“You Now Have to Pay”: Gent Discusses New Charges for WhatsApp Business API Users From October
- Meta announced it will end the free period for WhatsApp Business Platform API users in South Africa starting in October 2026
- TikToker @iam_ntombela warned that outgoing customer support replies could cost between 12 and 13 cents per message
- South Africans flooded the comments with questions about who would actually be affected by the new pricing
PAY ATTENTION: Mark Briefly News as a preferred source, and our content will appear higher in your Google feed!
Source: Instagram
Free WhatsApp business messaging in South Africa is coming to an end. From 1 October 2026, Meta will begin charging companies that use the WhatsApp Business Platform API for outgoing messages sent to customers.
TikToker @iam_ntombela shared the news on 25 August 2026, warning South African business owners to brace for a pricing shift.
"You now have to be cognizant of the fact that prices will be increasing," he said in the clip. "The more you interact with the customer without solving their problem, the more you will potentially have to pay."
What the new pricing means
According to reports, the change specifically targets enterprise systems, automated chatbots and developer APIs used by major South African companies such as banks, retailers and telecoms providers. Under the new model, every outgoing reply carries a direct per-message fee instead of a flat rate for a 24-hour chat window.
PAY ATTENTION: You can now search for all your favourite news and topics on Briefly News.
Utility, authentication and standard service messages will cost approximately R0.12 per message. Marketing messages used for promotions and targeted campaigns will cost around R0.62 per message. A 10,000-message marketing push would therefore set a business back roughly R6,200.
Importantly, everyday users and small business owners using the free WhatsApp Business mobile app will not be affected. Those platforms remain free. Meta is expected to release official figures on 1 September 2026.
The pricing shift follows several changes rolled out to South Africa's 29 million WhatsApp users in mid-2026, including the launch of an optional R28.99-per-month WhatsApp Plus subscription and the ability to reserve custom @usernames for added privacy.
Mzansi reacts to the news
South Africans on the TikTok page had plenty to say in the comments:
@Khosi✅ clarified:
"The standard WhatsApp Business will still be free, guys — this guy should give you the correct information; the change is affecting people using WhatsApp Business Platform (API) and not people on the standard WhatsApp Business. Thank you."
@Sizwe Fakude🇿🇦 kept it simple:
"Simply use a normal account."
@mr.booys3n was frustrated:
"WhatsApp is REALLY selling out — I honestly can't believe this.
@uJamaKaSilwane🌻 had a suggestion:
"South Africa, it's time we look at bringing back Mxit."
@GrlNextDoor saw a silver lining:
"Finally, hopefully businesses will now post price lists on their platforms."
@zebrazero3 raised a practical question:
"Does Eskom have a WhatsApp number? Would they also be affected by this?"
@Ben Mustang added context:
"It's only for businesses with WhatsApp API. Please be accurate in your reporting — it won't be affecting basic users."
See the full clip below:
More stories on SA deadlines and changes
- Briefly News recently reported that nearly 80,000 SASSA beneficiaries still need to switch to black cards before a looming deadline, with one province recording the most outstanding migrations.
- Meta is set to charge WhatsApp Business Platform users per message from October, with major South African companies among those affected by the new pricing model.
- Home Affairs has issued a final warning to couples in unregistered customary marriages as a special registration window prepares to close at the end of August.
PAY ATTENTION: Stay informed and follow us on Google News!
Source: Briefly News
