Meta has announced an important update to WhatsApp Business API pricing, introducing a per-message pricing model effective January 1, 2026. This update changes how businesses are billed for different WhatsApp message categories and directly impacts campaign planning, automation costs, and customer communication strategies.
At Chati, we closely track WhatsApp policy updates to help businesses stay compliant, cost-efficient, and ahead of changes that matter.
What Is WhatsApp Per-Message Pricing?
With this update, WhatsApp will charge businesses for every message successfully delivered, instead of relying only on conversation-based billing.
Pricing depends on:
Message category
Recipient’s country
Whether the message is sent inside or outside the customer service window
This approach offers more transparency but also requires smarter message usage.
With this update, WhatsApp will charge businesses for every message successfully delivered, instead of conversation-based billing. If you’re unfamiliar with the API itself, check out our WhatsApp Business API guide to learn the basics.
What Are WhatsApp Conversation Credits (WCC)?
WhatsApp Conversation Credits (WCC) are consumed when businesses send template-based messages, including:
Marketing messages
Utility messages
Authentication messages
Credits are deducted strictly according to Meta’s official pricing, based on message category and the user’s country. Charges apply only after successful delivery.
Updated WhatsApp Pricing for India (Per Message Delivered)
Effective January 1, 2026, the revised pricing for India is:
Marketing messages: ₹1.09
Utility messages: ₹0.145
Authentication messages: ₹0.145
Service messages: Free
✅ Service messages remain free when sent within the active customer service window.
Understanding the WhatsApp Customer Service Window
When a user messages your business, a 24-hour customer service window starts automatically. Each new incoming message resets this window.
During this window:
Free-form replies are allowed at no cost
Service messages remain free
Utility messages sent within the window are not charged
⚠️ Important:
Utility messages sent outside the active service window will be charged as per applicable utility pricing.
Country-Wise WhatsApp Message Pricing
WhatsApp message rates vary by country, making it important for businesses with international audiences to plan messaging costs carefully.
Platforms like Chati help businesses track message categories, delivery status, and pricing impact directly from a single dashboard.
What This Update Means for Businesses
Starting January 1, 2026:
Per-message pricing will be applied automatically
Charges will depend on message type and recipient location
Service messages remain free within the service window
Businesses need tighter control over template usage and timing
This shift makes message relevance and timing more important than ever.
How Businesses Can Reduce WhatsApp Messaging Costs
To stay efficient under the new pricing model:
Respond promptly to keep conversations within the service window
Use Utility messages only when necessary
Plan Marketing campaigns with clear targeting
Monitor delivery success to avoid wasted spend
Businesses that align automation and engagement strategies early will benefit the most.
Final Thoughts
The WhatsApp per-message pricing update introduces clearer billing but also demands smarter communication strategies. By understanding message categories, service windows, and regional pricing, businesses can continue to scale WhatsApp engagement without unnecessary costs.
At Chati, our focus remains on helping businesses adapt seamlessly to platform changes while delivering meaningful customer conversations.