Meta has changed the pricing structure for businesses using the WhatsApp Business Platform in India from October 1, introducing new charges for certain customer-service and utility messages. The move means companies that rely heavily on WhatsApp for customer support, order updates and transactional communication will need to reassess their messaging costs.
The pricing revision applies to businesses using the WhatsApp Business Platform through direct integrations or solution providers. It does not apply to regular WhatsApp users or businesses using the standalone WhatsApp Business app.
Service Messages Now Have a Free Monthly Limit
One of the biggest changes concerns service messages, which are non-template replies sent within an active 24-hour customer service window.
Under the new structure, each business phone number receives 1,000 free service messages per month. Once that allowance is exhausted, additional delivered service messages become chargeable.
For businesses with high customer-support volumes, this could introduce a new recurring messaging expense. The 24-hour customer service window continues to open when a customer contacts a business and can reset when the customer sends another message.
Utility Messages Also Become Chargeable
Meta is also changing the treatment of utility messages sent during an open customer service window.
Messages such as order confirmations, delivery updates and other transactional notifications that previously benefited from free messaging during the 24-hour window can now attract a per-message charge.
For India, the published utility and authentication rate is ₹0.115 per delivered message before applicable taxes. That means 1,000 chargeable utility messages would cost ₹115 before taxes, while 10,000 would cost ₹1,150. Actual billing can vary depending on the message category and applicable taxes or provider fees.
Marketing messages remain separately priced, with Meta’s published India rate at ₹0.8631 per delivered message before applicable taxes and fees.
Payment Method Becomes Important
Meta has also warned businesses using direct integrations or solution providers that they need a payment method associated with their messaging account.
Businesses without a payment method on file by September 30, 2026, risk having service messages stop being delivered once the new charges take effect. Companies using WhatsApp as a major customer-service channel therefore need to ensure their billing configuration is active.
What This Means for Indian Businesses
The change could be particularly relevant for e-commerce companies, retailers, travel businesses, financial services firms, healthcare providers and other organisations that handle large volumes of customer conversations through WhatsApp.
Businesses will need to monitor message volumes more closely and distinguish between service, utility, authentication and marketing communications. Companies may also review automated workflows to determine which messages are necessary, how frequently they are triggered and whether existing integrations are generating avoidable communication costs.
For customers, however, the change does not mean they will start paying to message businesses. The new charges are directed at businesses using the WhatsApp Business Platform.
Overall, Meta’s October 1 pricing update represents a shift toward a more structured, usage-based cost model for business messaging. For Indian companies that have built customer support and transactional workflows around WhatsApp, understanding the new categories and free allowances will be important for managing communication costs going forward.
