100% official
Cloud API, everything with the green badge
estimated Meta cost / mo
R$ 840
- Green badge and Meta's official API
- Maximum predictability and delivery
- You pay for every service message
Solid and badged — paying the full rate on every send.
2026 pricing · WhatsApp API
Oct 1, 2026 R$ 0,0350 per service message · Brazil rate card
Support on WhatsApp is no longer free.
Through September, your team replied freely inside the 24-hour window without paying a cent. From October 1, 2026, every message your support sends lands on Meta's invoice. See how big the change is — and how to shield your operation before the bill arrives.
Oct 1, 2026 · support lands on the invoice Meta AI · US$ 2 per 1 million tokens billing in reais (BRL) for Brazil receiving messages stays free on the hybrid, you pay only the send that needs the official channel Oct 1, 2026 · support lands on the invoice Meta AI · US$ 2 per 1 million tokens billing in reais (BRL) for Brazil receiving messages stays free on the hybrid, you pay only the send that needs the official channel
Current rule · until Sep 30, 2026
While the window is open, you don't pay to reply.
When a customer messages you, a 24-hour window opens. Inside it, your team replies as many times as needed — text, audio, buttons — with no per-message fee. It's worked this way since November 2024.
Support · window open
online
Hi, I bought yesterday and still haven't gotten my code.
Hey! Let me check that for you 👀
R$ 0,00Found it! Resending your access right now.
R$ 0,00Perfect, thanks so much!
Message received and reply within the window: no per-message fee.
Starting Oct 1, 2026
In October, every reply you send goes on the bill.
Meta is ending the 24-hour window exemption. Every service message that goes out — from the bot or the agent — will be charged at your market's utility rate. Support that used to cost R$ 0 now has a price per send.
Support · from Oct 1 onward
online
Hi, I bought yesterday and still haven't gotten my code.
Hey! Let me check that for you 👀
R$ 0,0350Found it! Resending your access right now.
R$ 0,0350Perfect, thanks so much!
Announced July 1, 2026 (Meta for Developers). Every service message you send now carries a fee.
Meta's official calendar
Four dates so nothing catches you off guard.
The schedule Meta published for 2026 and 2027. Each milestone changes, in practice, the cost of operating on WhatsApp.
- Jul 1, 2026
The bill switches to reais
Brazilian customers start being invoiced in BRL, by Facebook Brasil (gradual rollout). The APIs to migrate your currency have been live since June 1, 2026.
- Aug 1, 2026
The AI starts the meter
The Meta Business Agent starts charging per token: US$ 2.00 per 1 million tokens, a single global rate — including inside the window and at the free entry point.
- Oct 1, 2026
Support lands on the invoice
Service messages start being charged per send, at the market's utility rate. Service gets no volume discount.
- Jun 30, 2027
Reais deadline
The cutoff to migrate every WABA to BRL. On July 1, 2027, accounts still outside reais stop delivering messages.
What goes on the bill
Text, audio or button: it all weighs the same.
The fee doesn't care about format. Any service message that leaves your operation counts as one charged send at the reference rate.
Text
R$ 0,0350
Image
R$ 0,0350
Audio
R$ 0,0350
Video
R$ 0,0350
Document
R$ 0,0350
Buttons
R$ 0,0350
Location
R$ 0,0350
Sticker
R$ 0,0350
Reference rate for Brazil — Meta sets the value per market. Check the official rate card.
Simulation · Brazil
Run the numbers on your own volume.
Adjust the controls to your real scenario. The math uses Brazil's reference rate — today that's R$ 0 inside the window; from October 1 onward, it becomes a per-message cost.
Start from a profile
Rate per message: R$ 0,0350 Today, inside the window, that value is R$ 0.
Per conversation
R$ 0,42
Cost per month
R$ 840 /mo
Per year
R$ 10.080 /yr
Hybrid · Conversa Labs Recommended
Each message on the right track
R$ 252 /mo optimization vs. 100% official:
R$ 588
Estimate using Brazil's reference rate. The actual amount depends on Meta's official rate card and your message mix.
The detail that slips by
Utility templates go on the bill too.
The change doesn't stop at support. The utility messages you used to send for free while the window was open — order confirmations, delivery updates — start being charged on the same date.
