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WhatsApp Message Rate Card Updates
Starting January 1, 2026, updated WhatsApp conversation rates will apply across select regions and message categories. These changes reflect Meta’s latest pricing updates across marketing and utility messages.
Summary of Pricing Changes
Marketing Messages
Lower rates in:
- France
- Egypt
Higher rates in:
- India
Utility & Authentication Messages
Lower rates in:
- North America
Service Conversations
- Remain FREE across all regions
Important Reminder: Service Conversations Are Free
Service conversations allow businesses to respond to customers at no cost within a 24-hour customer service window.
How the 24-Hour Window Works
The 24-hour service window starts every time a customer sends an inbound message to your business.
Within this window, businesses can send unlimited free-form messages without using paid templates.
Each new inbound customer message resets the 24-hour window, allowing continued free responses.
What You Can Send During the Service Window
- Text messages
- Media (images, videos, documents)
- Interactive messages (buttons, lists, flows)
All of the above can be sent without any charges during the active service window.
What This Means for Your Business
- Continue unlimited customer support conversations at no cost within the service window.
- Only business-initiated messages outside the 24-hour window require paid templates (Marketing, Utility, or Authentication).
- Pricing updates are applied automatically—no action is required from your side.
- Existing workflows, templates, and automations will continue to work as-is.
Learn More
For the complete, country-level pricing breakdown and billing details, refer to the updated documentation: