Meta continues to strengthen the WhatsApp Business Platform by investing in transparent, flexible, and market-responsive pricing and billing models. These updates are designed to help businesses worldwide better manage messaging costs while making WhatsApp an even more compelling channel for customer engagement.

Starting January 1, 2026, Meta will introduce important pricing and billing updates, including revised message rates, expanded currency support, and local billing options for select markets.

Why These Updates Matter

With WhatsApp becoming a core communication channel for customer support, authentication, and marketing, Meta aims to:

• Improve cost predictability for businesses
• Reduce the impact of currency fluctuations
• Offer localized billing and payment experiences
• Align pricing with regional market dynamics

These changes reflect feedback from businesses across global markets and are designed to support long-term growth on the platform.

Pricing Updates Effective January 1, 2026

Meta is updating four message rates across key message categories and regions:

🔹 Utility & Authentication Messages

• Lowered rates for North America, making essential customer communications such as order updates, alerts, and OTPs more cost-effective.

🔹 Marketing Messages

• India: Marketing message rates will increase.
• France & Egypt: Marketing message rates will be reduced.

All updated rates effective January 1, 2026, have already been published and are available for reference in Meta’s official pricing documentation.

Introduction of Per-Message Rates in More Currencies

To help businesses better manage costs amid currency volatility, Meta is expanding per-message pricing in local currencies.

Key Highlights:

• Starting January 1, 2026, businesses can opt into new currencies by creating new WhatsApp Business Accounts (WABAs) and selecting from newly available currency options.
• By H2 2026, Meta will support 16 total currencies on the WhatsApp Business Platform.

Currency Rollout Timeline:

• January 1, 2026
  • Mexican Peso (MXN) available only for businesses with approved credit lines
• April 1, 2026
  • MXN available to all businesses
  • 8 additional currencies introduced
• Further currency expansions planned through H2 2026

This change allows businesses to better forecast messaging costs and reduce exposure to exchange rate fluctuations.

Local Billing Introduced for India & Brazil

Meta is also launching local billing, enabling eligible customers to be billed in their local currency and pay directly to Meta’s local entity.

Local Billing Availability:

• India: Effective January 1, 2026
• Brazil: Planned for H2 2026 (exact date to be confirmed)

This update simplifies accounting, improves compliance with local regulations, and enhances payment convenience for businesses operating in these markets.

Updated Documentation & Support Resources

Meta has updated:

• WhatsApp Business Platform pricing documentation
  
• Business Help Center resources

These updates include all new rates and billing changes effective January 1, 2026, ensuring full transparency for businesses planning ahead.

Advanced Text Truncation for WhatsApp Marketing Messages: What Businesses Need to Know

Meta continues to enhance the WhatsApp marketing experience with features designed to improve user engagement and campaign performance. Following the initial rollout announced in April, Meta is now expanding advanced text truncation for marketing messages on WhatsApp.

This update is rooted in real performance data and aligns with proven best practices for concise, high-impact messaging.

What Is Text Truncation on WhatsApp Marketing Messages?

Text truncation automatically shortens long marketing messages to improve readability and user experience.

When a marketing message exceeds a defined line limit:

• Only the first few lines are displayed initially
• A “Read more” link is added
• Users can tap to view the full message

This ensures that customers see the most relevant information upfront while still having access to the complete message.

Why Meta Is Introducing Advanced Text Truncation

Since the initial launch, Meta evaluated multiple message-length options across different formats to determine what drives better engagement.

Key Insight:

Shorter messages consistently deliver higher click-through rates (CTR).

In controlled experiments with businesses sending WhatsApp marketing messages:

• Messages with advanced text truncation achieved an average ~2.5% increase in CTR
• Performance was higher compared to messages using the original 5-line truncation
• Results were consistent across formats and industries

This reinforces a core marketing principle: concise messaging with a clear call-to-action performs better.

