Will the WhatsApp Business App start charging?

No. The change applies to businesses that use the WhatsApp Business API through a BSP, Business Solution Provider (or Business Solutions Provider). The WhatsApp Business App, installed and used directly on a mobile phone, is not affected by the new rules.

How much will service messages cost?

The fee depends on the country. Meta is expected to publish the rates for each country by September 1, 2026. Starting October 1, 2026, service messages will be charged per message through the official API.

Will free service messages no longer exist?

Yes. Service messages, which have been free since November 2024, will be charged starting October 1, 2026. The free 72-hour window for conversations initiated exclusively through Click-to-WhatsApp ads will remain available.

Will utility templates be charged when the 24-hour window is open?

Yes. Starting October 1, 2026, a utility template sent when the 24-hour customer service window is already open will be charged individually.

What is Meta Business Agent?

Meta Business Agent is Meta's native AI infrastructure. The platform was launched on July 1, 2026, and charging for its use began on August 1, 2026, based on a per-token model. The reported price is US$2.00 per 1 million tokens, with an estimated cost of 4 to 5 US cents per message processed by the feature.

How can I reduce the cost of service messages?

Some measures include taking advantage of the free 72-hour Click-to-WhatsApp window, using WhatsApp Flows to collect information in a single interaction, directing lower-value inquiries to other channels, and reviewing your flows to eliminate unnecessary messages.

How much will WhatsApp Business service messages cost in 2026?

The exact cost depends on the rate for each country, which Meta will publish by September 1, 2026. However, Meta has already confirmed that, starting October 1, 2026, service messages will have the same per-message rate charged for utility and authentication messages in the respective market, with no volume tiers.

Will free WhatsApp service messages end?

Yes. Unpaid service messages (free-form replies within active windows) will no longer be free as of October 1, 2026. The main exception to the free messaging policy maintained by Meta is the 72-hour free customer service window initiated by Click-to-WhatsApp ads.

Will the WhatsApp Business App (the free app) become paid?

No. The new pricing rules apply exclusively to businesses that use the WhatsApp Business API (connected through partners/BSPs or through a direct integration). The regular WhatsApp Business App (installed on a mobile phone) will remain completely free.

Will utility templates be charged even when the 24-hour window is open?

Yes. Starting October 1, 2026, any utility template sent during an already-open 24-hour customer service window will no longer be free and will be charged individually per message.

How can I reduce the cost of service messages under the new rules?

To optimize costs, combine channel intelligence with efficient flows: take advantage of the free 72-hour Click-to-WhatsApp ad window, use WhatsApp Flows to collect multiple pieces of information in a single message, and prioritize WhatsApp for high-conversion or high-intent interactions. For recurring and lower-complexity inquiries, use Zenvia's omnichannel strategy to direct customer service to owned conversational channels without a per-message cost, such as website chatbots, apps, or web chats, and periodically audit your flows to eliminate unnecessary automated messages.

What is considered a "service message" in the WhatsApp API?

Any free-form text message (non-template) sent by a business in response to a customer within a 24-hour customer service window activated by the user, as long as it is not processed by Meta Business Agent.

Can WhatsApp API billing be done in Brazilian Reais (BRL)?

Yes. Starting July 1, 2026, Meta enabled BRL billing for accounts in Brazil. Customers currently billed in US Dollars (USD) have until June 30, 2027, to migrate their WABA account currency to Brazilian Reais through the API or dashboard.

What changes for those already using the WhatsApp API through Zenvia? Do I need to do anything?

The main change is the new cost structure starting in October 2026, when service messages and utility templates sent during an open window will be charged per message. In addition, customers billed in Brazil have until June 30, 2027, to migrate their WABA account currency from USD to BRL through the API or dashboard. We recommend auditing your flows to optimize message sending and contacting your Zenvia account manager for support with financial planning.

How can I estimate how much more I will pay starting in October 2026?

To estimate the financial impact, calculate your monthly volume of service messages (free-form replies within the open 24-hour window) and utility templates sent during active conversations. Since service messages will have the same per-message rate as utility templates in each market, apply the rate for your region (the final service message rates will be published by Meta by September 1, 2026). 

Is the charge from Meta or Zenvia? How does it appear on the invoice?

Messages sent through the API (such as service messages, templates, and conversations) will continue to be billed and intermediated by Zenvia. For eligible customers in Brazil, costs billed in local currency (BRL) will reflect the billing localization introduced in July 2026.