Business WhatsApp messages to cost more from October 1 in India, pricing revised

Meta is revising its WhatsApp Business Platform pricing in India from October 1, 2026, which means businesses will have to start paying for some messages that were previously free. For instance, right now, businesses can reply to customer messages and send order updates for free within a 24-hour window. But from October 1, this will change. While a limited number of messages will remain free, Meta will charge for utility messages, such as order confirmations and delivery updates, even if they are sent within that 24-hour window.

Do note that these changes apply only to the WhatsApp Business Platform, not regular WhatsApp or the WhatsApp Business app.

So, what exactly is changing, what will remain free, and how much more will businesses have to pay? Let’s take a look.What is changing from October 1?

Until now, businesses using the WhatsApp Business Platform could reply to customers for free within 24 hours of receiving a message. This included answering questions about products or orders, as well as sending order confirmations and delivery updates.

From October 1, Meta will start charging businesses for sending order updates and other utility messages sent within this 24-hour window. Replies to customer queries will remain free for the first 1,000 service messages per month per business phone number. After that, businesses will have to pay for additional replies.

Utility messages sent after the 24-hour window were already chargeable, so that rule remains unchanged. How much will WhatsApp Business messages cost?

In India, Meta lists the standard rate for utility messages, such as order confirmations and delivery updates, at Rs 0.115 per delivered message, before GST. With 18 per cent GST, this works out to around Rs 0.136 per message.

Until September 30, businesses can send utility messages for free within 24 hours of a customer messaging them. From October 1, they will have to pay Rs 0.115 per delivered utility message, excluding GST. For example, if a business sends 1,000 order updates, it will pay Rs 115 before GST, or around Rs 135.70, including 18 per cent GST.

The rate of messages varies depending on the type of message. Meta lists marketing messages, such as promotional offers and sale announcements, at Rs 0.8631 per message, while authentication messages, such as one-time passwords (OTPs), cost Rs 0.115 per message before GST.

From October 1, 2026, Meta will offer the first 1,000 service replies per month for free for each business phone number. After that, the rate for service messages will match the utility and authentication rates in the relevant market.

For example, if a business in India sends 1,500 service replies in a month, the first 1,000 will be free, and it will have to pay for the remaining 500. At Rs 0.115 per message, that comes to Rs 57.50 before GST, or around Rs 67.85, including GST.What will remain free?

Despite the changes, not all WhatsApp Business messages will be chargeable.

As mentioned earlier, businesses will get 1,000 free service messages per month for each business phone number. Customers can also message businesses for free, and they will not have to pay to send or receive these messages.

Meta is also keeping the existing 72-hour free window for businesses that receive messages through Click-to-WhatsApp ads or call-to-action buttons on Facebook Pages. During these three days, businesses can send messages to customers without paying Meta messaging charges.

By offering this free window, Meta aims to encourage more businesses to use its advertising tools to reach potential customers and connect with them on WhatsApp.

Overall, from October 1, businesses that use WhatsApp to reply to customers, send order updates and share delivery notifications may have to pay Meta more for these messages.

For customers, however, nothing changes. They will not have to pay to send messages to businesses or receive replies and updates on WhatsApp.- Ends

Divya enjoys making sense of the ever-evolving worlds of tech and AI. From decoding specifications and testing the latest gadgets to exploring how technology shapes the way we live, work and connect, she believes there is always more to a story than what meets the eye. Away from the screen, she is probably brewing her next cup of coffee, thinking about her next meal or overthinking just about everything else.