Until now, when a customer messaged a business, the business could reply with service messages and utility messages (order confirmation, delivery updates) for free within the 24-hour customer service window.
From Oct 1, both will be chargeable. New Rates in India: Utility / Authentication / Service message: $0.0056 or Rs 0.115 per delivered message + 18% GST = approx Rs 0.136 (14 paise)Marketing message: Rs 0.8631 per message Free allowance: First 1,000 service replies per business phone number per month will remain free. After that, charge applies.
Who is NOT affected: Regular WhatsApp users – No charge, you can message businesses and receive replies for free. WhatsApp Business App users – No impact. The charge is only for businesses using WhatsApp Business Platform / API. The 72-hour free window for messages coming from Click-to-WhatsApp ads and Facebook Page CTA buttons will continue.
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