Meta Ends Free WhatsApp Business API Messaging in India

Meta Platforms Incorporated will end free messaging for the WhatsApp Business API in India starting October 1, 2026. The new pricing structure eliminates the free status of certain non-template service messages, including responses from human representatives and third-party AI systems sent within the 24-hour customer service window.

Under the new model, utility, authentication, and service messages will cost approximately ₹0.115 per delivered message before GST. Each business phone number will receive a monthly allowance of 1,000 free service messages, with all subsequent messages billed individually. Marketing messages will incur higher rates, while messages generated by the Meta Business Agent will be subject to separate token-based charges. Utility template messages, which had been free since July 2025, will also become chargeable.

Meta stated the move aims to curb high-volume automated messaging and align WhatsApp's economics with other customer service channels as part of a broader strategy to monetize the platform for business communication and commerce. Businesses using direct integrations or solution providers must add a payment method by September 30, 2026, to avoid service disruptions.

These changes apply exclusively to the WhatsApp Business Platform and API, specifically targeting larger enterprises using automated support. Personal WhatsApp accounts and the free WhatsApp Business app for small enterprises remain unaffected.