Quick answer: Since 1 July 2025, Meta charges for WhatsApp Business Platform messages per message, not per 24-hour conversation. According to pricing explainers published by WhatsApp solution providers, from 1 October 2026 free-form service replies and utility templates sent inside the 24-hour customer service window also become billable, after 1,000 free service messages per business phone number each month. Check the exact rate on Meta's official rate card for your account.
Key takeaways
- Per-message pricing has applied since 1 July 2025. Marketing, utility and authentication templates are charged by category.
- Messages from customers are free. The 24-hour customer service window opens when a customer messages you.
- Click to WhatsApp ads and Facebook Page call-to-action buttons can open a 72-hour free entry point window.
- Provider articles report that from 1 October 2026 service replies become billable after 1,000 free per number per month. We could not find this on the pages of Meta's documentation we checked, so verify it in your WhatsApp Manager or with your provider.
- Published rates for India differ between sources, so we do not quote a number here. Use Meta's official rate card.
Many Indian businesses use WhatsApp to answer enquiries, confirm orders and follow up leads. Meta's pricing rules decide how much that costs as volume grows. This article explains the model and what to review before and after 1 October 2026.
Table of Contents
How does WhatsApp Business API pricing work?
Meta's documentation says pricing is per message, effective 1 July 2025. Template messages are charged according to their category:
| Category | Typical use |
|---|---|
| Marketing | Offers, product launches, re-engagement, cart reminders |
| Utility | Order confirmations, delivery updates, appointment reminders |
| Authentication | One-time passwords and login codes |
Messages sent by customers to you are not charged. Marketing messages cost the most of the three categories. Meta also states that it can change pricing only on 1 January, 1 April, 1 July or 1 October, with advance notice.
What is the 24-hour customer service window?
When a customer messages your business, a 24-hour customer service window opens. Each new customer message resets it. Inside the window you can send free-form (non-template) messages. Once it closes, you can only send approved template messages, which are charged.
Until now, non-template messages and utility templates sent inside this window have been free.
What changes on 1 October 2026?
Provider explainers from AiSensy and ChatMaxima report that from 1 October 2026:
- Service messages (your free-form replies inside the window) become billable.
- Utility templates sent inside an open customer service window become billable.
- Each business phone number gets 1,000 free service messages per month. Unused messages do not roll over.
- Customer messages to you stay free, as do messages inside a 72-hour free entry point window.
Check before you budget. The pages of Meta's WhatsApp pricing documentation that we reviewed do not mention this change, and the INR rate quoted differs between providers. Confirm the live rate card in your WhatsApp Business Manager or ask your solution provider.
How do Click to WhatsApp ads and free entry points help?
If a person messages you through a Click to WhatsApp ad or a Facebook Page call-to-action button, and you reply within 24 hours, Meta's documentation says a 72-hour free entry point window opens in which all messages, including templates, are free. This works on the Android and iOS apps. It makes ad-driven lead generation cheaper to follow up. See how we run lead generation campaigns and digital marketing.
How should an Indian business plan for the new pricing?
- Measure first. Export your last three months of messages by category from your provider's dashboard.
- Model the worst case. Multiply your monthly service messages beyond 1,000 per number by the rate, plus GST.
- Cut unnecessary messages. Merge short replies into one clear message, and avoid automated chatter that adds no value.
- Use automation wisely. Chatbots should resolve the question, not trigger long back-and-forth threads.
- Keep marketing templates targeted. Send them to opted-in, relevant segments only.
- Split numbers carefully. The free allowance is per phone number, but running many numbers has its own management cost.
- Re-check every quarter. Pricing changes happen on fixed dates.
Our guide to WhatsApp Business marketing in India covers setup, templates and opt-in rules, and our BuildRight CRM case study shows WhatsApp follow-up sequences inside a custom CRM.
Frequently Asked Questions
How is WhatsApp Business API charged?
Per message, since 1 July 2025. Template messages are billed by category (marketing, utility or authentication). Customer messages to your business are free.
Are WhatsApp service replies free?
They have been free inside the 24-hour customer service window. Provider articles report that from 1 October 2026 they become billable after 1,000 free service messages per phone number each month. Confirm on Meta's rate card or with your provider.
What is the WhatsApp customer service window?
A 24-hour window that opens when a customer messages your business and resets with each new customer message. Inside it you can send free-form messages. Outside it you can send only templates.
What is a free entry point window?
A 72-hour window in which all messages are free. It opens when you reply within 24 hours to a person who messaged you via a Click to WhatsApp ad or a Facebook Page call-to-action button.
How much does the WhatsApp Business API cost in India?
Rates differ by category and change on Meta's fixed pricing dates. Published INR figures vary between sources, so use Meta's official rate card and add 18% GST.
Does the regular WhatsApp Business app cost money?
The WhatsApp Business app is a separate, free app for small businesses. The pricing in this article applies to the WhatsApp Business Platform (API).
Sources and further reading
- Meta: Pricing on the WhatsApp Business Platform
- AiSensy: WhatsApp Pricing Update October 2026
- ChatMaxima: WhatsApp Service Message Pricing from October 1, 2026
The October 2026 change is reported by WhatsApp solution providers and was not visible on the Meta documentation pages we reviewed. Verify rates before budgeting. Prices exclude GST unless stated.