WhatsApp has announced that from August 1, it will implement a token-based pricing structure for businesses using its Meta Business Agent. This significant change will replace the existing per-message billing system. The company states that this new approach aligns with the token consumption required to handle user prompts, as the integration of AI becomes more prominent in customer interactions and sales via the platform.

Meta’s revised pricing structure includes a global charge of $2 (approximately Rs 189) for every 1 million tokens utilised. The typical cost per message is estimated to be around 4 to 5 cents, depending on the complexity of the communication.

In addition to the new token fees, Meta plans to reintroduce charges for certain business messages beginning October 1. This move comes almost two years after these fees were temporarily waived. The changes are part of a broader strategy to monetise WhatsApp Business services.

Functionality of the Meta Business Agent

The Meta Business Agent is designed to facilitate customer interactions by enabling businesses on WhatsApp to deploy AI agents. These agents can handle a variety of tasks, including answering customer queries, qualifying leads, making product recommendations, and providing 24/7 support.

Furthermore, the AI agent can manage appointment bookings and escalate complex queries to human representatives when necessary. Meta has indicated that larger businesses will incur charges based on actual token utilisation while smaller businesses may operate under specified tiers within the WhatsApp Business Premium subscription.

Prior to this global rollout, Meta conducted extensive testing of the AI agents in various countries, including India and Mexico, for nearly two years. The functionality of the bot will also extend to Instagram, enhancing customer engagement across multiple platforms.

Reintroduction of Service Message Fees

Currently, in India, the charge for these service messages is Rs 0.115 each, with the potential for discounted rates for high-volume businesses. Meta has indicated that it will review pricing structures every quarter and release updated rates effective October 1 by September 1.

This pricing strategy marks a departure from WhatsApp’s earlier conversation-based billing model, which had incorporated certain exemptions for utility messages within a specified customer service period. As part of the transition to a per-message pricing model initiated in July 2025, those exceptions will cease to exist in October 2026.

Significance of the Changes for Indian Users

India is a crucial market for WhatsApp Business, with industry estimates suggesting that the platform has approximately 850 million users in the country. In addition, it is reported that India generates over $1 billion annually in business messaging revenue, making it a significant revenue source for Meta.

The introduction of AI agents and the upcoming changes to the pricing model are expected to bolster WhatsApp’s monetisation efforts in India. As businesses adapt to this new infrastructure, the long-term implications for customer support and sales dynamics on the platform will unfold.

As these strategies are implemented, WhatsApp aims to harness the growing reliance on AI technology in customer interactions, positioning itself favourably within the competitive landscape of business messaging services.

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