Since 1 October 2026, replying to a customer on the WhatsApp Business Platform can incur a Meta charge even while the conversation is open. The 24-hour customer service window still exists, but it no longer means unlimited free replies. A useful budget separates incoming customer messages, Service replies, templates and your provider's charges.
This guide covers the API platform, not the WhatsApp Business smartphone app. It uses Meta's rules and rate cards effective 1 October 2026, checked on 16 October.
From conversation pricing to message pricing
On 1 July 2025, Meta replaced conversation-based pricing with charges for delivered templates. Since 1 October 2026, Service messages beyond the monthly allowance and utility templates inside the customer service window are also charged.
Delivery triggers Meta's charge; pressing Send alone does not. Your provider may apply different billing rules to transport, platform or AI fees.
What happens when a customer messages you
Meta does not charge for a customer's message to a business. It opens or resets a 24-hour window during which the business can send free-form replies without a template.
A free-form reply from a human operator or a third-party AI is a Service message. Meta provides the first 1,000 delivered Service messages per month for each business phone number free, charging from message 1,001. The allowance resets monthly and does not roll over. It counts messages, not customers or conversations: three delivered replies use three units.
Outside the 24-hour window, you need an approved template. Marketing, utility and authentication templates retain their categories even when sent inside the window. The Service allowance does not make them free.
An example for recipients in Italy
Meta's EUR base rate card effective 1 October 2026 lists:
| Category | Meta cost per delivered message |
|---|---|
| Service after the allowance | €0.0248 |
| Utility | €0.0248 |
| Authentication | €0.0248 |
| Marketing | €0.0658 |
These are Meta rates for Italian recipients, not TikJoy prices. Recipient market and account currency matter: this is neither a worldwide price list nor a conversion of the USD card. Utility and authentication can qualify for volume tiers; Service does not receive these discounts.
Suppose one number delivers 1,500 Service replies to Italian recipients in a month, all outside free entry point windows. The first 1,000 use the allowance; the remaining 500 cost 500 × €0.0248 = €12.40 at Meta. Add any provider and AI charges separately, with applicable tax treatment.
The free entry point window is a specific exception
An eligible entry from an ad that clicks to WhatsApp on Android or iOS can open a free entry point window if the business replies within 24 hours. Meta's updated technical documentation says this window may remain open for up to 7 days, starting with that business reply. Meta does not charge for marketing, utility, authentication or Service messages during it. Free pricing does not extend permission to send free-form messages beyond the 24-hour customer service window: after that, a template is required.
A normal WhatsApp link on your website does not guarantee this benefit. Advertising, provider and AI costs may still apply. Meta Business Agent messages have a separate category and token-based pricing and remain charged in this window. An external bot does not become Meta Business Agent simply because it uses AI.
Update the budget without cutting support
Count delivered replies by number, month, market and category. Separate messages covered by the allowance, messages in free windows and billable messages. Avoid unnecessary fragmentation: one clear answer can replace three separate messages without withholding useful information.
Then compare these costs with your provider agreement. Meta's allowance does not promise 1,000 free replies on a TikJoy plan; a commercial price may include services absent from Meta's rate card. Check TikJoy pricing for your plan and establish what is included before comparing offers.
Always distinguish when you may reply, what Meta charges and what you pay your provider. These are three separate questions.
Sources and verification date
Checked on 16 October 2026 against Meta's technical pricing documentation, including its free-message rules and linked EUR rate cards effective 1 October 2026. Rates and conditions can change: check the card for your market and currency when building a budget.