks a significant shift in Meta’s enterprise messaging strategy, bringing an end to the free tier for service messages introduced in November 2024 and utility window exemptions enacted in July 2025. Meta has warned that enterprise accounts without a valid payment method on file by September 30, 2026, will face an immediate disruption in service message delivery once the new billing rules take effect.

For messages generated through Meta’s native Business Agent Platform, launched on July 1, 2026, with billing initiated on August 1, charges will continue to be computed based on token consumption at $2.00 (approximately ₹189) per million tokens. Because a typical agent interaction consumes between 20,000 and 25,000 tokens per message, Meta Business Agent replies will cost approximately ₹3.80 to ₹4.70 per message, scaling to ₹15–₹19 for a basic four-message exchange and up to ₹47 for complex ten-message conversational threads.

Meta confirmed that each outgoing message will be categorized into a single billing class to prevent double-charging. Additionally, the 72-hour free entry point window, triggered when a customer initiates contact via Click-to-WhatsApp advertisements or Facebook Page action buttons, will remain free for standard replies, provided the business responds within 24 hours. However, token usage for Meta Business Agent messages during this window will remain subject to token-based billing. The updated commercial terms apply exclusively to API users on the WhatsApp Business Platform, leaving regular WhatsApp users and the free WhatsApp Business mobile app unaffected.

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Media30-Sep-2026WhatsAppMeta

Source: www.adgully.com