October 2026
META UPDATES
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WAME (Meta’s new account model structure)
Following its launch after September 23, Meta’s rollout is reaching completion soon. No critical technical disruptions have occurred
Limitations: Challenges with the new model include unmigrated templates within PMAs and custom conversational routing requirements. We at Gupshup engineering teams are actively developing workarounds to assist you with the same very soon.
Stay tuned for more updates. -
Service Messaging
Meta’s Q4 pricing updates took effect on October 1. Revised rates apply to impacted markets, including Kazakhstan, Mexico, and Peru and others. Service and utility messages delivered within the 24-hour customer service window are billed under these updated structures.
Free Monthly Allowance: Meta introduced 1,000 free service-tier messages per month (non-cumulative and non-transferable). -
Regional WhatsApp Rate Adjustments
Effective October 1, 2026, Meta implemented country-specific rate adjustments across marketing, utility, and authentication message categories.
Key rate-card changes
Marketing Rates: Increased by ~30% in Mexico, and ~15% across Saudi Arabia, UAE, Rest of Asia Pacific, and Rest of Middle East.
Utility & Authentication Rates: Increased by ~114% for Kazakhstan following its separation into a standalone market. Rates increased by ~50% in Peru and ~41% in Ukraine (separated from Rest of Central & Eastern Europe).
International Authentication: Authentication International rates now apply across nine newly unbundled geographies starting October 1. The same 9 regions now also have a Voice rate card, with the existing rates. -
Other updates
Direct Send Utility Messaging: Now live for eligible businesses (including those with daily volume limits above 100k) without requiring whitelisting.
Refer Meta documentation
Cloud API Marketing Deprecation: We were also notified about the planned deprecation of marketing messages on Cloud API effective early Q4 2027. More details to come soon
Click-to-WhatsApp Window Expansion: Free entry point messaging windows are also now extending up to to 7 days, varying from business to business.
Product Updates
Embedded Signup Upgraded to V4 : Gupshup has successfully transitioned to Meta’s Embedded Signup V4 ahead of Meta's mid-October deprecation deadline for V2 and V3. Partners do not need to alter their current integrations unless using Meta's Embedded SDK.
Check it out
Conversions API: Conversions API is now available for C2WA
Authentication Changes and Deadlines
· Client-Secret Migration: By October 31, 2026, partners currently relying on passwords for API token generation must migrate to client-secret authentication.
· Legacy SM Endpoints: Gupshup’s legacy /sm endpoints will finally be put to end of life post 31st October 2026. Please complete your migrations if not done yet (post more than a 2 year notice)
Read more
· Universal Token (UT) Transition: UT is replacing legacy partner tokens, app tokens, and API keys. The general deadline for the same is March 31, 2027. UAT APIs are now available here
· More secure app linking: To enhance security, partners can now choose from three distinct app-linking mechanisms:
Partner ID Linking: Partners are advised to disable auto-approval for Partner ID requests to enforce manual review, or disable Partner ID linking entirely if not using Gupshup.io.
Partner Linking Token: Partners can also generate a secure 30-day token via portal or API for customer request, followed by explicit partner approval.
App Linking Token: Customers can generate a token and share it with you, post which you can confirm the link via a new app linking API, replacing manual credential sharing.
Deprecation Timeline: The legacy Partner App Linking API will be deprecated after October 31, 2026.
