WhatsApp API Pricing Update: What You Need to Know

Meta has updated WhatsApp Business API pricing, with the changes taking effect from October 1, 2026.

The update mainly affects service and utility messages. Here’s a simple breakdown of what it means for your business.

What Is the 24-Hour Window?

When a customer messages your business on WhatsApp, a 24-hour customer service window opens. You may also hear this simply called the “24-hour window.”

For example, if a customer messages you at 10 AM, you can respond to that conversation within the applicable 24-hour window.

A. 1,000 Free Service Messages Every Month:

Under the updated pricing model, each business phone number gets 1,000 free outbound service messages per month.

• After the first 1,000, additional service messages are charged at the applicable rate.
• For India, the current rate is approximately: ₹0.115 per message + applicable GST

What counts?

Only messages sent by your business count toward the 1,000-message allowance.

• Customer → Business: Free and doesn't count.
• Business → Customer: Counts toward the allowance.

For example:

• Customer: “Hi, I need help.” → Free
• Business: “Sure, how can we help?” → Counts as 1
• Customer: “What is the pricing of this product?.” → Free
• Business: “Its 299 sir.” → Counts as 2

The allowance resets every month and applies separately to each business phone number.

B. Utility Messages within 24 hours Are Now Charged:

Utility messages sent within the 24-hour window are now charged at the applicable utility rate.

These can include order updates, booking confirmations, payment notifications, delivery updates, and similar transactional messages.

Current India rate: ₹0.115 per message + applicable GST

Current Indicative Rates in India:

For pricing applicable to other countries and currencies, please refer to Meta's official WhatsApp Business Platform pricing documentation

Note: Rates are before GST and may vary based on applicable Meta pricing tiers or future updates.

What Does This Mean for WhatsApp API Users?

• For most businesses, the impact will depend on their monthly messaging volume.
• Businesses using fewer than 1,000 applicable outbound service messages per phone number each month can stay within the free service allowance.
• For higher-volume businesses, only the messages beyond the free allowance will incur the applicable service-message charge.

BotBee will continue monitoring Meta's pricing updates and keep you informed of any changes that may affect your WhatsApp usage.