What's changing

From 1 October 2026, Meta is changing how it charges for WhatsApp messages. This pricing change is determined by Meta and applies uniformly across all WhatsApp providers, not only Trengo. Two things that are free today become billable:

  • Service messages the replies you send to customers inside the open 24-hour service window.
  • Utility templates sent inside the service window.

Marketing and authentication templates are already charged, and this does not change.

Why this is happening

This change comes from Meta. It applies to every business using the WhatsApp Business Platform, regardless of provider, Trengo doesn't set or control WhatsApp's messaging rates. Meta charges only for messages delivered from businesses to WhatsApp users, and only on delivery (not on send).

How Meta charges from 1 October 2026

Rates vary by message category and by the recipient's country. Meta's official rate cards are on the Meta for Developers pricing page.

What this means for you

Service messages and in-window utility templates become a per-message cost from 1 October. Your first step is to understand your current volume, then estimate the impact:

As this pricing change is introduced and controlled by Meta, we're unable to change the rates or offer discounts on these charges. You can't change Meta's rates, but you can lower how much you spend against them. We recommend:

  • Combine messages where possible. Consolidate multiple replies into one clear message when it doesn't hurt the customer experience — for both automated messages and agent replies.
  • Weigh it against return: WhatsApp builds a closer relationship than any other channel: best open rates (98%), a phone number the moment someone reaches out, and service that turns into retention, repeat purchases and bookings.
  • Use alternative channels where appropriate. Instagram and Facebook Messenger can be more cost-effective for certain conversations.
  • Tighten your automations. Review your AI Agent and AI Journeys flows for places that send more service messages than needed.