The detail that slips by
Until Sep 30 · free
R$ 0,00
Order #1042 confirmed · delivery today
From Oct 1 · charged
R$ 0,0350
Order #1043 confirmed · delivery tomorrow
The window exemption ends
Sending within the 24 hours is no longer free: each message now counts as a charge.
Utility already had a price
Receipts and order updates were already charged per send — now without the open-window loophole.
Discounts only at scale
Utility and authentication get volume tiers; service pays the full rate, no discount.
The 24-hour window still exists — it just stops being free space.
The third charge
Meta's AI runs with the meter on.
The Meta Business Agent has its own price: US$ 2.00 per 1 million tokens, a single rate worldwide. One message burns 20–25 thousand tokens — somewhere between 4 and 5 US cents per reply, charged even inside the window.
US$ 2 / 1M tokens ≈ 4–5¢ per message
Charged in every case
The token goes on the bill even inside the 24-hour window and at the ads' free entry point.
Adds to the message fee
Meta's AI is an extra line item: it adds to the service/utility cost of every send.
Global price, in dollars
The US$ 2 per 1 million tokens applies the same in every market — there's no local rate card.
Maestro uses YOUR own AI key.
At Conversa Labs, the Maestro copilot talks to whichever provider you choose (OpenAI, Anthropic and others) using your own key — off the Meta Business Agent meter. You pick the model, see the cost and never get locked into Meta's AI rate.
Not everything got a fee
Two things stay free. With one catch.
Amid all the new charges, two things stay out of it — but the fine print on AI is worth reading.
R$ 0,00
Incoming messages
Everything the customer sends you stays free. You only pay for what goes out.
Free entry point (72h)
Conversations opened from Click-to-WhatsApp ads keep 72 hours of replies with no delivery fee.
The AI catch
Even where delivery is free, the Meta Business Agent tokens are still charged if you use Meta's AI.
US$ 2 / 1M tokensWhat's free is delivering the message — not Meta's AI, which still bills per token.
Invoicing · Brazil
Billing is now in reais — and there's a deadline.
Meta is moving billing for Brazilian customers to reais, through Facebook Brasil. There's a deadline, and whoever doesn't migrate stops delivering.
Fatura · BRL
Facebook Brasil
- Serviço · 1.240 msgs R$ 43,40
- Utility · 320 msgs R$ 11,20
Total R$ 54,60
Invoice in BRL
Billing moves to reais (gradual rollout since July 1, 2026), through Facebook Brasil.
Migration you can automate
The APIs to switch the account's currency have been available since June 1, 2026.
Deadline: Jun 30, 2027
Final deadline to migrate the WABAs. On July 1, 2027, accounts outside reais stop delivering.
01/06/2026
01/07/2026
30/06/2027
01/07/2027
Don't wait until June 2027: migration is mandatory to keep your account live.
New · identity shifts
The phone number stops being the address
WhatsApp added @usernames. Claim yours before someone else does.
Meta is swapping the phone number for a username as the address — and API businesses can already reserve theirs, matching the brand name. First come, first served on the handle.
Reserve your @ via API — already native in Conversa Labs.
In Conversa Labs you request and manage the username from the platform itself (Username API), and the unified inbox already treats the BSUID as identity — no number, no rework, no losing the brand handle.
Claim my username BSUID · up to 128 characters
The phone stops being the address
Users on a username reach you without revealing their number. In its place you get the BSUID — an identifier per customer-business pair.
First come, first served
A username is unique and doesn't expire: if your brand doesn't reserve it, someone else will. API businesses have been reserving since May 2026.
Matches your brand
You can claim the handle that matches your Display Name, Meta Verified name or your Instagram/Facebook @ — a consistent brand across every channel.
+55 ••• ••• ••• 8f3ac1d94b7e02f5a6c8…
Wave rollout
May 2026 Reservations open (API)
Jul 07, 2026 Wave 1
Jul 20, 2026 Wave 2
Sep 2026 Worldwide
A BSUID only replies to someone who already contacted you, and it's not valid for authentication (OTP) — in those cases the phone number is still required.
Rate card & tiers
There isn't one price — and it doesn't sit still.
There's no single rate. Meta publishes a rate card per market and currency, and not every message type lands on the bill the same way.
Brasil · BRL
/ msg
- Serviço R$ 0,0350
- Utility R$ 0,0350
- Autenticação R$ 0,0350
- Marketing R$ 0,3217
jan abr jul out
Price per market
Each country and currency has its own rate card. In Brazil, utility and service sit at R$ 0,035; marketing is far pricier (~R$ 0,32).
