Starting January 1, 2026, WhatsApp will update its messaging rates in different regions and for various message types. Understanding these changes can help you manage your customer communication without surprises.

📌 Why This Matters

WhatsApp is a key way to chat with your customers, whether for marketing, support, or important notifications. Changes in messaging costs can impact how you budget for customer communication. Knowing how messages are charged helps you keep conversations flowing freely while managing expenses for business-initiated messages outside the service window.

✨ What’s New

• Updated Pricing by Region: Some countries like France and Egypt have lower marketing message rates, while others such as India will see higher rates.
• Lower Utility Message Rates in North America: Utility and authentication message costs have decreased for this region.
• Service Conversations Remain Free: Businesses can respond to customer messages at no cost during the 24-hour service window.

🛠️ How to Use It

1. Understand the 24-Hour Service Window: Every time a customer messages you first, a 24-hour window opens where you can reply freely without costs.
2. Send Various Message Types During This Window: Text, images, videos, documents, and interactive messages like buttons or lists can all be sent freely during this period.
3. Be Mindful Outside the Window: If you send messages outside the 24-hour window without a customer prompting, certain message types will incur charges based on updated rates.
4. Keep Using Existing Templates and Automations: Your current messaging workflows will keep working smoothly without needing changes.

💡 Pro Tip

Encourage your customers to start conversations, so you can maintain free, timely support that helps build loyalty without added messaging costs.