Gupshup fee changes to Cloud API marketing w.e.f 1st Jan 2026

Gupshup is updating its marketing services to align with Meta’s new requirements/changes. Thus we will be updating the WhatsApp prices of marketing messages sent by Cloud API (not MM Lite) w.e.f Jan 01, 2026.

What’s Changing: Effective January 1, 2026   

All cases that are continuing to send marketing messages through Cloud API (not MM Lite) will be able to do so with their current implementation (V2 or v3 APIs), however Gupshup will charge an extra 6% markup on the WhatsApp marketing fee for the same, starting Jan 01, 2026. This will include cases or combination of cases such as - 

a. Any WABAs (largely created till Aug 2025) that have NOT accepted MM Lite ToS intent yet or cannot accept MM lite ToS as per Meta eligibility.
b. Any WABAs that have voluntarily switched off auto-routing of MM Lite flag on Gupshup for v2 APIs

c. Any WABAs that are messaging through Gupshup V3 regular template endpoints instead of MM Lite endpoint for marketing messages.

What should you do to save the extra costs effective January 1, 2026 :
a. For case A above, businesses can save additional marketing costs by accepting MM lite ToS following the steps here or fulfill eligibility criteria. Gupshup and OneDirect have already sent ToS requests in the last 3 to 4 months. Partners can guide their businesses (customers) to follow the steps accordingly. 

b. For case B above, any WABAs that have voluntarily switched off auto-routing of MM Lite flag on Gupshup, must now decide a strategy to move towards MM Lite and reach out to Gupshup team when they are ready. Know more

c. For case C above, partners using v3 endpoints can adopt marketing messaging through the new Gupshup V3 - MM Lite endpoint.

What’s NOT Changing:

• V2 Users : As all new WhatsApp account onboardings will continue to be onboarded on MM Lite (no separate ToS acceptance needed), their marketing messages will continue to auto-route via MM Lite (for v2 API users). No change in pricing or implementation here, from what exists today.
•  V3 Users : Also all WABAs that are messaging through Gupshup V3 - MM Lite endpoint and have onboarded on MM Lite, their marketing messages will continue to flow as is. No change in pricing or implementation here, from what exists today.

How will billing work?

In wallet statement, it will show under 'Messages : Gupshup fees' as 'Gupshup fee for Cloud API marketing'.

In the analytics in Partner Portal, it will be included in the Gupshup fee.

Since this will be a markup over WhatsApp fee, it will be charged on delivery of message, and will not be part of any capping plan/other pricing plans of Gupshup fee.

The billing event will be like - 

Billing Event V2

Source will be gupshup, will show as billable 'true'.

Sample Payload

{
  "entry": [
    {
      "changes": [
        {
          "field": "billing-event",
          "value": {
            "billing": {
              "deductions": {
                "billable": true,
                "category": "marketing",
                "model": "PMP",
                "source": "gupshup",
                "type": "regular"
              },
              "references": {
                "destination": "91941003xxxx",
                "gs_id": "8e2abac1-31e3-4ad9-8d21-b2b5d0xxxxxxx",
                "id": "031Y3n35om5LZ1cvTxxxxx"
              }
            }
          }
        }
      ]
    }
  ],
  "gs_app_id": "6f414190-d45c-4671-bca1-fb6c3xxxxxxx",
  "object": "whatsapp_business_account"
}

Payload Description

Billing Event V3

Source will be gupshup, will show as billable 'true'.

Sample Payload

{
  "entry": [
    {
      "changes": [
        {
          "field": "billing-event",
          "value": {
            "billing": {
              "deductions": {
                "billable": true,
                "category": "marketing",
                "model": "PMP",
                "source": "gupshup",
                "type": "regular"
              },
              "references": {
                "destination": "9194100xxxx",
                "gs_id": "3e9eef3f-4d63-400a-9b71-793c636xxxxx",
                "id": "031Y4Bv1QGuxzJuiKxxxx"
              }
            }
          }
        }
      ]
    }
  ],
  "gs_app_id": "6f414190-d45c-4671-bca1-fb6c301xxxxx",
  "object": "whatsapp_business_account"
}

Payload Description

For any doubts or queries, please do not hesitate to reach out to us.