📰 7 Changes

1️⃣ New Per-Message Pricing is LIVE

Meta replaced the old conversation-based pricing with a per-message model on July 1, 2025. Now, the pricing has changed — it's per message, specifically for template messages. Non-template messages (like normal replies) are free within the 24-hour customer service window, while template messages — such as marketing broadcasts, OTPs, or order updates — are paid and charged per delivery.

2️⃣ India Prices Went UP from April 1

Meta announced the latest update to WhatsApp Business API message pricing, effective April 1, 2026. This pricing adjustment affects authentication, utility, and marketing messages. India, Pakistan, and Saudi Arabia will experience price increases, while Turkey will see significant price reductions. As of April 1, 2026, India will see higher authentication-international rates.

3️⃣ 8 New Billing Currencies Added

Eight new billing currencies become available on April 1, letting businesses in Argentina, Chile, Colombia, Malaysia, Peru, Saudi Arabia, Singapore, and the UAE see rates and pay bills in their local currency. India: Local billing will be available starting January 2026, allowing eligible businesses to be billed directly in Indian currency.

4️⃣ WhatsApp Usernames Are Coming (June 2026)

Starting June 2026, WhatsApp is introducing usernames, which will change how users are identified. Users can message or call businesses without sharing their phone numbers. Phone numbers won't always be available anymore. Instead, businesses will start receiving a new identifier called BSUID (Business Scoped User ID).

5️⃣ BSUID Will Replace Phone Numbers in CRMs

If your CRM, chatbots, and automation workflows rely only on phone numbers, this change can break how you identify and track customers. Meta is also launching a contact book feature in early April 2026 that automatically stores user phone number and BSUID pairs from prior interactions. Once a user is in a business's contact book, their phone number will continue to appear in webhooks.

6️⃣ Max-Price Bidding for Marketing Messages (Coming Mid-2026)

The biggest upcoming change is the introduction of max-price bidding for marketing messages, scheduled for limited beta in mid-2026 and open beta by October 2026. Instead of paying a fixed published rate, businesses will be able to set a maximum price per delivery. When a max-price is set, Meta will charge that amount or lower.

7️⃣ Portfolio Pacing = No More Bulk Blasts

WhatsApp is pacing large campaigns by sending messages in batches and monitoring feedback before releasing the next batch. If signals suggest harmful content or policy violations, remaining messages may not be sent.

✅ What to Do in the Next 30 Days

1. Audit Your WhatsApp Messaging Costs Review current spending and adjust strategy before new pricing impacts your budget.

2. Prepare Your CRM for BSUID Ensure your CRM can handle multiple identifiers — not just phone numbers. This is critical before the June 2026 username rollout.

3. Segment Campaigns Smartly Plan campaigns with gradual expansion and segmentation instead of one sudden bulk blast.

4. Maximize the 24-Hour Free Window When a user messages you first, respond within 24 hours — it's free. Use this to drive conversations organically.

5. Switch to Utility Over Marketing Where Possible Transactional updates (order confirmations, shipping alerts) are cheaper and more trusted by users than promotional blasts.