WhatsApp Business has emerged as the top choice for brands, both large and small, to directly engage with customers and offer immediate assistance. However, the management of businesses through this platform is about to become more costly. Meta is introducing a significant change in its messaging policy effective from October 1, 2026.
The previously free service of sending service messages on the platform will no longer be available. Consequently, when a customer sends a message with a query or complaint, some of the responses provided by the business in reaction to that message will now incur charges. Meta has announced that the rates for these service messages will be aligned with the rates of utility and authentication messages in each specific market.
What exactly are service messages?
Service messages are personalized messages sent to a customer by a company’s customer support representative or a third-party AI system. These conversations can only be initiated by the customer, within a 24-hour customer service window. Companies are restricted from using these messages to start new chats independently.
Previously, this feature was complimentary until November 1, 2024, and as of July 1, 2025, some utility messages were also being sent free of charge within a 24-hour timeframe. However, starting October 1, both service and utility messages sent during this entire window will incur charges. This change will directly impact businesses that heavily rely on WhatsApp for managing order statuses, returns, complaints, and general customer support.
What will be the cost in India?
Meta has finalized the pricing structure for the Indian market on September 1. Meta Business Agent accounts in India will be invoiced in Indian Rupees, and the rates for service messages will be the same as utility and authentication messages. Furthermore, a distinct pricing system has been devised for Meta’s AI-powered “Meta Business Agent,” which has been operating on a token basis since August 1st. The global rate stands at $2 per 1 million tokens. Typically, a standard conversation consumes around 20,000 to 25,000 tokens, equating to approximately 4 to 5 cents per message. If the conversation is prolonged or intricate, the cost will escalate based on the tokens expended.
A charge will be applied for each message
Meta has also clarified that companies will not be billed twice for the same message. If the response is from a human agent or third-party AI, it will be considered for the per-message service fee. However, if the response originates from a Meta business agent, only the token will be charged. For instance, if a conversation involves one marketing message, two Meta business agent replies, one service reply, and one utility message, the new regulations will deduct fees for all five, whereas previously, only the marketing message was billed.