Service Message
RM0.0564Estimate for each Service Message successfully delivered after the monthly allowance is used.
WhatsApp Business Platform Update
Understand the Meta Charges From 1 October 2026.
A short guide for WhatsApp Official API users running chatbots, team replies, automation or customer notifications.
Understand the Meta Charges →This change involves Meta charges. It is not a change to your Wabot subscription fee.
WhatsApp Official API
app.wabot.io/live-chat
SA
Sarah Ali
+60 19-874 0000
12:16 PM
Hi, do you have any classes this week?
Hi Sarah! Yes — tomorrow 7:00 PM, 4 seats left. Want me to hold one?
Yes please — book tomorrow evening.
Not every reply will be charged
This guide helps you understand:
✓What Meta charges for
✓Estimated cost in RM
✓Who may be affected
The new change you need to understand
What Is a Service Message?
From 1 October, Meta charges for Service Messages — the ordinary reply messages a business sends to a customer. This is the main change Wabot users need to pay attention to.
Team InboxExample conversation
Customer · not charged
Hi, do you have any classes this week?
Business · Service Message
Hi Sarah! Yes — tomorrow 7:00 PM, 4 seats left. Want me to hold one?
A Service Message Is a Reply Sent Through a Chatbot Flow, AI Bot or Team Inbox.
For example: a customer sends a keyword and the flow replies with information; AI answers a question; or your team replies through Team Inbox. Every one of these reply messages is a Service Message.
1,000free messages every month for each number
After ThatFurther Service Messages may be charged by Meta at the Malaysia reference rate.
✓
Manual Reply Through the WhatsApp Business App? No Meta Charge.If your team or agent replies to a customer manually through the WhatsApp Business app, that reply is not included in Service Message charges.
What stays the same: messages from a customer to a business are not charged by Meta. From 1 October 2026, a Utility template sent inside the customer service window is also charged under Meta’s current terms, except when an exemption such as an active Free Entry Point applies. Marketing follows Meta’s current rate and policy.
Malaysia reference rate
Estimated Service Message Charge
The estimate below is the reference rate for messages sent to Malaysian numbers. The actual rate depends on the message category, the recipient's country, the WABA billing currency, taxes and provider charges if any.
A simple example
If One Number Sends 10,000 Service Messages in a Month
The first 1,000 messages are the free allowance. This example assumes no Free Entry Point or other exemption. After the allowance is used, only messages that are actually chargeable are counted at Meta’s current rate. The remaining 9,000 messages in this example become chargeable.
9,000 × RM0.0564Estimated RM507.60For Meta service message charges only
Note: This is a reference estimate, not a final invoice. It excludes your Wabot subscription, AI/AI credit usage, taxes, card charges or provider markup where applicable.
Important exception for a qualifying Click-to-WhatsApp lead
Free Entry Point: Meta Message Charge Exemption for Up to 7 Days
A qualifying Click-to-WhatsApp lead on WhatsApp Android or iOS must be answered by the business while the customer service window is still open. The Free Entry Point starts from that business reply and can last up to 7 days. That is not a guaranteed 7 days for every lead. While the Free Entry Point is active, every message type, including an approved template, is exempt from Meta’s message charge.
If the 24-Hour Customer Service Window Has Ended
The customer service window is counted from the customer’s last message. After it ends, free-form replies are not allowed. Follow-up must use an approved template even while the Free Entry Point is still active.
Next, understand the situation
Not Every Message or Reply Will Be Charged.
The impact depends on the message type, how the business uses the WhatsApp Official API and the state of the conversation with the customer.
From 1 October, Understand Your Outbound Message Pattern More Clearly.
This includes replies from AI chatbots, team replies, follow-up automation and notification templates.
Incoming Customer Messages Remain Uncharged
Customers who send messages to a business are not charged by Meta.
Wabot Fees and Meta Charges Are Separate
Always separate your Wabot subscription, AI usage and Meta charges.
Review your usage
Who Should Pay Attention?
If you use the WhatsApp Official API for the items below, the Meta charging change is more relevant to you.
Chatbot Flow / Keyword Auto-Reply
When a flow sends an automatic reply to a customer, it counts as an outbound message.
AI Reply or Bot Reply
Every AI or bot reply to a customer should be treated as an outbound message.
AI Customer Service
AI that handles enquiries and continues the chat with customers.
Notification Automation
Order, payment, appointment or customer update notifications sent using templates.
Broadcast & Campaign
Marketing broadcasts and campaign follow-up messages are a different category that Meta also charges for.
Lead Returns After the FEP Ends
If the customer messages again after the Free Entry Point ends, a 24-hour customer service window opens again. Do not assume the Free Entry Point is active again; check Free Entry Point eligibility.
WhatsAppFrom Facebook Ad
This chat started from a Facebook ad
Ad
Wabot
Broadcast Pro class this week is filling up. Chat with us on WhatsApp to hold a seat.
Hold a seat
Customer · from ad
Hi, do you have a Broadcast Pro class this week?
Business · FEP active
Yes — tomorrow 7:00 PM, 4 seats left. Want me to hold one?
For a qualifying Click-to-WhatsApp lead
Click-to-WhatsApp Works Differently.
A qualifying Click-to-WhatsApp lead can receive a Free Entry Point of up to 7 days when the business replies while the customer service window is still open.
1Reply while the customer service window is still open. The Free Entry Point starts from that business reply.
2While the Free Entry Point is active, every message type, including an approved template, receives the Meta message-charge exemption.
3After the 24-hour customer service window ends, use an approved template even while the Free Entry Point is still active.
Review Your Official API Usage Now.
You do not need to change anything in a hurry. Start with this quick review.
✓Your number is on the WhatsApp Official API
✓Your AI chatbot sends a lot of replies
✓Your team actively replies through Team Inbox
✓You run follow-up automation
✓You send notification templates
✓Some of your leads come from a qualifying Click-to-WhatsApp ad
Frequently asked questions
Quick Answers Before You Look Into It Further.
Understand Your Usage First.
The purpose of this guide is to help you understand the Meta charging change and your WhatsApp Official API usage more clearly.