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WhatsApp, the widely used messaging app, has recently unveiled an updated pricing structure set to take effect on June 1, 2023. The new changes aim to establish a more transparent pricing system that accurately reflects the value of various types of conversations. In this article, we will delve into the key aspects of WhatsApp’s revised pricing structure to help you better comprehend its implications.
New Conversation Categories
To improve the classification and assessment of different conversation types, WhatsApp is introducing distinct conversation categories:
1. Utility Conversations
These are business-initiated conversations pertaining to transactions, such as post-purchase notifications or billing statements. They serve as essential facilitators of existing sales.
2. Authentication Conversations
These are business-initiated conversations enabling user authentication via one-time passcodes. They are employed during processes like account registration, recovery, and integrity challenges.
3. Marketing Conversations
These are business-initiated conversations primarily used for marketing purposes. Businesses can send relevant offers to customers who have opted in to receive marketing messages.
4. Service Conversations
These are user-initiated conversations wherein customers seek support or resolve inquiries.
Changes in Pricing
Commencing June 1, 2023, WhatsApp’s pricing structure will accurately reflect the value associated with each conversation category. Marketing conversations will incur higher rates, acknowledging their potential for generating incremental sales. Utility conversations will be charged at lower rates, recognising their contribution to facilitating existing sales. Service conversations will maintain the same rates as the current user-initiated conversations.
Compliance and Template Approval
To adhere to the revised pricing structure, businesses must select the appropriate template category when creating templates. This can be achieved through the WhatsApp Business Manager or the Business Management API. From April 1, 2023, category validation will be necessary for template approval.
Impact on Conversations
Delivery of a template message from the same category within an ongoing conversation window will not incur an additional charge. However, sending a template message from a different category during an ongoing conversation will initiate a separate conversation and result in an associated charge.
WhatsApp’s updated pricing structure signifies a shift towards aligning prices with the value businesses and users derive from different conversation types. The introduction of new conversation categories allows for improved categorisation and assessment of the value each conversation provides. Businesses must understand and comply with these changes to ensure a seamless transition and avoid unexpected charges.
For comprehensive information and guidelines on WhatsApp’s new pricing structure, businesses can refer to the developer documents and pricing documentation provided by WhatsApp. Stay informed and prepared for these upcoming changes to optimise your WhatsApp communication effectively. More information on Meta’s WhatsApp Business API pricing can be found here and you want to have an infographic version in PDF format, get it from here.