Meta is implementing significant changes to its WhatsApp Business Platform pricing in India starting October 1, 2026. This means businesses will now have to pay for messages that were previously completely free. Currently, businesses can send responses to customer messages and order updates free of charge within a 24-hour window, but this rule will change from October 1. Let us look at what is changing, what will remain free, and how much more businesses will have to pay.
What is changing from October 1? Until now, businesses using the WhatsApp Business Platform could respond to customer messages for free within a 24-hour window. This included answering product or order-related queries, as well as sending order confirmations and delivery updates. However, starting October 1, Meta will begin charging businesses for order updates and other utility messages sent within this 24-hour window. That said, the first 1,000 service messages per month—specifically those responding to customer inquiries—will remain completely free of charge.
How much will WhatsApp business messages cost? In India, Meta has set a standard rate of ₹0.115 per message (excluding GST) for this service. Including the 18% GST, the cost comes to approximately ₹0.136 per message. For promotional offers and sale announcements, Meta has fixed the rate at ₹0.8631 per message. For sending messages such as OTPs, the cost is ₹0.115 per message (excluding GST).
What remains free?
Every business will receive the first 1,000 service messages each month completely free of charge. There are no changes for regular customers; they can continue to message businesses for free, just as before, without incurring any cost. Meta has retained the 72-hour free window for businesses that receive customer messages via ‘Click-to-WhatsApp’ ads or Facebook pages. However, starting October 1, businesses using WhatsApp to respond to customers, send order updates, and provide delivery notifications may face higher costs. This change will not affect ordinary customers.
