Meta is changing how businesses are charged for messages sent through the WhatsApp Business Platform in India from October 1, 2026. The biggest change is that some utility messages, including order confirmations and delivery updates, will no longer be free even when they are sent within 24 hours of a customer message.
The change affects businesses that use the WhatsApp Business Platform to communicate with customers. It does not apply to regular WhatsApp or the WhatsApp Business app. So, what exactly is changing, which WhatsApp Business messages will remain free, and how much will businesses have to pay? Here is what businesses in India need to know.
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What is changing in WhatsApp Business pricing from October 1?
At present, businesses using the WhatsApp Business Platform can respond to a customer for free within a 24-hour customer service window after receiving a message. This can include responding to questions about products or orders, as well as sending updates related to an order.
From October 1, 2026, Meta will introduce charges for utility messages sent during this window. That means messages such as order confirmations and delivery updates will become chargeable even if they are sent within 24 hours of the customer’s message.
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There will, however, be a limited free allowance. Businesses will receive 1,000 free service replies per month for each business phone number. After those 1,000 messages are used, additional service replies will be charged. The existing rule for utility messages sent after the 24-hour window will not change.
How much will WhatsApp Business messages cost in India?
For businesses in India, Meta lists the standard rate for a utility message at Rs 0.115 per delivered message, before GST. With 18% GST, the effective cost works out to approximately Rs 0.136 per delivered message.
For example, if a business sends 1,000 chargeable utility messages, the messaging cost would be:
- Before GST: Rs 115
- Including 18% GST: approximately Rs 135.70
The actual rate depends on the type of message being sent.
Meta currently lists the following rates for India:
| Message type | Rate per delivered message, before GST |
| Utility messages | Rs 0.115 |
| Authentication messages | Rs 0.115 |
| Marketing messages | Rs 0.8631 |
Utility messages can include order confirmations and delivery updates, while authentication messages can include one-time passwords (OTPs). Marketing messages cover communications such as promotional offers and sale announcements.
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What happens after the 1,000 free service messages?
The 1,000-message allowance applies to service replies sent by a business each month for each business phone number. For example, suppose an Indian business sends 1,500 service replies during a month. The first 1,000 service replies will remain free. The remaining 500 messages will be chargeable.
At Rs 0.115 per message, the additional 500 messages would cost:
500 × Rs 0.115 = Rs 57.50 before GST
With 18% GST, the total would be approximately Rs 67.85.
The 1,000-message allowance therefore provides some free usage, but businesses with a high volume of customer conversations could see additional messaging costs from October.
Which WhatsApp Business messages will remain free?
The pricing changes do not mean every message on the WhatsApp Business Platform will become chargeable. Businesses will continue to receive 1,000 free service replies per month for each business phone number.
Messages sent by customers to businesses also remain free. Customers will not be charged for contacting a business through WhatsApp. Meta is also retaining a separate 72-hour free messaging window for businesses that receive customers through Click-to-WhatsApp ads or call-to-action buttons on Facebook Pages.
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During these 72 hours, businesses can send messages to those customers without paying Meta’s messaging charges. The free window is designed to support conversations that begin through Meta’s advertising and Facebook Page tools, giving businesses more room to engage with potential customers after they click through to WhatsApp.
Does the new WhatsApp Business pricing affect customers?
No. The October 1 pricing changes are aimed at businesses using the WhatsApp Business Platform. Customers will continue to be able to message businesses without paying for those messages. They will also not be charged to receive replies, order updates or delivery notifications on WhatsApp.
Indrani Priyadarshini is a journalist and editorial professional specialising in technology, artificial intelligence, smart cities, green energy, and digital transformation. With over four years of experience in tech journalism and digital media, she is known for turning complex industry developments into clear, engaging, and insightful stories. Her expertise spans reporting, editorial strategy, digital publishing workflows, and in-depth coverage of emerging technologies shaping the future.
