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Businesses using WhatsApp to handle customer queries, order updates and service communications face a pricing change from October 1. Meta has started charging for some messages that were previously free on the WhatsApp Business Platform.
The change also comes with a payment requirement. Businesses that use direct WhatsApp Business Platform integrations or work through Solution Providers need to keep a payment method on file. Accounts that missed the September 30 deadline could have their service messages stopped from October 1.
The change does not apply to regular WhatsApp users or businesses that simply use the standard WhatsApp Business app. It targets businesses using the WhatsApp Business Platform, which connects WhatsApp with CRM systems, customer-support tools, chatbots and other business software.
Experts suggest that reports about the new charges may create confusion among everyday WhatsApp users. However, personal chats, calls and normal WhatsApp usage remain unaffected.
Meta is changing how it bills service and utility messages. Service messages are non-template replies sent by businesses after customers start a conversation. From October 1, Meta will charge for delivered service messages after a monthly free allowance.
In India, businesses receive the first 1,000 service replies per month for free for each business phone number. Once that limit is crossed, additional service messages will be charged at the applicable local rate.
Utility messages are also affected. These include communications such as order confirmations and delivery updates. Earlier, businesses could send such messages without a charge during the 24-hour customer-service window. From October 1, eligible utility messages sent within that window will also attract charges.
For India, the reported standard rate for utility messages is Rs. 0.115 per delivered message before GST. With 18% GST, the effective cost is about Rs. 0.136 per message. Rates for marketing, authentication and other categories differ. Businesses should therefore check their account-level pricing before estimating their monthly costs.
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