> For the complete documentation index, see [llms.txt](https://docs.bizmagnets.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.bizmagnets.ai/pricing/new-per-message-pricing.md). # New Per-Message Pricing Meta is introducing a significant change to its WhatsApp Business Platform pricing structure, which will impact how businesses are billed for messaging. The amount charged for each message depends on: 1. **Message Category** – Marketing, Utility, Authentication, or Service. 2. **Customer's Country** – The applicable rate is based on the country associated with the customer's WhatsApp phone number. 3. **Messaging Window** – Whether the message is sent within the 24-hour customer service window, an eligible 72-hour free-entry-point window, or outside those windows. Meta is introducing important pricing changes effective **October 1, 2026**. ### **WhatsApp's Per-Message Pricing** Under the per-message pricing model, each chargeable message is billed individually. For example, if you send three chargeable messages to the same customer, each delivered message is evaluated separately based on its category and the applicable country rate. Sending multiple messages during the same customer interaction does not combine them into a single conversation charge. ### What Changes on October 1, 2026? Starting October 1, 2026, two important changes apply to WhatsApp Business Platform pricing. #### 1. Service Messages Service messages are free-form replies sent when a customer contacts your business. From October 1, 2026, each business phone number receives: **1,000 free Service messages per calendar month.** Once the 1,000-message allowance has been exhausted, additional Service messages are charged at the applicable **Utility rate**. The allowance: * Is provided separately for each business phone number. * Resets at the beginning of every calendar month. * Does not roll over. * Applies only to Service messages. * Does not apply to Utility, Marketing, or Authentication templates. #### 2. Utility Templates Inside the 24-Hour Window Previously, Utility templates sent during an active 24-hour customer service window were free. From **October 1, 2026**, Utility templates are charged from the first delivered message, even when the 24-hour service window is open. The 1,000 free Service-message allowance does not apply to Utility templates. ### **What Remains Free?** #### **1. Free Service Messages** Each business phone number receives **1,000 free Service messages per calendar month**. For example, if your business phone number sends 750 Service messages during a month, all 750 are covered by the free allowance. If the number sends 1,200 Service messages during the same month: * First 1,000 → Free * Remaining 200 → Charged at the applicable Utility rate The allowance resets at the beginning of the next calendar month. #### **2. 72-Hour Free Entry-Point Window** Customers who contact your business through an eligible Click-to-WhatsApp Ad or Facebook/Instagram Page button may qualify for a **72-hour free-entry-point window**. When the required response is sent within the normal 24-hour customer service window, messages sent during the eligible 72-hour period are free, including: * Service messages * Utility templates * Marketing templates * Authentication templates The October 1, 2026 pricing changes do not remove the 72-hour free-entry-point window. ### 24-Hour Customer Service Window When a customer sends a message to your business, a 24-hour customer service window opens. Every new message from the customer resets the 24-hour timer. During this window, you can send free-form Service messages without using a template. From October 1, 2026, Service messages are free only while your business phone number has remaining messages in its monthly 1,000-message allowance. Utility templates are charged from the first delivered message. Marketing and Authentication templates remain chargeable. Once the 24-hour window expires, free-form Service messages cannot be sent. You must use an approved template to contact the customer. ## **WhatsApp Business Message Pricing Breakdown**
Message TypeWithin 24-Hour Service WindowWithin 72-Hour Free Entry-Point WindowOutside Both Windows
Service / Free-formFirst 1,000 per phone number/month free; then Utility rateFreeNot allowed
Utility TemplateChargedFreeCharged
Marketing TemplateChargedFreeCharged
Authentication TemplateChargedFreeCharged
Only successfully delivered messages are charged. Failed or undelivered messages do not incur a Meta messaging charge. ### **Example** Consider the following customer interaction: #### Monday – 9:00 AM Customer sends: > "I need help with my order." A 24-hour customer service window opens. **Customer message:** Free. #### Monday – 9:05 AM Business replies: > "Sure, let me check your order." This is a Service message. **Charge:** Free, provided the business phone number still has messages available under its monthly 1,000 Service-message allowance. #### Monday – 10:00 AM Business sends a Utility template: > "Your order #1234 has been confirmed." The 24-hour service window is still active. **Charge:** Utility rate. From October 1, 2026, Utility templates are charged even when sent inside the 24-hour service window. #### Tuesday – 3:00 PM The 24-hour window has expired. The business sends a Utility template: > "Your order has been shipped." **Charge:** Utility rate. A template is required because the 24-hour customer service window has expired. ### Example: 1,000 Service Message Allowance Suppose a business phone number sends 1,200 Service messages during October.
MessagesBilling
1–1,000Free
1,001–1,200Charged at Utility rate
The allowance is calculated per business phone number and resets when the next calendar month begins. ### Example: 72-Hour Free Entry Point #### Wednesday – 10:00 AM A customer clicks a qualifying Click-to-WhatsApp Ad and sends a message. #### Wednesday – 10:10 AM The business responds within the normal 24-hour customer service window. The eligible 72-hour free-entry-point window begins. During this period, the business can send eligible: * Marketing templates * Utility templates * Authentication templates * Service messages without additional Meta messaging charges. ### What Determines the Price? For a chargeable message, the applicable rate depends on the customer's country. For example, a business billed in INR sending a message to an Indian WhatsApp number uses the India row in the INR rate card. The customer's country determines the applicable rate; the business's location does not determine the country rate. Refer to the **WhatsApp Business Pricing** table for the current country-specific rates. ### October 1, 2026 Summary
ChangeBefore October 1, 2026From October 1, 2026
Service messagesFreeFirst 1,000/month/phone number free, then charged at Utility rate
Utility templates inside 24-hour windowFreeCharged from first delivered message
Marketing templatesChargedCharged
Authentication templatesChargedCharged
Eligible 72-hour free-entry-point messagesFreeFree
These changes apply from **October 1, 2026** and should be considered when estimating WhatsApp messaging costs through BizMagnets.