Meta is introducing a new pricing structure for WhatsApp Business accounts, a move that could see businesses re-evaluate their messaging expenses and consider alternative platforms like Telegram and Zoho’s Arattai. The changes, slated to take effect on October 1, 2026, will introduce charges for service and utility messages beyond a certain allowance.
New Pricing Details
Businesses currently using WhatsApp Business will receive a free allowance of 1,000 service messages per month, per phone number. Once this quota is exhausted, Meta will charge Rs 0.115 per delivered message. This applies to both service messages – non-template responses from customer representatives or AI systems – and utility messages, which cover account-related communications like shipping and order details sent within a 24-hour customer service window.
The cost of marketing messages will remain consistent at Rs 0.8631 per delivered message in India. Separately, Meta’s Business Agent, which facilitates the use of AI-generated responses, will be priced at approximately $2 per 1 million tokens processed. Advertisements on WhatsApp Business will remain free when a customer clicks on them, but this exemption does not extend to conversations handled by the Meta Business Agent.
Payment Requirements and Account Suspension
Businesses and solution providers with integrated WhatsApp Business accounts will be required to add a payment method to their messaging account to accommodate these per-message charges. Meta has stated that accounts without a configured payment method will have messaging services closed or suspended.
Potential Shift to Competitors
The introduction of these charges could prompt businesses to explore alternative messaging platforms. Telegram and Arattai offer similar services and may appeal to companies seeking lower-cost options. However, a transition away from WhatsApp will not be straightforward, given the platform’s extensive customer base and established business integrations.
