Dear customer,
Meta is going to change WhatsApp message rates in specific countries and regions. Please read this announcement carefully to assess the impact on your business and prepare accordingly.
Background
Effective January 1, 2026, Meta will update WhatsApp message rates for several countries and regions. These changes will affect marketing, utility, and authentication messages.
Policy details
Overview of rate changes
Regions with rate increases:
India: Rates for Marketing and Marketing Message Lead (MML) messages will increase.
Regions with rate decreases:
Egypt: Rates for marketing and MML messages will decrease.
France: Rates for marketing and MML messages will decrease.
North America: Rates for utility and authentication messages will decrease.
Updated rates
Recipient country/region | Marketing (USD per message) | MML (USD per message) | Utility (USD per message) | Authentication (USD per message) | ||||
Before | After | Before | After | Before | After | Before | After | |
Egypt | 0.1073 | 0.0644 | 0.1073 | 0.0644 | - | - | - | - |
France | 0.1432 | 0.0859 | 0.1432 | 0.0859 | - | - | - | - |
India | 0.0107 | 0.0118 | 0.0107 | 0.0118 | - | - | - | - |
North America | - | - | - | - | 0.004 | 0.0034 | 0.004 | 0.0034 |
Effective date
For pay-as-you-go users: Messages sent to the listed countries and regions will be billed at the new rates starting at 00:00 on January 1, 2026.
For subscription users: New messages sent after the Chat App Message Service rates are updated will be billed at the new rates.
Assess impact
Follow these steps to understand the impact of these changes:
Check your account type to see if you use a subscription or pay-as-you-go model.
Review your message destinations. Confirm if you send messages to the affected countries and regions.
Assess the cost impact. Estimate the change in your costs based on your message volume and types.
Create a response strategy. Adjust your sending strategy.