New Delhi: Meta is revising WhatsApp Business Platform pricing in India from October 1, 2026, meaning businesses will have to pay for some messages that were previously free. The changes apply only to the WhatsApp Business Platform, not regular WhatsApp or the WhatsApp Business app.
Until September 30, businesses using the WhatsApp Business Platform can reply to customers for free within 24 hours of receiving a message. This includes answering product or order queries, as well as sending order confirmations and delivery updates.
From October 1, Meta will charge businesses for utility messages, including order confirmations and delivery updates, even when they are sent within the 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.
In India, Meta lists the standard rate for utility messages at Rs 0.115 per delivered message before GST. With 18 per cent GST, the cost works out to around Rs 0.136 per message. For example, 1,000 order updates will cost Rs 115 before GST, or around Rs 135.70 including GST.
Rates vary by message type. Marketing messages, such as promotional offers and sale announcements, are priced at Rs 0.8631 per message, while authentication messages, including one-time passwords (OTPs), cost Rs 0.115 per message before GST.
From October 1, the first 1,000 service replies per month will remain free for each business phone number. After that, service messages will be charged at rates matching utility and authentication messages in the relevant market. For instance, a business sending 1,500 service replies in India will pay for 500 messages after the first 1,000 free replies, costing Rs 57.50 before GST, or around Rs 67.85 including GST.
Customers can continue messaging businesses for free. Meta will also retain the existing 72-hour free window for businesses receiving messages through Click-to-WhatsApp ads or call-to-action buttons on Facebook Pages.
Overall, businesses using WhatsApp to reply to customers, send order updates and share delivery notifications may pay more from October 1. Customers will not have to pay to send messages to businesses or receive replies and updates.
