Updates

WhatsApp's New Conversation Pricing Model: What Businesses Need to Know

Aug 12, 2024

Purple Flower

In an effort to enhance user experience and provide more value, WhatsApp is rolling out a new conversation pricing structure effective June 1, 2023. This update introduces category-based charges for businesses using the WhatsApp Business Platform. Let's dive into the key changes and what they mean for your business.

The Four New Conversation Categories

  1. Marketing: Promotional messages, offers, and updates

  2. Authentication: One-time passcodes and account verification

  3. Utility: Transaction-related information and updates

  4. Service: User-initiated inquiries and support

Pricing Breakdown (for Indian receiving users)

  • Marketing: 81p per conversation (24-hour window)

  • Authentication: 35p per conversation (24-hour window)

  • Utility: 35p per conversation (24-hour window)

  • Service: 35p per conversation (24-hour window)

Key Rules to Remember

  1. A conversation is initiated when a business messages a user, opening a 24-hour messaging window.

  2. Service category charges only apply when no other category conversations are ongoing.

  3. Businesses receive 1000 free conversations per month for the Service category.

  4. Multiple category conversations within the same 24-hour window are charged separately.

Impact on Businesses

This new pricing model aims to:

  • Reduce spam and improve user experience

  • Provide more value to businesses using WhatsApp effectively

  • Encourage thoughtful and targeted communication

Tips for Adapting to the New Model

  1. Categorize Carefully: Ensure your messages are correctly categorized to avoid higher charges or rejection.

  2. Optimize Content: Make each conversation count by providing value within the 24-hour window.

  3. Leverage Free Service Conversations: Utilize the 1000 free monthly service conversations strategically.

  4. Monitor and Adjust: Keep track of your conversation metrics and adjust your strategy accordingly.

Conclusion

While this pricing update introduces more nuanced charges, it also presents an opportunity for businesses to refine their WhatsApp communication strategy. By understanding and adapting to these changes, companies can continue to leverage WhatsApp's powerful platform for effective customer engagement and support.Remember, the core functionality of WhatsApp Business remains unchanged. This update is primarily about how conversations are categorized and charged, encouraging more thoughtful and valuable interactions between businesses and their customers.