Upcoming pricing updates for Meta Business Agent, service and utility messages

• Meta Business Agent messages – These are powered by the Meta Business Agent Platform. This will be a new message category on our platform.
• Service messages – As today, these can be powered by a person, like a customer service representative, or by a 3rd-party AI solution. This is an existing message category on our platform. Any non-template message that is not powered by Meta Business Agent is a service message.

• Template messages: Marketing, utility, authentication and service messages - Meta charges on a per-message basis, aligned to industry standards. Rates by market and message category vary.
• Non-template messages: Marketing, utility, authentication and service messages - Meta charges on a per-message basis, aligned to industry standards. Rates by market and message category vary.
• Non-template messages: Meta Business Agent - Meta charges on a per-message basis, with one token-based charge that encompasses both AI agent processing (token consumption) and message delivery. Charging for token consumption aligns to industry standards. Note that businesses that use a third-party AI solution typically incur separate charges for AI usage from the AI provider and message delivery from the messaging solution provider.

• Effective August 1, 2026 - Meta will charge on a per-token basis for Meta Business Agent messages. Charges reflect the token consumption to ingest the user’s message (the prompt) and to generate a response.
• Effective October 1, 2026 - Meta will charge on a per-message basis for all service messages, consistent with how Meta charges for template messages. These messages have not been charged since November 1, 2024.
• Effective October 1, 2026 - Meta will charge on a per-message basis for utility messages sent in response to users (within an open 24-hour customer service window). These messages have not been charged since July 1, 2025.

• Charge: Delivered message.
• Meter: Per message, based on one per-token charge that encompasses AI agent processing (token consumption) and message delivery).
• Rate: One global rate of $2.00 USD per 1 million (M) tokens. One message typically consumes 20,000–25,000 tokens, which translates to approximately 4–5 cents (USD) per message.
• Cost per message: Varies with complexity. Simple responses consume fewer tokens and cost less; complex responses consume more tokens and cost more.

• Charge: Delivered message.
• Meter: Per message.
• Rate: By market, rates for service messages are the same as the rates for utility and authentication messages. See the current rate cards and volume tiers.
• Cost per message: Fixed, per published rates.
• Volume tiers: None. Meta does not offer volume tiers for service messages. Meta continues to offer volume tiers for utility and authentication messages.
• Frequency of updates: Consistent with the pricing calendar, Meta may update rates up to quarterly. Meta will announce and publish the rates that take effect October 1, 2026, including rates for service messages, by September 1, 2026.

• As of July 1, 2026: Meta charges only for 1 marketing template message.
• As of August 1, 2026: Meta charges for 3 messages (1 marketing, 2 Meta Business Agent).
• As of October 1, 2026: Meta will charge for each message the business sends – 5 messages thus 5 charges (1 marketing, 2 Meta Business Agent, 1 service, 1 utility).

• Any non-template message is charged as of October 1, 2026. If the message is powered by Meta Business Agent, it incurs the charge of a Meta Business Agent message. If it is not powered by Meta Business Agent, it incurs the charge of a service message.
• Only one charge applies per message. A message to a user—template or non-template—has only one category and is charged only for that category. A non-template message is charged either as a Meta Business Agent message or as a service message, never both. This one-charge rule also applies to non-template messages with promotional content: Meta does not additionally apply a marketing template charge.
• Not every Meta Business Agent message costs the same. You pay proportionally to the value delivered: quick answers cost less, and rich, multi-turn problem-solving costs more.
• The 72-hour free entry point window is unchanged for message delivery. Messages sent within the 72-hour free entry point window, from Click to WhatsApp Ads or Facebook call-to-action buttons, remain free for message delivery. Meta Business Agent messages are still charged for token usage as of August 1, 2026.

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