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Meta to Increase WhatsApp Marketing Message Costs by 10% from 1 January 2026
Meta has officially announced an update to WhatsApp Business Platform pricing that will come into effect from 1 January 2026. This change specifically impacts Marketing messages, which will see a 10% increase in cost, while Utility and Authentication messages will continue at the same pricing as before.
This update applies to businesses sending WhatsApp messages to users in India, regardless of where the business is located. If your customers are based in India, this change is relevant to you.
In this article, we explain what’s changing, what’s not, and how businesses can prepare.
What Exactly Is Changing?
Starting 1 January 2026:
- Marketing message costs will increase by 10%
- Utility message pricing remains unchanged
- Authentication message pricing remains unchanged
- Service messages (customer replies within the support window) remain free
No changes are being made to message categories, approval processes, or template rules. Only the Marketing category is impacted by this update.
The update becomes effective on 1 January 2026.
Which Messages Are Considered Marketing Messages?
- Promotional offers and discounts
- New product or feature announcements
- Festive or seasonal campaigns
- Re-engagement or win-back messages
- Broadcast or bulk promotional notifications
What Remains Unchanged?
Utility Messages – No price change
Messages that are transactional and user-expected, such as:
- Order confirmations
- Shipping and delivery updates
- Appointment or booking reminders
- Payment or invoice notifications
Authentication Messages – No price change
Messages used for security and verification, including:
- OTPs
- Login or account verification codes
- Password reset messages
Who Does This Impact?
- Businesses located in India
- Businesses outside India sending WhatsApp messages to Indian users
- All WhatsApp Business Platform users using Marketing templates for Indian recipients
Why Is Meta Making This Change?
- Encourage high-quality and relevant marketing communication
- Reduce spam-like promotional messaging
- Align WhatsApp marketing with long-term platform sustainability
- Improve end-user experience on WhatsApp
How Businesses Can Prepare
- Be more strategic with marketing campaigns
Focus on relevance, timing, and audience segmentation. - Reduce unnecessary promotional broadcasts
Send fewer but more meaningful messages. - Leverage user-initiated conversations
Customer-initiated chats allow you to respond without additional charges. - Prioritize utility-driven engagement
Transactional updates continue to be cost-effective and trusted by users. - Use automation and targeting tools
Platforms like Chat ON Desk help ensure messages are sent only when necessary and to the right audience.
No. Meta has confirmed that Utility and Authentication message pricing remains the same. Only Marketing messages are impacted.
No. The change applies based on the recipient’s country. This article specifically refers to messages sent to users in India.
Yes. Replies sent within the allowed customer support window remain free.
No. Existing templates remain valid. Only the cost of Marketing messages changes.
The update becomes effective on 1 January 2026.
Final Thoughts
The upcoming WhatsApp pricing update is a focused 10% increase on Marketing messages only, with no changes to Utility, Authentication, or customer support messaging. For Indian businesses, this is a good opportunity to reassess promotional strategies and shift toward more meaningful, user-driven engagement.
WhatsApp continues to remain a powerful and reliable channel for transactional and conversational communication — and with the right strategy, businesses can continue to grow efficiently even with this update.
For any questions or guidance on optimizing your WhatsApp messaging strategy, the Chat ON Desk team is here to help.