Meta just put a price on your "good morning".
From October 1, replying to a customer through the WhatsApp Business API is no longer free. We read Meta's official documentation end to end: here is what changes, what it costs and what almost nobody mentions.
Free Per message every reply, after the first 1,000 of the month
In short: from October 1, 2026, Meta charges for every reply a business sends through the WhatsApp Business API, whether a person or an external AI writes it. Each number gets 1,000 free replies a month; after that, every one has a price. And since August 1, replies from Meta's own AI agent are already billed per token. [1] [2]
These changes apply to the WhatsApp Business Platform (the API used by CRMs, chatbots and platforms like Daguito), not to the free app on your phone.[2] Everything below comes from Meta's official sources.
Has my order shipped yet?
Yes! It went out this morning and arrives Thursday.
Can I change the delivery address?
Sure, it's updated. Have a great day!
From October 1, both replies are charged: the Meta agent's by tokens and the person's as a service message, at your country's rate. Until July, neither cost anything. [1]
The road to October
- July 1, 2026
Meta Business Agent arrives on the platform
A new message category: replies from Meta's AI are split from service replies (a person or an external AI).
- August 1, 2026
Meta Business Agent starts charging
$2 USD per million tokens: about 4–5 cents per typical message. Without a payment method, Meta does not deliver its messages.
- September 1, 2026
Meta publishes service rates
Per country, the same as utility and authentication rates. No volume discounts.
- September 30, 2026
Payment method deadline
Without a payment method, from October Meta only delivers the service messages that fit in the month's 1,000 free ones.
- October 1, 2026
Replies are charged
Service messages and utility templates inside the 24h window are charged per delivered message.
The math, at a glance
Replying was free: service messages, utility templates in an open window and Meta's agent.
Every reply has a price. Only service messages come with 1,000 free a month per number.
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Service message
Free → per-country rate (same as utility), with 1,000 free a month
-
Meta Business Agent
Since August: $2 USD / million tokens (~4–5¢ per message)
-
Utility template in an open window
Free → charged per message
-
Marketing template
Already charged — same model
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72h window (Click-to-WhatsApp)
Still free, except Meta Business Agent tokens
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Messages customers send you
Still free
Per-country rates published by Meta on Sep 1, 2026; Meta may update them up to once a quarter. [2]
What to do before October arrives
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Add a payment method today
Without one, from October 1 only your first 1,000 service replies of the month get delivered.
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Make the most of the 72h window
Click-to-WhatsApp ads open 72 hours with no delivery cost. Capture there — don't wait for the customer to write first.
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One message, all the info
Solve in one reply what used to take five: every back-and-forth now counts.
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Review your utility templates
Confirmations and updates inside the 24h window are now charged. Send only the ones the customer needs.
We already did the math.
A Daguito agent understands what your customer needs from the first message — not the fifth. That way Meta's new pricing doesn't catch you off guard.
Book a free assessment