WhatsApp pricing changes - October 2026

What it is

From October 1, Meta charges for service-based WhatsApp messages, which were previously free. For HubSpot customers there is no immediate change or added cost on October 1: HubSpot is delaying the new rates 60 days, through December 1. From December 1, WhatsApp message bundles include both marketing and service messages, with the monthly limit raised from 1,000 to 2,000 messages at the same price point. All WhatsApp messages are charged following Meta's updated pricing, and both types count toward the purchased limit.

Why it matters

Meta is now charging for WhatsApp service templated messages. HubSpot's change keeps pricing aligned with Meta, avoids contract disruptions, and aims to minimise workflow disruption for customers.