The North News
Meta to end free service messages for businesses
Chandigarh, September 30
Meta is set to introduce per-message charges for service messages on the WhatsApp Business Platform from October 1, ending the free service facility for businesses in India and other markets.
Businesses were required to add a payment method by September 30, failing which Meta will stop delivering service messages after the charges take effect.
Service messages were non-template responses handled by human representatives or third-party AI systems within WhatsApp’s 24-hour customer service window. Utility messages sent during the same window, which had been free since July 2025, will also become chargeable.
Meta said rates would vary by market, match utility and authentication message rates. It also said businesses will not be charged twice for the same message under the new pricing structure.
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