WhatsApp changes from October 1: Businesses will pay, but will you?
WhatsApp Business Platform pricing changes from October 1, with utility messages becoming chargeable for businesses, while customers remain free and 1,000 service replies stay free monthly.
- Oct 1, 2026,
- Updated Oct 1, 2026 1:50 PM IST
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Free Window
From October 1, 2026, businesses using the WhatsApp Business Platform will lose the blanket free pass for utility messages sent within 24 hours. Order confirmations and delivery updates will become chargeable even during that customer-service window.
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₹0.115 Charge
Meta will charge Indian businesses ₹0.115 per delivered utility message before GST, covering updates such as order confirmations and delivery notifications. With 18% GST, the effective cost works out to about ₹0.136 per message.
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1,000 Replies
Not every customer reply will suddenly carry a charge. Meta says each business phone number will still get the first 1,000 service replies free every month, but businesses crossing that threshold will pay for additional service messages.
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Customers Safe
For ordinary WhatsApp users, the change does not create a new bill. Customers can continue messaging businesses for free and will not be charged for receiving replies, order updates or other business messages on WhatsApp.
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72-Hour Window
There is still a notable escape hatch for businesses. Messages triggered through Click-to-WhatsApp ads or call-to-action buttons on Facebook Pages can continue to use a 72-hour free messaging window, giving advertisers a way to avoid Meta messaging charges during that period.