WhatsApp Business to Adjust Pricing Structure from October 1
WhatsApp Business Platform is updating its pricing model, effective October 1, 2026. Businesses will be charged for delivered template messages based on message category and recipient country code.
Meta, the parent company of WhatsApp, is modifying the pricing structure for its WhatsApp Business Platform. As of October 1, 2026, businesses will incur charges for delivered template messages. This change supersedes the previous per-conversation model implemented on July 1, 2025.
The updated pricing system categorizes messages—such as marketing, utility, or authentication—and bases rates on the recipient's country calling code. Free-form messages sent within a 24-hour customer service window will continue to be free of charge. Additionally, all messages are free during a 72-hour free entry point window.
Meta has also announced further adjustments scheduled for October 1, 2026. Several markets will transition from regional pricing groups to standalone rates. For instance, utility and authentication message rates are set to decrease for Bangladesh, Iraq, Nepal, and Sri Lanka, while increasing for Kazakhstan, Kuwait, Morocco, Oman, and Ukraine.
Businesses are responsible for confirming the categories Meta assigns to their approved templates, as charges are applied based on the utilized category. Volume tiers will also influence the costs for utility and authentication messages, offering reduced per-message rates for higher monthly volumes.