WhatsApp will implement a new business pricing model starting from June 1, 2023. The pricing model for WhatsApp's conversations will change from two categories (user-initiated and business-initiated) to four, based on conversations. Under the new pricing model, business-initiated conversations on WhatsApp will be divided into three categories: Utility, Authentication, and Marketing. On the other hand, user-initiated conversations will be known as Service conversations, which will help customers with their queries.
WhatsApp's goal, as explained by the company, is to become the primary communication platform for both individuals and businesses at all stages of the customer journey. WhatsApp has introduced the new conversation categories and names to ensure that the product experience and pricing are in line with the company's vision.
New WhatsApp Conversation Categories
Starting from June 1, 2023, WhatsApp's new pricing model based on conversations will be implemented. Let's discuss the newly made breakdown of categories to the four new categories.
Utility Conversation: Utility conversations category refer to the transactional messages initiated by businesses such as after purchase and billing alerts. Only opt-in users will receive these messages.
Authentication conversations: This is to send secure authentication messages to the user. Only businesses will initiate the conversations to authenticate users using OTP codes, which includes business signup, password recovery, and secure logins.
Promotional Conversations: These interactions are initiated by businesses in order to promote their products and services. Discounts and personalized offers are available to users who opt in to receive them.
Service Conversations: These are conversations initiated by users with the priority aim of resolving any questions or issues they have.
WhatsApp business New Pricing: updated
The charges for conversations initiated by both businesses and users are subject to variation depending on their respective country and region. The rates applicable for India and North America are outlined below:
India(INR)
Additional Changes to the Pricing Model:
Under the new pricing model, businesses can now enjoy an extended free conversation window from one to three days. This applies to conversations initiated from Facebook or Instagram ads that direct users to WhatsApp, as well as from Facebook page calls-to-action. This development enables both businesses and users to have longer and more productive conversations, leading to better outcomes and increased conversions.
Starting from June 1, 2023, WhatsApp will provide businesses with a complimentary package of 1000 service or user-initiated conversations. It's worth noting that this offer will not be extended to business-initiated conversations.
What's newly included WhatsApp Business Features
Along with the revised pricing model, WhatsApp is introducing "Conversation Metrics" to help businesses gauge the effectiveness of their messages. These tools are expected to be launched in the latter half of 2023.
Businesses will soon have access to performance data on WhatsApp Manager across three categories of conversations: Utility, Marketing, and Service. The data will include information on message sends, reads, and top block reasons, allowing businesses to make informed decisions on their messaging strategy.
Click rate, click-through rate, and media views will specifically be available for Marketing messages, giving businesses valuable insights into the success of their marketing campaigns.
The ROI Measurement Playbook will provide businesses with a comprehensive guide to implementing full ROI measurement for their marketing messages, complete with step-by-step instructions.
WhatsApp's Current Pricing Model
Under the current pricing model, WhatsApp Business conversations are categorized into two distinct groups, each with a different pricing structure:
User-initiated conversations refer to those that are initiated in response to a message from the user. Whenever a business responds to a user's message within the 24-hour customer service window, it will be categorized as a user-initiated conversation. During this window, businesses can send free-form messages to the user at no additional cost.
Business-initiated conversations, on the other hand, are initiated when a business sends a message to a user outside the 24-hour customer service window. To initiate a business-initiated conversation, businesses must use a message template.
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