1. [Help](https://nuvia.ai/en/docs)

# Meta announces changes to WhatsApp billing rules starting October 1

What changes in billing for service and utility messages starting October 1, and how to get ready

Updated on September 22, 2026

On this page

1. 1. NEW: SERVICE messages
2. 2. CHANGE: UTILITY messages
3. 3. NO CHANGE (still free)
4. ⚠️ IMPORTANT: your template category can change on its own
5. How to fix it (5 minutes)

**On this page5 sections**

1. 1. NEW: SERVICE messages
2. 2. CHANGE: UTILITY messages
3. 3. NO CHANGE (still free)
4. ⚠️ IMPORTANT: your template category can change on its own
5. How to fix it (5 minutes)

Starting October 1, Meta will charge for service messages, the replies you send within the 24-hour window after a customer reaches out to you. The charge comes from Meta and applies to everyone using WhatsApp Business through the API or Coexistence, on any platform. Here's what changes:

## 1. NEW: SERVICE messages

-

They start being charged in October;

-

Each business number gets 1,000 free per month;

-

From the 1,001st on, you pay;

## 2. CHANGE: UTILITY messages

-

Through September: free within the 24-hour window;

-

Starting October: charged within that window;

-

Example: order confirmations and updates now cost money;

## 3. NO CHANGE (still free)

-

Non-template messages (text, image, etc.) within the 24-hour window;

-

Messages received from the customer;

-

Click-to-WhatsApp window (72h);

## ⚠️ IMPORTANT: your template category can change on its own

Meta can reclassify a template from Utility to Marketing if it considers the content promotional, even if the category was already confirmed in a review.

-

Usually with 1 day's notice. If your number has already been warned for category misuse, the change is immediate and without notice;

-

Once reclassified, the template is charged at the marketing rate, with no new approval needed;

-

To avoid it: keep utility templates truly transactional (confirmations, updates) and leave promotional content for marketing templates;

Heads up

set up your payment method in Meta's Billing Hub by **September 30**. On October 1, without a payment method on file, you won't be able to send.

## How to fix it (5 minutes)

1.

Go to Meta's Billing Hub → Payment methods

2.

Add a card (Visa/Mastercard) or link a credit line

3.

Confirm it's linked to the WhatsApp Business account

Official reference: [https://developers.facebook.com/documentation/business-messaging/whatsapp/pricing#updates-to-rate-cards](https://developers.facebook.com/documentation/business-messaging/whatsapp/pricing#updates-to-rate-cards)

Was this article helpful?

## Related articles

- [Understanding WhatsApp rules: 24h and 72h windows and templates](https://nuvia.ai/en/docs/artigos/14575042-understanding-whatsapp-rules-24h-72h-windows-templates)

## Still need help?

Customers reach support through the chat inside the platform. Not a customer yet? Talk to our team.

[Talk to support in the platform](https://app.nuvia.ai) [I'm not a customer yet](https://nuvia.ai/en/contact)

---
Source: https://nuvia.ai/en/docs/artigos/16821585-meta-announces-whatsapp-billing-changes-starting-october-1