New Advanced Text Truncation Limits

Based on these findings, Meta is rolling out updated truncation limits for marketing messages:

✅ Updated Line Limits

• Text-only marketing messages:
  ➜ Truncated after 4 lines
• Image, video, location & document messages:
  ➜ Truncated after 3 lines

Messages exceeding these limits will display a “Read more” option.

What This Means for Businesses & Marketers

With advanced text truncation now in place, businesses should rethink how they structure WhatsApp marketing messages.

Best Practices Going Forward:

• Place your key message and value proposition in the first 2–3 lines
• Include a clear CTA early (e.g., Shop now, Book today, Claim offer)
• Avoid long introductions or unnecessary filler text
• Use formatting strategically to highlight important information upfront

By designing messages for truncation, businesses can maximize visibility, engagement, and conversions.

Marketing Messages API for WhatsApp Is Now Generally Available

We’re excited to announce the general availability (GA) of the Marketing Messages API for WhatsApp—Meta’s next-generation solution for scalable, high-performance WhatsApp marketing.

Previously known as the Marketing Messages Lite API, the Marketing Messages API (MM API) is designed to help businesses reach more of the right people, improve engagement, and drive stronger marketing outcomes through built-in optimizations and advanced measurement.

What Is the Marketing Messages API for WhatsApp?

The Marketing Messages API for WhatsApp is a purpose-built marketing solution that enhances how businesses send, optimize, and measure promotional messages on WhatsApp.

Unlike the standard Cloud API, MM API for WhatsApp includes:

• Performance-enhancing delivery optimizations
• Advanced measurement and engagement signals
• Automatic creative and delivery improvements
• Features inspired by Meta’s proven ads ecosystem

The result: higher delivery, better engagement, and improved conversions.

Proven Performance Gains

Meta testing and real-world case studies show measurable improvements when using the Marketing Messages API for WhatsApp.

📊 Performance Highlights

• India
  Marketing messages with higher engagement (such as reads) observed up to 9% higher message delivery compared to Cloud API.
• Case Study: MadeiraMadeira (Brazil)
  The Brazilian home-goods retailer saw:
  • 6% increase in message delivery rate
  • 25% increase in conversions
    after adopting the Marketing Messages API for WhatsApp.

*These results are supported by an A/B test conducted with approximately 12 million delivered marketing messages sent by advertisers in India between January 1–31, 2025, using a 95% confidence t-test.

Why Businesses Should Switch to MM API for WhatsApp

The Marketing Messages API is built for scale, intelligence, and results.

Key Benefits:

• 🚀 Higher delivery for high-engagement messages
• 📈 Improved CTRs and conversions
• 🎯 Smarter audience and creative optimization
• 📊 Richer measurement and reporting capabilities
• 🔄 Automatic optimizations enabled by default

If WhatsApp is a core marketing channel for your business, MM API offers a clear upgrade path from the standard Cloud API.

New Available Resources

To help partners and businesses get started, Meta has released new learning resources:

📌 Tech Provider Webinar (Replay)

Meta’s Partner Engineering team recently hosted a webinar covering:

• Onboarding to MM API
• Sending marketing messages
• Viewing and understanding metrics

The replay is now available in the Tech Provider Content Hub.

📌 Business Help Center Article

Businesses can now explore a dedicated guide:
“About Marketing Messages API for WhatsApp” available in the Meta Business Help Center.

What Businesses Should Do Next

To prepare for these updates, businesses should:

• Review updated message rates for their target markets
• Evaluate currency options when creating new WABAs
• Plan budgets considering upcoming pricing changes
• Leverage local billing (where available) for smoother payments

Meta’s 2026 pricing and billing updates demonstrate a continued commitment to making WhatsApp Business messaging scalable, predictable, and globally accessible. With revised rates, expanded currency options, and local billing support, businesses are better equipped to grow customer engagement while maintaining cost control.

If you’re using or planning to integrate the WhatsApp Business API, now is the ideal time to align your strategy with these upcoming changes.