Service message
A reply a business sends without a template inside the 24-hour window that the customer opened.
Service messages are the free-form replies a business sends after someone writes to it: answers in a shared inbox, automatic replies and AI answers.
Since October 1, 2026, Meta includes 1,000 service messages free each month for every business phone number. From the 1,001st, each is charged at the same rate as a utility message in the recipient’s country. Unused free messages don’t roll over.