From 1 October 2026, Meta updates the pricing of the WhatsApp Business Platform. These charges are set and billed by Meta. eGrow's plans and prices are not changing at this time, and every eGrow feature (inbox, automations, order confirmation, campaigns, AI agent) continues to work as today.
Summary
On 1 October 2026 Meta introduces three types of change to WhatsApp Business pricing:
- Per-message billing is extended to service messages. Replies sent inside an open conversation, including messages typed by your agents in the inbox, become billable beyond a monthly free allowance.
- Utility templates sent inside the 24-hour customer service window are no longer free.
- Rates change in several markets, including Morocco, which moves to its own price list with higher rates.
Messages your customers send to you remain free.
1. Changes that apply to all markets
| Area | Until 30 September 2026 | From 1 October 2026 |
|---|---|---|
| Service messages free-form replies in an open 24-hour window, by agents or the AI agent | Free | First 1,000 per business phone number per month free, then billed per delivered message at the market's utility rate. The allowance does not roll over. |
| Utility templates inside the service window e.g. order confirmation sent while the chat is open | Free | Billed per message at the utility rate |
| Utility templates outside the window | Billed per message | Billed per message (new market rates apply) |
| Marketing and authentication templates | Billed per message | Billed per message (new market rates apply) |
| Free entry points Click-to-WhatsApp ads, Facebook Page call-to-action | 72-hour window, all messages free | Unchanged |
| Messages received from customers | Free | Free |
Market changes
- Marketing rates increase in Kuwait, Mexico, Morocco, Saudi Arabia, United Arab Emirates, Rest of Middle East and Rest of Asia Pacific.
- Utility and authentication rates increase in Kazakhstan, Kuwait, Morocco, Oman, Pakistan, Peru, South Africa and Ukraine.
- Utility and authentication rates decrease in Bangladesh, Iraq, Nepal and Sri Lanka.
- Nine markets move to their own price list instead of a regional one: Bangladesh, Iraq, Kazakhstan, Kuwait, Morocco, Nepal, Oman, Sri Lanka and Ukraine. Their volume tiers are now counted separately.
- A separate authentication-international rate is introduced in more markets, including Morocco.
Pricing always follows the recipient's phone number: a message to a +212 number is billed at the Morocco rate, wherever your business is based.
2. Morocco: new rates
Morocco leaves the "Rest of Middle East" group and gets its own rates:
| Category | Typical use | Until 30 Sept | From 1 Oct | Change |
|---|---|---|---|---|
| Marketing | Promotions, broadcasts, re-engagement | $0.0225 | $0.0414 | +84% |
| Utility | Order confirmation, shipping and delivery updates | $0.0040 | $0.0230 | +475% |
| Authentication | One-time passcodes | $0.0040 | $0.0230 | +475% |
| Authentication-international | Passcodes sent by businesses outside Morocco | โ | $0.0811 | New |
| Service | Agent and AI replies in an open chat | Free | $0.0230 | After 1,000 free / number / month |
Rates per message in USD, excluding taxes, as published on Meta's October 2026 rate card. Meta invoices in the currency of your WhatsApp Business Account, so amounts may differ slightly after conversion. The exact rates for your account are shown in Meta WhatsApp Manager under billing.
3. Cost impact: worked example
A Moroccan store processing 3,000 orders per month, with an average of 3 business-initiated messages per order (confirmation, shipment, out for delivery) and 2,000 agent replies:
| Item | Until 30 Sept | From 1 Oct |
|---|---|---|
| 9,000 utility messages | up to $36 | $207 |
| 2,000 agent replies (1,000 free) | $0 | $23 |
| Total | up to $36 | $230 |
Reducing the flow to 2 messages per order brings the utility cost down to $138. From October, message volume is the main cost driver.
4. Recommended actions
- Consolidate messages. Combine information that is sent in separate messages today (for example confirmation and delivery date) into a single message.
- Review your WhatsApp automations. In Automations, list every flow that sends a WhatsApp message and keep only the notifications that add value for the customer. Remove duplicates and courtesy messages sent right after another message.
- Limit shipping notifications to key milestones. "Shipped" and "out for delivery" cover most customer needs; intermediate carrier statuses rarely do.
- Segment marketing campaigns. Target recent and repeat buyers rather than full contact lists. Marketing is the most expensive category.
- Set inbox guidelines for agents. One complete reply instead of several short ones. Beyond 1,000 replies per number each month, every message is billed.
- Use free entry points. Conversations that start from a Click-to-WhatsApp ad or your Facebook Page button keep a free 72-hour window for all message types.
- Monitor your first October invoice. Check Meta WhatsApp Manager billing in the first week of October and adjust your budget and flows accordingly.
5. What does not change
- eGrow plans and prices, at this time.
- All eGrow features and your existing automations, templates and integrations.
- Messages received from your customers remain free.
- The 72-hour free window for conversations started from free entry points.
Frequently asked questions
Is eGrow changing its pricing?
No. This change is decided and billed by Meta. eGrow does not receive any part of Meta's WhatsApp charges, and eGrow's plans and prices are not changing at this time.
Do I need to change anything for my account to keep working?
No. Everything continues to work after 1 October. The recommended actions above are about controlling cost.
My business is not in Morocco. Am I affected?
The per-message changes apply to all markets. The Morocco rates apply to every message sent to a +212 number, wherever your business is located.
Where can I see exactly what I pay?
In Meta WhatsApp Manager, under billing and insights, per message category and per country.
Can eGrow help me review my message flows?
Yes. Open a support ticket or contact us on WhatsApp and our team will review your automations with you.
Source: Meta for Developers, "Pricing on the WhatsApp Business Platform" and the October 2026 rate cards.