WhatsApp will now charge AI chatbots to operate in Italy

WhatsApp to meter AI chatbot traffic in Italy with per‑message fees

WhatsApp plans to introduce usage-based billing for AI chatbot developers operating in Italy, moving to a per‑message charge model. The shift puts a clear price on automated conversations and will force teams to account for messaging volume in their cost structures.

For builders and vendors running assistants on WhatsApp, this change turns message count into a direct cost driver. Expect renewed focus on conversation design that minimizes unnecessary back‑and‑forth, more aggressive rate limiting, and tighter monitoring of message flows to avoid runaway usage. Teams selling WhatsApp-based AI solutions will likely need to revisit pricing, SLAs, and cost-allocation methods to maintain margins.

Key unknowns include the exact fee schedule, effective date, and whether charges apply to all message types (e.g., inbound vs. outbound, human handoffs). It’s also not yet clear whether this is a localized policy or the first step toward a broader rollout.

Practical steps to prepare:
– Instrument message analytics to measure per-conversation and per-user volume.
– Implement safeguards such as debounce, deduplication, and response caching to reduce redundant messages.
– Introduce cost controls (budgets, alerts, hard caps) and optimize prompts and flows to resolve intents in fewer turns.
– Update commercial terms with customers to reflect metered usage and align incentives.

Three takeaways:
– WhatsApp plans to charge AI chatbot developers in Italy on a per‑message basis.
– Developers should prepare for metered costs with tighter monitoring and conversation optimization.
– Pricing specifics and rollout details are not yet disclosed.

Source: https://techcrunch.com/2026/01/28/whatsapp-will-now-charge-ai-chatbots-to-operate-in-italy/