Meta is changing how WhatsApp Business messaging is billed. From 1 October 2026, service messages (free-form replies inside an open 24-hour window) and utility templates sent inside that window both become chargeable. Both have been free until now.

This is a Meta platform change and applies to every business on WhatsApp, on any provider.

Every WhatsApp Business Account still gets 1,000 free service messages a month. After that, service messages bill at the same rate as a utility template in your market, with no volume discount.

Independent of this change, Meta is extending the free click-to-message ads (CTWA) window from 72 hours to 7 days. The change is effective immediately.

Check your region's rate on the Wati pricing page, and read our optimization guide for ways to lower your message count before the change lands.