> For the complete documentation index, see [llms.txt](https://learn.doubletick.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://learn.doubletick.io/whatsapp-business-api/whatsapp-business-platform-pricing-changes-changelog.md).
# WhatsApp Business Platform pricing changes: changelog
Learn how WhatsApp Business Platform pricing has changed over time, with the latest changes first.
Meta updates WhatsApp Business Platform pricing from time to time. This article lists every change in one place, with the newest first. We will keep adding new changes here as Meta announces them.
#### What's covered
* [Pricing changes effective October 1, 2026](#pricing-changes-effective-october-1-2026)
* [Pricing changes effective January 1, 2026](#pricing-changes-effective-january-1-2026)
* [Pricing changes effective October 1, 2025](#pricing-changes-effective-october-1-2025)
#### Pricing changes effective October 1, 2026
From October 1, 2026, Meta is changing how certain WhatsApp messages are charged.
**What's changing**
* **Service messages** sent in an **open 24-hour window** are no longer free. These are non-template replies, such as free-form text or media, that you send after a customer starts a conversation.
* Meta charges Service messages at the **Utility rate** of the relevant market.
* You get a **free allowance of 1,000 Service messages** per business phone number, per month. Messages beyond the allowance are charged.
* The allowance resets with each billing cycle and **does not carry forward**.
* **Utility template messages** sent in an open 24-hour window also become chargeable. They have been free since July 2025, but Meta will now apply the Utility rate even when the window is open.
* Several markets get separate, updated rates.
**What this means for your business**
* Your WhatsApp messaging costs may go up if you send many Service messages or Utility templates during an active window.
* The impact depends on your **message volume**, **message categories**, and the **markets** you message.
**Latest rates**
To know the latest price changes, see the [DoubleTick conversation cost page](https://doubletick.io/conversation-cost). Meta may revise these rates from time to time, so always check this page for the latest rates.
**What you should do**
* Review your **WhatsApp wallet balance** against your messaging volume.
* Set up a low balance alert under **Settings > Email Alerts**. For setup instructions, see [How to Set Up Low Wallet Balance Email Alerts in DoubleTick](/settings/how-to-set-up-low-wallet-balance-email-alerts-in-doubletick.md).
* Keep enough balance in your wallet so that no template or message **fails to deliver**.
#### Pricing changes effective January 1, 2026
From January 1, 2026 at 12:00 AM IST, Meta introduced revised template rates in several regions. DoubleTick applies the new rates automatically.
**Marketing messages**
* **Lower rates:** France and Egypt.
* **Higher rate:** India. Businesses sending marketing templates to users in India may see a slight increase.
**Utility and Authentication messages**
* **Lower rates:** North America.
**What this means for DoubleTick users**
* The updated rates apply **automatically** from January 1, 2026.
* You do not need to change anything in your DoubleTick account.
* Your existing messaging workflows continue as usual.
#### Pricing changes effective October 1, 2025
From October 1, 2025 at 12:00 AM (in your WhatsApp Business Account time zone), Meta changed message rates in the following markets.
**Rate increases**
* **UAE:** Marketing message rates increased.
* **Colombia:** Utility and Authentication message rates increased.
**Rate decreases**
* **Mexico:** Marketing message rates decreased.
* **Saudi Arabia, Argentina, and Egypt:** Utility and Authentication message rates decreased.
**Regional mapping update**
* **Zimbabwe (+263)** moved from "Other" to the **"Rest of Africa"** region.
* Messages to WhatsApp users in Zimbabwe are charged at Rest of Africa rates.
**What this meant for you**
* Marketing campaigns in the UAE, or Utility and Authentication messages in Colombia, may have cost slightly more.
* Businesses messaging mainly customers in Mexico, Saudi Arabia, Argentina or Egypt benefited from lower costs.
* Messages to Zimbabwe follow the Rest of Africa pricing.
#### FAQs
Do I need to change anything in DoubleTick when Meta changes pricing?
No. DoubleTick applies the updated Meta rates automatically from the effective date.
Where can I see the latest rates?
Open the [DoubleTick conversation cost page](https://doubletick.io/conversation-cost). It shows the latest country-wise rates.
Does the free Service message allowance carry forward?
No. The allowance of 1,000 Service messages per business phone number resets every billing cycle.
How do I make sure my messages do not fail when they become chargeable?
Keep enough balance in your wallet and set up a low balance email alert under Settings > Email Alerts.
Who can I contact about how this affects my costs?
Contact DoubleTick support or your DoubleTick account representative.
#### Related articles
{% content-ref url="/spaces/53n17VnOICC1LtDqlENV/pages/mRz2sEl0il8HNhoSv9q7" %}
[How Conversation Charges Works](/whatsapp-business-api/how-conversation-charges-works.md)
{% endcontent-ref %}
{% content-ref url="/spaces/53n17VnOICC1LtDqlENV/pages/Aa52P4uYmCLHqUTGxGcu" %}
[How to Set Up Low Wallet Balance Email Alerts in DoubleTick](/settings/how-to-set-up-low-wallet-balance-email-alerts-in-doubletick.md)
{% endcontent-ref %}
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