WhatsApp introduces token-based pricing for AI Agents from August 1

Meta has announced a significant update to its pricing structure for businesses utilizing AI agents on WhatsApp Business, set to take effect on August 1. This shift from a per-message fee to a token-based pricing model aims to more accurately reflect the token consumption associated with user prompts as AI becomes increasingly integral to customer service and sales. In addition to this change, Meta will also reinstate charges for certain business messages starting October 1, after a nearly two-year waiver period. This update coincides with the anticipated global launch of usernames on the platform, which is already under scrutiny in markets like India. The Meta Business Agent is designed to handle a variety of customer interactions, including product recommendations, appointment bookings, lead capturing, and 24/7 support. For smaller enterprises, access to the AI agent will be provided through select tiers of the WhatsApp Business Premium subscription, while larger firms will incur fees based on their token usage. Under the new pricing structure, businesses will pay a global fee of $2 (approximately Rs 189) for every 1 million tokens utilized by the Meta Business Agent. A typical message may consume around 25,000 tokens, translating to a cost of roughly 4 to 5 cents per message, depending on the complexity of the interaction. This new approach consolidates AI processing and message delivery into a single charge, distinguishing it from some third-party AI service providers. In a related move, starting October 1, 2026, Meta will charge for non-template service messages sent outside of the Meta Business Agent. These will be billed at the same rates as utility and authentication messages, which vary by market. For example, in India, these messages are currently priced at Rs 0.115 each, with discounted rates available for businesses with high messaging volumes. Meta has indicated that pricing could be revised quarterly, with updated rates, including service message charges, to be published by September 1. This pricing strategy follows WhatsApp's transition to per-message billing in July 2025, which had replaced the previously used conversation-based model. Given that India is WhatsApp's largest market, boasting around 850 million users and generating over $1 billion in annual business messaging revenue, these pricing adjustments are part of Meta's broader strategy to monetize WhatsApp Business.