2024 WhatsApp API Pricing: Meta announces price reduction for marketing and useful messages
WhatsApp Business API Pricing
Meta has announced that it will revise pricing for utility and marketing conversations on the WhatsApp Business API. Meta said fees for useful conversations (such as one-time passwords, order updates, payment reminders, etc.) have been reduced to attract more businesses to use whatsapp blasting as their primary communication channel. For marketing conversations, Meta announces price updated rates better reflect market demand and the value of marketing messages.
In addition, WhatsApp has previously implemented new certification rates in India and Indonesia, and will gradually update the pricing structure in other markets to improve user experience and align with industry standards.
WhatsApp conversation message charges
WhatsApp Business Platform features conversational pricing. WhatsApp API charges are based on each conversation, not on an individual message sent or received. This is a key feature of the WhatsApp Business API pricing model.
WhatsApp conversations are 24-hour interactive messages between you and your customers.
Four WhatsApp conversation categories
Conversations are classified into one of the following categories:
- Marketing Template : Helps you achieve a variety of goals, from increasing brand awareness to boosting sales and re-engaging customers. For example: announcements of new products, services or features, targeted promotions/offers, shopping cart abandonment reminders, etc. These all fall under the marketing pricing category of WhatsApp API
- Utility/Transaction (Unitility Template) : Helps you follow up on cultivating a vibrant community user operations or requests. For example: subscription confirmation, order/delivery management (such as delivery updates), account updates or notifications (such as payment reminders), or feedback surveys, etc. These are common usage scenarios in WhatsApp Business API pricing
- Service Template : Help you resolve customer inquiries
How is a WhatsApp conversation considered opened?
【1】Marketing, Practical and Certification Dialogue
When you send an approved Marketing, Utility, or Certification template to a client, we check to see if there’s already an open conversation between you and the client that matches the template category.
This conversation opening model is a key design concept in WhatsApp API pricing, aiming to provide qatar data flexible message charging plans based on the different needs of enterprises.
【2】Service dialogue
A service conversation is opened when a free-form message is delivered to your customer and there is no open conversation of any kind between you and the customer.
【3】Multiple dialogues
There may be multiple open conversations between you and your customer. This may happen in the following situations:
- There is an open marketing, practical or certification conversation between you and the customer, and you send them a sample message of different categories within 24 hours.
- There is an open service conversation between you and the customer, and you sent them a template message within 24 hours.
Free entry point conversations
If a customer (1) messages you via WhatsApp using an Android or iOS device by clicking on the call-to-action button on your ad or Facebook page, and (2) you respond within 24 hours, a free entry point conversation will begin. You can also start sending free-form messages at this point.
Free access point session duration
Free entry point conversations last 72 hours. Meta announces price, Utility, Certification and Service conversations last 24 hours unless closed by a new free entry point conversation.
