WhatsApp Business to charge for some template messages from October 1
Meta’s new India pricing applies to certain template messages sent outside the 24-hour customer service window. Customers will not be charged for messaging businesses; businesses must add a payment method by September 30.
The channel move
Meta will introduce new WhatsApp Business Platform pricing in India from October 1, 2026, charging businesses for certain template messages sent outside the 24-hour customer service window. Customers are not charged for messaging businesses; businesses must add a payment method by September 30, 2026.
Channel facts
- October 1, 2026
- September 30, 2026
- 24-hour
What it means for online and offline
For messaging and commerce partnerships in India, assess how the new charges on some out-of-window template messages affect unit economics and customer engagement.
Signals to track
- Meta's final India rates and which template categories are billable.
- Payment setup completion, delivery failures and campaign pauses around October 1.
- Changes in retailer WhatsApp send volume, conversion rates and cost per incremental order.
- Whether businesses shift promotional volume to app push, email or other channels, or alter messaging frequency.
- Inventory template messages sent outside the 24-hour service window and estimate the new cost by campaign, customer segment and market.
- Rank sends by incremental conversion and contribution margin; cap frequency or stop low-return broadcasts before the charge begins.
- Confirm payment setup and billing ownership by September 30, and create a fallback plan for time-sensitive, opted-in communications.
- Keep WhatsApp for high-value service and conversion journeys while testing alternatives for lower-priority outreach.
The counter-case
This is a narrow pricing change, not evidence of a broader shift in omnichannel retail. It affects only some template messages sent through the WhatsApp Business Platform outside the 24-hour service window; customer messaging remains free, and the signal gives no evidence that businesses will reduce usage or change channels.