PRICING UPDATES
- Effective October 2026:
MARKETING RATES iN USD
| Region | USD Marketing Rate - JUL 26 | USD Marketing Rate - OCT 26 | Comment |
|---|---|---|---|
| Iraq | 0.074 | 0.0341 | Approx 54% Decrease in mktg + Separated out of Rest of Middle east |
| Oman | 0.074 | 0.0341 | Approx 54% Decrease in mktg + Separated out of Rest of Middle east |
| Kuwait | 0.074 | 0.0792 | Approx 7% Increase in mktg + Separated out of Rest of Middle east |
| Mexico | 0.0305 | 0.0397 | Approx 30% Increase in mktg |
| Morocco | 0.0225 | 0.0414 | Approx 84% Increase in mktg + Separated out of Rest of Africa |
| Saudi Arabia | 0.0501 | 0.0576 | Approx 15% increase in mktg |
| United Arab Emirates | 0.0499 | 0.0576 | Approx 15% increase in mktg |
| Rest of Asia Pacific | 0.0732 | 0.0842 | Approx 15% increase in mktg |
| Rest of Middle East | 0.0341 | 0.0392 | Approx 15% increase in mktg |
UTILITY AND AUTH RATES IN USD -
| Region | USD Utility & Auth Rate - JUL 26 | USD Utility & Auth Rate - OCT 26 | Comment |
|---|---|---|---|
| Bangladesh | 0.0113 | 0.0037 | Approx 67% Decrease in Utility and Auth + Separated out of Rest of Asia Pacific |
| Iraq | 0.0113 | 0.0079 | Approx 30% Decrease in Utility and Auth + Separated out of Rest of Middle East |
| Nepal | 0.0113 | 0.0034 | Approx 70% Decrease in Utility and Auth + Separated out of Rest of Asia Pacific |
| Sri Lanka | 0.0113 | 0.002 | Approx 82% Decrease in Utility and Auth + Separated out of Rest of Asia Pacific |
| Kazakhstan | 0.0077 | 0.018 | Approx 114% Increase in Utility and Auth + Separated out of 'Others' |
| Kuwait | 0.0113 | 0.044 | Approx 289% Increase in Utility and Auth + Separated out of Rest of Middle East |
| Morocco | 0.004 | 0.023 | Approx 475% Increase in Utility and Auth + Separated out of Rest of Africa |
| Oman | 0.0113 | 0.0247 | Approx 119% Increase in Utility and Auth + Separated out of Rest of Middle East |
| Pakistan | 0.01 | 0.015 | Approx 50% Increase in Utility and Auth |
| Peru | 0.02 | 0.03 | Approx 50% Increase in Utility and Auth |
| South Africa | 0.0076 | 0.0095 | Approx 25% Increase in Utility and Auth |
| Ukraine | 0.0212 | 0.0298 | Approx 41% Increase in Utility and Auth and Separated out of Rest of Central and Eastern Europe |
AUTH INTERNATIONAL IN USD-
Below countries will now be eligible for Auth International rates -
| Region | USD Auth- Intl Rate - OCT 26 |
|---|---|
| Kazakhstan | 0.16 |
| Oman | 0.06 |
| Kuwait | 0.12 |
| Iraq | 0.128 |
| Ukraine | 0.0746 |
| Morocco | 0.0811 |
| Bangladesh | 0.096 |
| Nepal | 0.112 |
| Sri Lanka | 0.144 |
FOR VOICE : No rate changes. Effective October 1, 2026, the above 9 markets move out of their respective “Rest of” pricing region and become standalone on calling rate cards: Bangladesh, Iraq, Kazakhstan, Kuwait, Morocco, Nepal, Oman, Sri Lanka and Ukraine.
Calling rates do not change on October 1, 2026. Each of the 9 markets keeps the rate of the region it is leaving; no market’s per-minute rate or volume tier thresholds increase or decrease. This change aligns calling rate cards with the same 9 markets becoming standalone for messaging, as announced May 27, 2026.
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Meta has announced additional pricing changes that will take effect from October 1, 2026.
Service Messages
Businesses will be charged for service messages sent by the business. Messages sent by user to business are not chargeable.[New as on Sep 2026] Additionally, Meta will introduce a free monthly tier of 1,000 service messages per business phone number.
Utility Messages Within an Open Customer Service Window
Utility messages sent by the business within an open 24-hour customer service window will also become chargeable.
72-Hour Free Entry Point Window Remains Unchanged
Messages sent within the existing 72-hour free entry point window (initiated through Click-to-WhatsApp Ads or Facebook Call-to-Action buttons) will continue to be free for message delivery.
Pricing
Meta has informed that Service Message pricing will be the same as Utility Message pricing for the respective destination country.
We will continue to share technical implementation guidance and platform updates as Meta releases additional information.