WhatsApp Message Rate Card Updates
Starting from 1 January 2026, updated WhatsApp conversation rates will be implemented across selected regions and message categories. These changes reflect Meta’s latest pricing updates for marketing and utility messages.
Summary of Pricing Changes
Marketing Messages
- France
- Egypt
- India
Utility & Authentication Messages
Lower rates in:
- North America
- Remain FREE across all regions
Important Reminder: Service Conversations Are Free
Service conversations allow businesses to respond to customers at no cost within a 24-hour customer service window.
How the 24-Hour Window Works
The 24-hour service window begins each time a customer sends an inbound message to your business.
Within this window, businesses can send unlimited free-form messages without using paid templates.
Each new inbound customer message resets the 24-hour window, allowing for continuous free responses.
What You Can Send During the Service Window
- Text messages
- Media (images, videos, documents)
- Interactive messages (buttons, lists, flows)
All the above can be sent without any charges during the active service window.
What This Means for Your Business
- Continue unlimited customer support conversations at no cost within the service window.
- Only business-initiated messages outside the 24-hour window will require paid templates (Marketing, Utility, or Authentication).
- Pricing updates will be applied automatically—no action is required on your part.
- Existing workflows, templates, and automations will continue to function as is.
For a complete country-level pricing breakdown and billing details, please refer to the updated documentation:
