From October 1, 2026, Meta is changing how WhatsApp Business API messages are billed. Service messages and utility messages sent inside the customer service window are now chargeable. These changes apply automatically on the AiSensy platform. Read the full update
What's Changing?
Service messages are now chargeable. Every WhatsApp Business number gets 1,000 free service messages each month. After that, each service message costs ₹0.145 for Indian users.
Utility messages inside the customer service window are now chargeable. They are charged at the utility rate (₹0.145 for Indian users), whether sent inside or outside the window.
Marketing and Authentication rates stay the same.
The free allowance resets on the 1st of every month. Unused free messages don't carry forward.
What Stays Free?
Incoming messages from your customers
Your first 1,000 service messages every month, per WhatsApp Business number
Messages sent within the 72-hour free entry point window from Click-to-WhatsApp ads.
What Are Service Messages?
When a user sends you a message, a 24-hour customer service window begins. Each new message from the user resets this window. Any free-form reply you send inside this window is a service message. This includes live chat replies, chatbot replies and AI Agent replies.
Example
Let’s say a customer messages you at 10:00 AM on Monday.
You reply to the customer from AiSensy's Live Chat at 10:05 AM with a normal message (not a template) — ✅ Service message. Free while you are within your 1,000 free service messages for the month, then ₹0.145 per message for Indian recipients.
The customer replies to you at 10:30 AM — The Customer service window now refreshes, and you can now send the customer any free-form message till Tuesday 10:30 AM.
You reply at 11:15 AM with an order status (utility message) — ⚠️ Charged at ₹0.145 for Indian recipients, even though it is inside the 24-hour window.
You send a marketing template to the customer at 4:00 pm — You'll be charged the price per marketing message according to the recipient's country (₹1.09 per message for Indian recipients)
You send another reminder (utility message) at 5:00 PM the same day — ⚠️ Charged at ₹0.145 for Indian recipients.
But if you send a follow-up utility message at 11:40 AM on Tuesday (after 24 hours of no reply from the user) — ⚠️ You will be charged for that utility message according to the recipient's country (₹0.145 for Indian recipients)
Per-Message Pricing for India (from October 1, 2026)
Category | Price per message |
Marketing | ₹1.09 |
Utility | ₹0.145 |
Authentication | ₹0.145 |
Service | 1,000 free per month, then ₹0.145 |
For users outside India, check the country-wise per-message pricing here
What Do You Need to Do?
Make sure your WhatsApp Conversation Credits (WCC) balance is recharged. From October 1, 2026, it also pays for service messages beyond your 1,000 free each month and for utility templates sent inside the customer service window.
If you use Chatbots or AI Agents, their replies count as service messages too.
Keep replies complete and to the point, since each service message beyond the free 1,000 is charged.
On July 1, 2025, WhatsApp moved from per-conversation billing to per-message billing. Each Marketing, Utility and Authentication template message delivered is charged individually.
For current AiSensy plan prices, see aisensy.com/pricing.
If you have any questions, our support team is always here for you.
Team AiSensy