WhatsApp Business Platform introduces paid messaging model for Indian firms

Indian businesses using WhatsApp Business Platform will transition to a paid messaging model from October 1, according to an announcement by Meta. The change introduces a monthly allocation of 1,000 free service message replies per phone number, after which organisations will incur charges for additional messages sent to customers.

The move represents Meta's effort to monetise WhatsApp's business messaging tools, which have gained traction among Indian enterprises seeking direct customer communication channels. Service messages include order confirmations, shipping notifications, account alerts, and other transactional communications that fall outside the promotional messaging category.

Businesses currently operating on WhatsApp Business Platform will need to review their messaging volumes and budgets ahead of the October 1 implementation date. The platform has become increasingly popular among Indian companies ranging from e-commerce firms to service providers, making the pricing adjustment relevant to a significant segment of the business community.

Meta has not disclosed specific per-message rates for communications beyond the free allocation. Industry observers suggest the move could prompt businesses to optimise their messaging strategies and evaluate cost-effectiveness relative to alternative customer communication platforms.

The pricing change applies to businesses using WhatsApp's official business solution and does not affect personal WhatsApp users, who continue to access the platform's messaging services without charges.