Starting November 1, 2024, Meta introduced a new Conversation-Based Pricing model for the WhatsApp Business Platform. This update affects how businesses using the platform are charged for their conversations, based on who initiated the interaction and the type of messages being sent.
How Does the Pricing Model Work?
Conversations on WhatsApp are categorized into four types, each with distinct pricing and use cases:
- Service Conversations (User-Initiated)
- Triggered when users contact your business for support or general queries.
- Businesses are charged based on the type of response provided:
- Replies using regular messages (text or media) count as a service conversation.
- Using a template message (marketing, utility, or authentication) as the first reply triggers a charge under that specific category.
- Business-Initiated Conversations
- Start when your business sends notifications or broadcast messages.
- Charges vary depending on the type of template message used:
- Marketing Templates: Promote your products or services.
- Utility Templates: Deliver transactional updates like purchase confirmations.
- Authentication Templates: Send one-time passcodes for user verification.
- Marketing, Utility, and Authentication Conversations
- A new conversation starts only if a different template category is used within 24 hours.
- Example: Sending an authentication message while a marketing conversation is active opens a new authentication conversation.
- Referral Conversations
- These include interactions initiated through:
- Click-to-Action Buttons on Facebook Pages.
- Click-to-WhatsApp Ads (CTWA).
- Key Details:
- Conversations are free for the first 72 hours, provided the business responds within 24 hours.
- Charges apply after 72 hours based on Meta’s pricing model.
Key Considerations
- Pricing by Country Code
- Conversation charges depend on the user’s phone number country code.
- Rates vary by conversation type (user-initiated or business-initiated).
- Free Conversations
- Businesses under older plans get the first 1,000 user-initiated conversations per month for free.
- Newer plans (Growth, Pro, Business) include free service conversations for all user-initiated messages.
- Session Expiry and Charges
For referral conversations, sessions expire 24 hours after the customer’s last message.
How to Optimize for the New Pricing Model
- For Customer Support:
- Resolve queries quickly with tools like the WePOS Multi-Agent Dashboard.
- Use chatbots to handle basic inquiries, especially outside business hours.
- For Marketing:
- Refine your notification strategy to focus on providing value with minimal messages.
- Avoid sending daily notifications, which may lead to account suspension.
- Prioritize User Experience:
- Ensure your communication strategy delivers a seamless and engaging experience.
- A positive user experience minimizes concerns about pricing changes.
Conversation Fees and Rate Cards
Charges are calculated based on the user’s phone number country code. New rates effective from November 1, 2024, can be found here:
FAQs
1. Will I be charged if I send a template as the first message in a service conversation?
Yes, using a template message as the first reply starts a conversation in the corresponding category (marketing, utility, or authentication) rather than a service conversation.
2. How can I avoid charges for user-initiated service conversations?
To avoid charges, reply to the user’s first message with a regular message (text, media, etc.) instead of a template message.
Need Help?
For more information on leveraging WhatsApp Business API or setting up your campaigns, contact WePOS Support at support@wepos.ai.
