From 1 October 2026, every non-templated utility or service reply your team sends within the 24-hour customer service window will cost ₹0.13 per message, ending the current “all replies free” rule.
• The 24-hour customer service window is no longer free for business replies.
• Utility and service messages—including human agent replies, AI Agent replies, updates, and any other non-templated content—will be charged on a per-message basis at ₹0.13 (13 paise).
• The change applies worldwide and covers every WhatsApp Business phone number connected to MyOperator.
• Customer-initiated messages themselves remain free.
• Conversations started through Click-to-WhatsApp ads stay free for 72 hours from the ad click.
Meta is introducing a free quota of 1,000 service messages per business phone number each calendar month. The counter resets on the 1st of every month, and charges begin on the 1,001st service message.
Businesses that handle a high volume of inbound support and typically send multiple follow-up replies within the 24-hour window will see the biggest cost increase, because every additional reply will now be billed at ₹0.13.
• Utility reply inside 24 h window: ₹0.13
• Service reply inside 24 h window: ₹0.13
• Applies equally to Team replies, AI Agent replies, updates and any message not based on an approved template.
No immediate action is required. MyOperator will provide account-level impact analysis and the complete revised pricing schedule well before the 1 October switch-over.
Meta’s official guide contains the complete breakdown of the upcoming model, including regional nuances and examples. You can read it here: Meta's WhatsApp Business Pricing Documentation.
Keywords
WhatsApp pricing change, 24-hour window charges, ₹0.13 per message, free 1,000 service messages, Click-to-WhatsApp ads 72 hours, MyOperator WhatsApp billing, Meta pricing October 2026