Meta to charge for WhatsApp replies after 1,000 free messages from October 2026

Meta will begin charging businesses for WhatsApp replies that exceed a monthly free quota of 1,000 messages starting October 1, 2026. Any unused portion of the 1,000-message allowance will not roll over to the next month. Online stores that assist customers via WhatsApp will have to pay more once they exceed the free monthly quota.

Until now, businesses could send replies via the WhatsApp Business Platform/API at no cost as long as a customer had sent a message within the previous 24 hours. Starting October 1, 2026, each business phone number will still receive 1,000 free service messages per month. After the free quota is exhausted, Meta will charge for every regular reply sent.

Previously, WhatsApp allowed businesses to reply to customer messages free of charge if the customer had initiated contact within the last 24 hours. The new policy shifts the cost model to a monthly message quota that applies to each business phone number.

What we know

That will change starting October 1, 2026.
Each business phone number will still receive 1,000 free service messages per month.
Any unused portion of that allowance will not roll over to the next month.
After that, Meta will charge for every reply sent.
Until now, businesses could send replies via the WhatsApp Business Platform/API at no cost as long as a customer had sent a message themselves within the previous 24 hours.