Hello everyone,
Meta has announced changes to the pricing of WhatsApp service messages (non-template messages) sent through the WhatsApp Business Platform.
Starting October 1, 2026, service messages will become chargeable. This change applies to service messages sent through third-party applications, including Zoho Social.
What is a service message?
A service message is a non-template message sent by a business in response to a customer within the 24-hour customer service window.
For example, if a customer messages your business on WhatsApp asking about an order and you reply with a non-template message, that reply is considered a service message.
What is changing?
Until now, service messages sent within the 24-hour customer service window have been free. Starting October 1, 2026, Meta will charge for these messages. The applicable rate depends on the recipient's market. For example, if you send a service message to a customer in India, the India rate applies. If you send one to a customer in the UK, the UK rate applies, regardless of where your business is based.
There will be no volume-based pricing tiers or discounts for service messages.
1,000 free service messages every month
Meta will provide a monthly free allowance of 1,000 service messages for each WhatsApp Business phone number.
Here's how it works:
- The first 1,000 service messages sent from a business phone number each month are free.
- Once the 1,000-message allowance is used, additional service messages will be charged at the applicable rate for the recipient's market.
- The allowance applies only to service messages.
For example, if you send 1,500 service messages from one WhatsApp Business phone number in a month, the first 1,000 are free and the remaining 500 are charged at the applicable service-message rate.
How the cost is calculated
The cost of a message is calculated based on the length of the text. The more back-and-forth or detail a conversation requires, the more it costs.
Interaction type | Example query | Messages sent | Tokens used | Estimated cost |
Simple inquiry | "Can I book an appointment at 4pm?" | 4 | ~80,000 (~20K/message) | ~16–20 cents |
Complex interaction | "Can you walk me through the process?" | 10 | ~250,000 (~25K/message) | ~40–50 cents |
What does this mean for Zoho Social?
If you use WhatsApp in Zoho Social to reply to customers with non-template messages, these messages will be subject to Meta's new pricing from October 1, 2026.
How are WhatsApp charges handled in Zoho Social?
WhatsApp messaging charges are managed through credits in Zoho Social. Make sure you have sufficient credits in your account to cover applicable charges.
Thank you.