Changes to WhatsApp Business Platform (API) Pricing

Meta is updating the pricing model for messages sent through the WhatsApp Business Platform. On this page, you can find details of the changes that will apply to service messages, informational (Utility) templates, and Click-to-Message ad messages.

Important Date

Updated: September 2026 · Effective: October 1, 2026

What's Changing in Brief?

• As of October 1, 2026, service messages sent within the 24-hour customer service window will start being charged per message.
• Service message prices may vary by country and region.
• From the same date, Utility templates sent within the 24-hour window will also become paid again.
• In conversations that start with an ad message, service messages are free for 72 hours. This period will soon be extended to 7 days.
• Messages sent via WhatsApp Business (Coex) are treated as service messages and will therefore be subject to charges.

Who Is Affected by This Change?

These changes apply to businesses that use WhatsApp through the following methods:

• WhatsApp API used through a solution partner (BSP), including HeloRobo
• WhatsApp Business Platform API

Previous and New Status by Message Type

Message Type	Previous Status	From October 1, 2026
Service messages	Free since November 2024	Charged per message
Utility templates within the 24-hour window	Free since July 2025	Charged per message
Marketing templates	Paid	No change
Authentication templates	Paid	No change

Timeline of Changes

Date	Change
October 1, 2026	Service messages will start being charged per message.
October 1, 2026	Utility templates within the 24-hour window will become paid again.
Coming soon	The free entry window for ad-message conversations will be extended to 7 days.

1. Service Messages Are Becoming Paid

Service messages, which have been free since November 2024, will start being charged as of October 1, 2026. After this date, each service message sent within the 24-hour customer service window will be priced individually.

Which messages count as service messages?

All replies sent within 24 hours to a message your customer sends to your business are service messages. This includes every message except message templates.

Sources that can send service messages:

• Operators
• HeloBot AI
• Chatbots and Thinker flows
• Other greeting scenarios

Example service messages

• If you share your order number, I can check it right away.
• Your return request has been approved; the amount will be credited to your card within 3 business days.
• I've forwarded your request to the relevant team; you'll hear back shortly.
• Could you tell me which size you'd like stock information for?

1,000 free messages every month

Users whose package includes WhatsApp Message Credits receive 1,000 free service messages per month for each WhatsApp phone number.

If there are multiple WhatsApp numbers under the same WABA, each phone number receives its own allowance of 1,000 free service messages.

Once this allowance is used up, subsequent service messages are charged according to the applicable country or region pricing.

NOTE:

The free allowance covers only service messages. Utility, Marketing, and Authentication templates are outside this allowance.

How is the fee calculated?

Service messages will be charged per message. The unit price will be the same as the Utility template message price in the relevant market and may vary by country or region.

No volume discount applies to service messages. Whether you send 100 messages or 10,000, the unit price stays the same:

Total fee = Number of messages sent × Unit price

2. 3-Day Free Window for Conversations from Ads

For conversations that start from ads (Click-to-Message), the free entry window is currently 72 hours. This period is expected to be extended to 7 days. Businesses will then be able to message customers who reach them through ads for free for a longer time. The date this change takes effect has not been announced yet.

Entry points covered:

• Facebook Call-to-Action buttons
• Click-to-WhatsApp ads
• Other supported Click-to-Message entry points

3. The Free Period for Utility Templates Is Ending

Utility templates sent within the 24-hour customer service window:

• Were free from July 2025 through September 2026,
• Will be charged again from October 1, 2026,
• Will be calculated using Meta's Utility message price in the relevant market.

What's Outside the Scope of Service Messages

Incoming customer messages

Messages a customer sends to the business are free. Charges apply only to messages sent by the business: there is no fee for an incoming message, but the business's replies to that message may be charged.

Message templates

Message templates you send to your customers (Utility, Marketing, and Authentication) are not affected by this change. These templates will continue to be charged at Meta's message price in the relevant market.

How Are Customer Support Costs Affected?

After the free allowance is used up, the fee for each service message sent is deducted from the business's WhatsApp credit. If there is no WhatsApp credit, the service message cannot be sent. For example, suppose an operator sends the following messages for a return request:

1. Welcome message
2. Asking for the order number
3. Notifying that the order has been checked
4. Explaining the return process
5. Sharing the return shipping code

These and similar message types, which were previously free, will be charged by deducting from your credit once the monthly allowance of 1,000 free service messages is exceeded, as of October 1, 2026. If you do not have enough credit, the message cannot be sent.

The situation for e-commerce

• Support messages: Replies given in the same conversation will be charged as service messages.
• Utility messages: Utility templates such as order, payment, and shipping notifications will become paid again within the 24-hour window.

Businesses that message heavily during order, payment, shipping, delivery, and support processes will benefit from reviewing both their template usage and their messages.

What Should HeloRobo Users Pay Attention To?

From October 1, 2026, every reply message sent to a customer by an operator, chatbot, or AI may incur a cost once the monthly allowance of 1,000 free service messages is used up. It therefore becomes important to optimize the number of messages in the following areas:

• Operator messages
• Multi-message customer conversations
• HeloBot AI replies
• Chatbot and Thinker flow messages
• Order and shipping conversations

Suggestion

Instead of answering a customer question with 4–5 short messages, sending a single, complete message is the most efficient approach under per-message pricing.

Tips for Keeping Costs Under Control

Combine information into a single message

Instead of splitting the same information across several messages, send a single, complete message whenever possible:

Your return request has been created.
Your return shipping code: XXXXXXXX.
All you need to do is hand the product over to the carrier within 7 days.

The refund will be credited to your card once the product reaches our warehouse.

This way, the customer gets the information they need in one go, and the number of chargeable messages goes down.

Send standard notifications with templates

For standard communications such as order updates, verification codes (OTP), and status notifications, you can prefer approved templates in the correct category. To create a template, see Create a WhatsApp Template Message.

TIP

Utility and Authentication templates have their own pricing rules; keep this in mind when choosing a template category.

Make the most of ad-driven conversations

Because the free messaging period is currently 72 hours, you can plan your advertising, customer acquisition, sales, and support processes around this longer window. To run an ad, see Publish a Meta Ad.

Frequently Asked Questions

Are the customer's messages also charged?

No. Charges apply only to messages sent by the business.

When does pricing start?

From October 1, 2026, service messages sent within the 24-hour customer service window will be charged per message.

Do I have a free usage allowance?

Yes. 1,000 service messages per month are free and included in the package for each WhatsApp Business account. This allowance does not cover Utility, Marketing, or Authentication templates.

Does the unit price go down if I send a lot of messages?

No. Service messages are charged per message at a fixed unit price equal to the Utility template price in the relevant market.

When does the 7-day ad window start?

The exact date has not been announced yet. We will update this page once the date is confirmed.

We're Here

If you have any questions or need support, you can reach us through the channels below:

📧 Email: support@helorobo.com

📞 WhatsApp & Call Center: (0212) 480 00 59