WhatsApp Service Messages Pricing w.e.f 01 Oct, 2026

PLEASE NOTE : REFER THIS ARTICLE FREQUENTLY AS SOME POINTS MAY BE SUBJECT TO CHANGES TILL Service Message Pricing is applied

Service Messages Will Become Chargeable

Businesses will be charged for Service Messages sent by the business. Messages sent by users to businesses will remain free.
Additionally, Meta will introduce a free monthly tier of 1,000 Service Messages per business phone number. 

Utility Messages Within an Open Customer Service Window
Utility messages sent by businesses within an open 24-hour customer service window will also become chargeable.
 

72-Hour Free Entry Point Window Remains Unchanged
Messages sent within the existing 72-hour free entry point window, initiated through Click-to-WhatsApp Ads or Facebook Call-to-Action buttons, will continue to be free for message delivery.

Service Message Pricing
Meta has confirmed that Service Message pricing will be the same as Utility Message pricing for the respective destination country.

Note : There is no change to Gupshup fee.

Meta Service Waivers : If your business is eligible for Service fee waivers from Meta, please notify us by emailing aig.product@gupshup.io by September 30, 2026. Mention the exact WhatsApp phone number, Facebook BM ID and BM name specifying the understanding/conditions with Meta.
 

What You Should Do

We recommend reviewing these upcoming changes and assessing the potential impact on your customers, messaging volumes, and pricing.

Webhooks and technical changes

Here is a summary of all changes coming up due to service messaging getting charged - 

1. Webhook changes

Starting Oct 01, 2026, the conversation and pricing objects in below mentioned webhooks will be affected. 
 

A) Sent and Delivered Webhooks

• New combinations will be possible such as - 

Free customer service type <> Service category : This will continue but only for 1st 1000 service messages in a month per phone number

Regular type <> Service category : This will be a new combination

Regular type <> Utility category : This will be the only combination possible for Utility

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Example of current pricing object changes in v2 Sent event

"pricing": {
  "policy": "CBP",
  "category": "service",
}

Example of upcoming pricing object changes in v2 sent event

"pricing": {
  "policy": "PMP",
  "category": "service",
  "type": "regular" 
}

------------------------------------------------------------------------------

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B) Billing Webhooks - 

• New combinations possible in deduction objects - 

Billable value would ONLY be ‘False’ if ‘type’ is free customer service' (First 1000 service messages of the month) or free entry point. It will not be false for other service messages or any utility messages.

Billable value would be ‘TRUE’ if ‘type’ is 'regular' and category is 'service'

A service message charge applicable for the destination country would apply in the wallet for such an event.

For first 1000 free service messages - 

Example of upcoming deductions object in v3 Billing events 

          "deductions": {
               "billable": false,
               "category": "service",
               "model": "PMP",
               "source": "whatsapp",
               "type": "free_customer_service"

Example of upcoming deductions object in v2 Billing events

  "deductions": {
     "type": "free_customer_service",
     "model": "PMP",
     "source": "whatsapp",
     "billable": false,
     "category": "service"

For other service messages - 

Example of upcoming deductions object in v3 Billing events

         "deductions": {
               "billable": true,
               "category": "service",
               "model": "PMP",
               "source": "whatsapp",
               "type": "regular"

Example of upcoming deductions object in v2 Billing events 

"deductions": {
     "type": "regular",
     "model": "PMP",
     "source": "whatsapp",
     "billable": true,
     "category": "service"

For all utility messages - 

Example of upcoming deductions object in v3 Billing events

         "deductions": {
               "billable": true,
               "category": "utility",
               "model": "PMP",
               "source": "whatsapp",
               "type": "regular"

Example of upcoming deductions object in v2 Billing events 

"deductions": {
     "type": "regular",
     "model": "PMP",
     "source": "whatsapp",
     "billable": true,
     "category": "utility"

----------------------------------------------------------------

C) Changes to ‘amount’ calculation logic :

Start using 'type' and 'category' values in deductions object together to determine if a service message is billable. If billable, fetch billing rate from the Meta rate card (check rate card in USD). Check below table for logic of deduction - 

2. Reports and analytics Modifications on Partner Portal and Wallet

Wallet Home Page

• A new Service Messages card will be added to the Wallet Home Page to show Service message usage.

• The message category breakdown pie chart and table will be updated to include Service as a separate category.

• Free Messages will include up to 1,000 Service messages per month covered under Meta's Service Monthly Free Tier.

• Free Utility messages will no longer be applicable from 1 October 2026 and will therefore no longer be included in the Free Messages count.

Reports

• Wallet reports will include additional columns for:
  • Service Messages (paid ones)
  • Free Service Messages

Wallet Statement 

Wallet statement deductions will include 'Service messages' fee under 'WhatsApp fee'

Partner Portal UI

Dashboard

• Total conversations card will be hidden 
• Total Paid Messages will be updated to include paid Service messages.

Analytics Dashboard

• Total Paid Messages will include paid Service messages.

• Free Messages will include up to 1,000 Service messages per month covered under Meta's Service Monthly Free Tier.

• Free Utility messages will no longer be applicable from 1 October 2026 and will therefore be removed from the Free Messages count.

Reporting through APIs

• Partner App Usage API will also get modified. Details coming soon

THINGS TO NOTE : 

Gupshup will - 
a. share the webhooks based on if service / utility s free or regular - as received for a message from Meta

b. apply the new rate cards if regular <> service and regular <> utility is received.

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FAQ:
1. Will the billing event indicate deduction of Gupshup fee?
Ans. No, the Gupshup fee billing will be deducted as existing and there will be no separate event for it. 

2. What time on Oct 01 will service message pricing apply?
It will apply to all businesses starting Oct 01, 2026, at 12am, by WhatsApp Business Account timezone.