From October 1, 2026, businesses using the WhatsApp Business Platform will pay for every service message they send to customers inside the 24-hour customer service window. Those messages have been free since November 2024. That era ends in less than four weeks.
The change affects businesses using the WhatsApp Business Platform, formerly known as the WhatsApp Business Application Programming Interface, which is the enterprise-grade version of WhatsApp used by medium and large organisations to manage customer communication at scale. The standard WhatsApp Business app used by small businesses and sole traders is not affected.
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