If your company serves customers over WhatsApp Business, this concerns you: starting October 1, 2026, Meta begins charging for messages that used to be free. Here's what changes, without too much jargon.
Service messages — the ones your team or our intelligent agents reply with — will be charged per message starting that date, with no volume discounts.
Utility messages, which had been free since July 2025, also become chargeable again, billed per message delivered. The difference is that these do keep their volume discounts between markets.
One useful detail: if the customer wrote to you from a "Click to WhatsApp" ad, you still get 72 free hours to reply, with none of these messages being charged.
At URL Pro we are updating our intelligent agents so WhatsApp keeps being a secure, efficient, and cutting-edge channel for your business.
