Meta to introduce WhatsApp Business message fees in October 2026

Meta is implementing a fundamental change to the pricing structure of its WhatsApp Business Platform. Starting October 1, 2026, the company will end free customer service responses and transition to a model where every individual message is charged.

This change specifically affects the WhatsApp Business API. Previously, service messages within certain time windows were largely free for businesses, but under the new model, even responses within the standard 24-hour window will incur costs. Industry estimates suggest costs could reach between 10 and 15 cents per message in some contexts, significantly increasing the expense for companies that previously viewed a conversation as a single unit.

The new pricing will be differentiated by region and message type. In several key African markets, including Nigeria, Kenya, South Africa, and Egypt, specific rates have been identified. For example, service messages in Nigeria are set at $0.0101, while marketing messages will be significantly more expensive, costing $0.62 in South Africa and $0.062 in Nigeria. In South Africa, where service responses have been free since November 2024, the official final pricing is expected to be confirmed by September 1, 2026.