WhatsApp to implement new API messaging fees in October

Starting October 1, Meta will implement new charging structures for businesses using the official WhatsApp API. The update primarily affects medium and large-scale operations that rely on the API for customer service.

Previously, service messages—free-form text, audio, or image responses sent by a company within a 24-hour window opened by a customer—were not charged. Under the new policy, every individual message delivered within this window will incur a fee. Additionally, utility templates sent while a service window is already open will no longer be exempt from charges.

In Brazil, where WhatsApp usage is extremely high, these changes could significantly impact operational costs. Companies will need to optimize how they structure conversations to avoid excessive charges, as each separate response (such as individual answers to different questions) will be billed as a distinct unit. The standard WhatsApp Business app used by small businesses for manual responses remains free of these per-message charges.