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Meta is introducing a new pricing structure for WhatsApp Business accounts, a move that could see some businesses explore alternative messaging platforms like Telegram and Zoho’s Arattai. The changes, set to take effect on October 1, 2026, will introduce charges for service and utility messages, while marketing message rates will remain unchanged.
New Pricing Details
Businesses currently using WhatsApp Business will receive a monthly allowance of 1,000 free service messages per phone number. Beyond this quota, each additional delivered service message will cost Rs 0.115 in India. Utility messages – covering communications like shipping updates and account details – will also be charged at the same rate, even those sent within the 24-hour customer service window.
Marketing messages will continue to be priced at Rs 0.8631 per delivered message in India. Separately, Meta’s Business Agent, used for AI-powered responses, is priced at approximately $2 per 1 million tokens processed.
Payment Required to Avoid Service Disruption
Meta requires businesses and solution providers with integrated WhatsApp Business accounts to add a payment method to their accounts. Accounts without a configured payment method will have messaging services suspended or closed. This ensures that per-message charges can be applied as outlined in the new policy.
Potential Shift to Competitors
The new pricing model could prompt businesses to reassess their messaging expenses and consider alternatives. Telegram and Arattai, which offer business messaging services, may attract companies seeking lower costs. However, switching platforms presents challenges, given WhatsApp’s extensive user base and established business integrations. Despite this, the changes could create opportunities for competitors to gain market share.
According to the announcement, WhatsApp Business advertisements that customers click on will remain free, but this excludes conversations handled by the Meta Business Agent.