Discounts for some only
Utility and authentication get volume tiers; service pays full price. The tiers reset every month.
Quarterly adjustments
Meta revises the rate card in January, April, July and October. Today's figure is a starting point, not a ceiling.
Treat any figure as a reference from a dated announcement — the current rate is always in Meta's official rate card.
Three paths, three bills
Same support. Only one path keeps the cost down.
Three ways to operate after the change — and the numbers track your calculator above. Move the controls and compare.
100% unofficial
WhatsApp Web · no official seal
estimated Meta cost / mo
no seal · risk
- Sits outside Meta's official structure
- No green seal and no delivery guarantee
- Real risk of number throttling or blocking
Fragile to scale: no seal, no guarantee and at your own risk.
Hybrid · Conversa Labs
Each message on the right track
estimated Meta cost / mo
R$ 252
optimization vs. 100% official: R$ 588
- Official where the seal matters (notifications, campaigns, OTP)
- 1:1 support kept in one place — fewer billed sends
- AI on your own key — you control the model cost
Best of both: the seal where it matters and cost under control on the rest.
Illustrative optimization estimate: the hybrid uses official where the seal matters and concentrates the rest; the real value depends on your message mix and your risk appetite.
The hybrid playbook
Every message on the track that makes sense.
Conversa Labs' play: send each message type down the path that makes sense — one inbox, with the seal where it matters.
Notification · OTP · status
Official Cloud API
Green badge and guaranteed delivery where it can't fail.
Campaign & marketing
Official Cloud API
Approved template, strong delivery and a preserved reputation.
1:1 support
Alternative channel (unofficial)
Human conversation on an alternative channel — at your own risk.
Support AI
Your own key
OpenAI, Anthropic and others on your own key — in place of the Meta Business Agent.
Both worlds in a single inbox
Official, an alternative channel and AI coexist in the same Conversa Labs inbox: same queue, same history, same contact. Your team works in one place, and every message goes out on the track that solves that case.
The deal, no fine print
- WazMeow uses an unofficial API (WhatsApp Web): use it at your own risk, with no guarantee against number throttling or blocking.
- Conversa Labs has no relationship, affiliation or endorsement from Meta Platforms, Inc. or WhatsApp.
- The official Cloud API requires your own Developer App — our consulting sets it up and maintains it, if you'd like.
- Maestro runs on your own AI key: the Meta Business Agent tokens don't apply.
Action plan
Six moves before October.
A straight-up plan to reach October 1 with your invoice under control — no shock at month-end.
- 01
Measure where you are today
How many service messages go out per conversation and per month? Without that number, you can't reprice.
- 02
Sort by type
Decide what needs the official channel (notifications, campaigns) and what can go through an alternative channel (1:1 support, at your own risk).
- 03
Trim the conversation
Swap the back-and-forth for lists and buttons: fewer sends, lower fees.
- 04
Reprice your service
Factor the new per-message cost into your math and adjust price and margin before it hits your cash flow.
- 05
Migrate to reais
Switch your currency within the deadline (Jun 30, 2027) so you don't stop delivering.
- 06
Build the hybrid
One inbox, three engines: official, an alternative channel and AI on your own key.
Lean flow
5 back-and-forth messages 5×
1 menu solves it 1×
− R$ 0,14 per conversation
All on one screen
The essentials, no fluff.
Meta's price shift, condensed — and the way to keep your costs down.
Oct 1, 2026
support lands on the invoice
R$ 0,035
per service message, no discount
US$ 2 / 1M
Meta AI tokens, since Aug 1
BRL
billing in reais · deadline Jun 30, 2027
hybrid
the seal where it matters · cost under control
- October 1, 2026: service messages land on the invoice.
- Meta's AI bills per token — even inside the 24-hour window.
- Receiving stays free; so does the ads' free entry point (72h).
- Brazil starts being invoiced in reais — migrate by June 30, 2027.
- The way out is hybrid: official where the seal matters and the rest with cost under control.
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Official sources (Meta for Developers)
WhatsApp and Meta are trademarks of Meta Platforms, Inc. Conversa Labs has no relationship, affiliation or endorsement from Meta. Dates and rates reflect Meta's announcements (2026) and may change — always check the official source.
Conversa Labs