News · 4 min read
WhatsApp Business changed its pricing: what to check
By +Melo Agency ·
Since October 1, 2026, Meta charges for free-form replies inside the 24-hour window starting with the 1,001st message each month per number, and utility templates sent in that window are no longer free. It applies to the WhatsApp Business Platform, the one used by chatbots and CRMs; the documentation does not mention the free app.
What changed on October 1, 2026?
According to Meta's official documentation, two changes started on October 1, 2026 at 12 a.m., account time.
| Message type | What it is | From October 1, 2026 |
|---|---|---|
| Service message | Free-form reply, no template, inside the 24-hour window | 1,000 free per month per number; charged from the 1,001st |
| Utility template inside the window | Transactional template message sent while the window is open | Charged from the first message; it had been free since July 1, 2025 |
What is the 24-hour window?
When a customer writes to you, a 24-hour window opens to answer with free-form messages. Outside that window you can only send approved templates.
Does this affect me if I use the WhatsApp Business app?
The Meta page we reviewed covers the WhatsApp Business Platform (Cloud API). It does not mention the free app, so we cannot confirm whether it applies to it. If you serve customers from your phone, confirm with Meta; if your chatbot, CRM or provider connects through the API, this does affect you.
What should you check this week?
- That your account has a valid payment method.
- How many service messages you send per month per number: above 1,000, charges start.
- Which utility templates you use and whether you need all of them.
- Meta's price list for Colombia, which defines how much each message costs.
How do you control costs without hurting customer service?
- Answer fully in a few messages instead of many short ones.
- Use templates only when needed, not out of habit.
- Review each month how many messages you sent so you decide with data.
How can +Melo help?
If you use WhatsApp to sell, at +Melo we help you define how your WhatsApp Business should look and work: profile, catalog and messages. Tell us your case and we will look at it together.
Frequently asked questions
Will I be charged for every message?
No. Each business number has 1,000 free service messages per month; charges start at the 1,001st. Utility templates inside the window are charged from the first one.
What happens if I have no payment method?
According to Meta, without a payment method on file by September 30, 2026, service messages may stop being delivered once charging starts.
How much does each message cost?
It depends on the country. Meta publishes the price list; check it for Colombia before estimating your spend.
Last review
- : Published.
Sources
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How we make this blog: we use AI to help research and draft. Every figure and every rule is checked against two sources, which we link at the end, and anything we cannot verify is not published. If you spot something to correct, write to us.