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

• Meta Business Agent messages – Powered by the Meta Business Agent Platform. This is a new message category on our platform.
• Service messages – 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.

• Marketing, utility, authentication - Meta charges on a per-message basis, aligned to industry standards. Rates by market and message category vary.

• Service - Meta charges on a per-message basis, aligned to industry standards. Rates by market and message category vary.
• 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.

• Effective August 1, 2026 - Meta will charge on a per-token basis for Meta Business Agent messages. Meta will apply one charge that encompasses both token consumption and message delivery.
• 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.

1. Template messages are categorized per our template category guidelines
2. Within the 24-hour customer service window, which opens and resets with each user message
3. Within the 72-hour free entry point window, during which any marketing, utility, authentication or service message is not charged

• Charge for: 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 for: Delivered message.
• Meter: Per message.
• Rate: By market, rates for service messages will be 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 will 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).

1. The 0.68 USD cent message delivery rate is based on the current rate for utility and authentication messages to users in Brazil.

• 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.

For businesses that already have a credit line with Meta, for use across our ads or messaging products

• First, navigate to ‘Credit lines’ in the side panel.
• Click the ‘Set up now’ button in the modal for ‘Use monthly invoicing for Business Agent.’
• Accept payment and invoicing terms to add your Business Agent account to your existing credit line.

For businesses that do not yet have a credit line with Meta

• First, click the ‘Get started’ button in the ‘Switch to monthly invoicing’ banner.
• Follow the prompts on upcoming screens. On the ‘Select accounts’ screen, ensure your Business Agent account remains selected.
• Once approved, your credit line will appear in Billing Hub.

1. Businesses whose Sold-To country in Billing Hub⁠ is India and Brazil can only choose respective local currencies of those markets
2. AED, ARS, AUD, CLP, COP, EUR, GBP, IDR, MXN, MYR, PEN, SAR, SGD
3. Not yet available
4. Exchange rate (FX) on the day each message was delivered

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  "country": "<COUNTRY_CODE>",
  "pricing_type": "REGULAR",
  "pricing_category": "SERVICE",
  "volume": <VOLUME>,
  "cost": <COST>
}

"pricing": {
  "billable": true,
  "pricing_model": "PMP",
  "type": "regular",
  "category": "service"
}