WhatsApp Business API Conversation Pricing is Changing!
Update on 25 July 2024
With billions of users worldwide, WhatsApp has established a well-known presence among users. And also create a direct link for businesses to connect with their customers. With its growing popularity, many businesses are thinking of using the WhatsApp Business API.
But before switching to the WhatsApp Business API, let's get a quick update about Meta’s new WhatsApp pricing model and what you need to know to get started.
What is the WhatsApp Business API?
The WhatsApp Business API is designed for businesses to communicate with their customers on WhatsApp. WhatsApp Business API is designed to send bulk messages, solve customers' queries, automate responses, and get campaign analytics organized.
Types of Conversations
Let’s understand that Meta’s pricing structure is based on the type of message and who initiated the conversation. So, there are two types of initiated conversations.
- 1. Business-Initiated Messages
- 2. User-Initiated Messages
Business-Initiated Messages
The messages that are sent first by businesses for sending marketing messages are called business-initiated messages.
For example, businesses send messages like notifications, promotions, reminders, and updates.
User-Initiated Messages
The message that is first sent by customers to businesses for the purpose of reaching out to them is known as a user-initiated message.
For example, generally, the messages that are user-initiated are for customer support, inquiries, feedback, and service requests.
Business-initiated messages are divided into 4 types of categories, each of which has its own different pricing:
- Marketing Messages: The messages sent by businesses to promote their business.
- Utility Messages: Messages sent as transnational updates, such as shipping notifications or appointment reminders.
- Service Messages: These messages are the customer service responses sent in the time span of 24 hours in a free window.
- Authentication Messages: Messages that are sent for verification purposes, such as OTPs (one-time passwords).
Meta’s pricing policy change
Let’s have a look at the changes that will impact the cost structure of the following points:.
Marketing Messages
Marketing messages are generally promotional content sent by businesses to their customers. Usually, these messages are offers, discounts, new product launches, or any message whose sole purpose is to sell the product or just engage with customers.
New Pricing Structure
- Increased Cost: With the change in Meta’s policy,
marketing messages will now be more expensive than before. This policy
change will take place in October 2024.
The new pricing policy aims to align the value with the expected benefits that are derived by businesses through WhatsApp marketing. - Conversation-Based Fee: Businesses will now get billed a single fee for 24-hour conversation sessions; during this period of time, they can send multiple messages to users.
Utility Messages
Utility messages are transactional updates sent by businesses to keep their customers informed about their interactions. These messages include appointment reminders, shipping notifications, order confirmations, and other information.
New Pricing Structure
- Decrease in pricing: With the change in Meta’s policy, utility messages will now be costing less than before. This policy change will take place in August 2024
- Conversation-Based Fee: Utility communications are now charged based on the span of the discussion, much like marketing messages. For a 24-hour session, businesses pay a single cost and are allowed to send multiple utility messages throughout that period of time.
WhatsApp International Authentication Rates
Businesses using whatsApp business API for having a conversation with users from specific countries will see a change in international authentication rates. Firms based outside of the country will be charged the international rate for the conversations (like a verification message).
For Example: If any business is established in India and you message someone in Saudi Arabia, they will be billed the international rate.
New Pricing Structure
- Limitation for Charges If businesses manage more than 750,000 conversations in the 30-day period with users from countries with international rates, countries will be charged these rates.
- Billing: The international rate applies when your business sends verification messages to users.
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Why Anantya.ai will be best for WhatsApp marketing
With Meta’s new pricing policy, it can be hard to figure out if your WhatsApp messages are really reaching your clients or not. Limited attempts by meta can leave you worried about whether your campaigns are fruitful or not.
That’s where Anantya.ai comes into the picture. Anantya.ai offers a smart solution known as the SMS fallback feature. We've got you covered by sending your campaign via SMS in case there are any issues with WhatsApp message delivery. With this, you can be sure that your messages will be seen and that your marketing campaign will be successful.
Before Meta's new pricing policy takes place, lock in your last chance to
secure a money-saving deal for your bulk WhatsApp campaigns.
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