From 1 October 2026, Meta charges Indian businesses on the WhatsApp Business Platform for service replies beyond a free monthly quota, and for utility templates sent inside an open customer service window, which used to be free.
What changed on 1 October 2026
Until the end of September, replying to a customer who messaged you first cost nothing on the WhatsApp Business Platform. Since 1 October, that is no longer true without limits. As Business Standard reported, each business phone number now gets a free monthly allowance of service messages, and replies above that allowance are billed per message.
- Service messages: 1,000 free per phone number each month, then about ₹0.115 per message plus GST, according to published reports.
- Utility templates inside the 24-hour window: previously free, now charged at the utility rate.
- Marketing templates: still the most expensive category, with the per-message rate for India reported as unchanged at about ₹0.86.
- Payment method: businesses with no payment method on file risk service messages not being delivered once they become chargeable.
Rates are set by Meta and change over time, so check the current figures on Meta's official pricing page before you budget.
Why it matters for Indian businesses
Many Indian businesses run their customer support, order updates and payment follow-ups on WhatsApp because replies inside the window were free. A clinic answering appointment questions, a store confirming deliveries or a coaching institute handling admission queries could talk to thousands of people a month at no message cost. Under the new model, a busy number that sends well over 1,000 replies a month starts paying for the extra ones.
The bigger shift is for teams that send utility templates, such as order confirmations or payment reminders, while a conversation is open. Those used to ride free inside the window. Now each one is billed, so a high-volume store or finance team will see a new line on its bill even if its marketing volume stays the same.
How to keep the bill under control
The change rewards businesses that reply with purpose. A few practical steps keep costs predictable:
- Combine short back-and-forth replies into one clear, complete answer where you can.
- Use an AI assistant or quick replies to resolve common questions in fewer messages.
- Review which utility templates you send inside the window and drop the ones customers do not need.
- Track message volume per phone number each month so you know when you will cross the free allowance.
- Make sure a valid payment method is on file so replies are never blocked.
Marketing remains the category where spend grows fastest, so keep broadcast lists clean and send only to people who opted in. Fewer blocks also protect your number's quality rating.
How DueDoor helps
DueDoor is a Meta Tech Provider and runs WhatsApp Business API automation for Indian businesses. Our inbox shows message volume per number, so you can see the free allowance being used before the month ends. Automations answer routine questions in a single complete reply, payment reminders and order updates are scheduled only when they are useful, and marketing sends go to opted-in, segmented lists. If you want a quick estimate of what the new pricing means for your volume, talk to us.
FAQ
When did the new WhatsApp Business pricing start in India?
The change took effect on 1 October 2026 for businesses on the WhatsApp Business Platform, the API used through Meta or a solution provider.
Are service messages still free?
Each business phone number gets a free monthly allowance of service messages, reported as 1,000. Replies above that allowance are charged per message.
Does this affect the WhatsApp Business app?
The reported changes apply to the WhatsApp Business Platform (API). The free WhatsApp Business app on a phone is billed differently and is not part of this rate card.
Where can I check the exact current rates?
Meta publishes its rate card on its developer pricing page. Rates are set by Meta and can change, so always confirm there before planning a budget.
