Meta, the parent company of WhatsApp, is set to introduce charges for customer-service messages sent by businesses on the WhatsApp Business Platform from October 1, 2026.

The new policy will affect businesses that use the platform to communicate with customers, including banks, fintech companies, telecommunications operators, e-commerce platforms and other organisations that rely on WhatsApp for customer support and automated communications.

According to a notice to businesses using the WhatsApp Business Platform, Meta said it would begin charging on a per-message basis for service messages, which have been free since November 1, 2024.

“Effective October 1, 2026, Meta will charge on a per-message basis for all service messages, consistent with how Meta charges for template messages,” the company said.

Meta will also introduce charges for utility messages sent in response to customers within the open 24-hour customer-service window.

Effective October 1, 2026, Meta will charge on a per-message basis for utility messages sent in response to users (within an open 24-hour customer service window),” it added.

Service messages are non-template responses sent by businesses after customers initiate conversations, while utility messages typically involve transactional communications such as payment confirmations, account updates, order confirmations and delivery notifications.

Although the existing 24-hour customer-service window will remain in place, businesses will no longer be able to send service messages free of charge once the new pricing takes effect.

The charges will apply specifically to businesses using the WhatsApp Business Platform, formerly known as the WhatsApp Business API, which enables companies to manage customer interactions at scale.

Meta has yet to disclose the specific rates that will apply from October 1, meaning businesses will have to wait for the company’s final rate card to determine the financial impact of the policy.

The company has, however, warned businesses and solution providers to ensure that a valid payment method is linked to their accounts before the deadline.

“For any Solution Provider or directly-integrated businesses that does not have a payment method on file by September 30, 2026, Meta will stop delivering service messages as of when they become charged on October 1, 2026,” Meta said.

The development marks another step in Meta’s broader transition towards per-message pricing for business communications on WhatsApp.

Utility messages sent within an open customer-service window have been free since July 1, 2025, while service messages have not attracted charges since November 1, 2024.