WhatsApp Message Pricing Changes (Effective October 1, 2026)
Starting October 1, 2026, Meta will begin charging for utility messages sent within an active 24-hour customer service window on the WhatsApp Business Platform. This update affects all WhatsApp messages sent through Zoho Marketing Automation. We've broken down the key changes below to help you understand what's new and how this impacts your messaging strategy. Our goal is to help you understand what's changing and how you can adapt your WhatsApp campaigns within Zoho Marketing Automation.
Utility Messages Within the Service Window Are Now Chargeable
From October 1, 2026, utility template messages sent within an active 24-hour customer service window will become chargeable on a per-message basis as well.
Utility messages sent outside the service window, and marketing messages continue to be billed as they are today.
Note: Meta only charges for messages that are successfully delivered to your contacts. If a message isn't delivered, you won't be charged for it.
This pricing is set by Meta and applies to all messages sent via Zoho Marketing Automation.