01/10/2026 · Meta Cloud API
WhatsApp API pricing in October 2026: what changed
The main support cost change comes from deliveries that previously had no fee. Counting marketing campaigns alone leaves part of the bill out.
The 24-hour window still exists
A customer message opens or resets the service window. It allows free-form business replies. From October, an open window does not waive service or utility fees. Count every delivered reply, including replies produced by a third-party bot. Incoming customer messages are not billed.
How the allowance affects your budget
For 10,000 replies from one number outside FEP, the bill is (10,000 − 1,000) × $0.0068 = $61.20. With two numbers sending 5,000 each, it is 2 × (5,000 − 1,000) × $0.0068 = $54.40. This requires real distribution, not just registering another number.
What to check in your operation
Ensure your Meta account has a payment method for billed deliveries beyond the allowance. Keep reports by number, market, category and account month. Record delivered volume because failed attempts have no delivery fee. Providers may add subscriptions or other charges.
When ad-entry changes the bill
An eligible click-to-WhatsApp contact can open FEP after the business responds within 24 hours. Confirm eligibility and duration in Meta. Do not treat every customer-started conversation or wa.me link as free ad-entry. Enter confirmed FEP volumes; ads and Meta AI have separate costs.
Free-message rules before and after
| Case | Through September | From October |
|---|---|---|
| Free-form reply within 24h | No service fee | 1,000 free per number/month; excess billed |
| Utility within 24h | Free in the window | Billed outside eligible FEP |
| Incoming customer message | No Meta fee | No Meta fee |
| Service on multiple numbers | No service fee | Separate allowances, no pooling |