WhatsApp Business API: Conversation-Based Pricing

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In 2022, WhatsApp will continue to be the most popular global mobile messenger app. It’s also the third most popular social network worldwide. It has approximately two billion monthly active users. Chances are that you already know the convenience, speed, and personalisation of WhatsApp. For many businesses, it’s a lifeline and an effective way to reach out to customers and meet their needs. The best way to leverage this is with WhatsApp for Business. Know what's in store for year 2022.

Key Takeaways

-      Effective February 1, 2022, WhatsApp will switch from a notification-based pricing model to a conversation-based pricing model

-      Instead of being charged for notifications sent, businesses will be charged per conversation

-      Customers will be billed ValueFirst fees in addition to pass through WhatsApp conversation fees

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FAQs

Q: What is conversations-based pricing?

Conversations-based pricing replaces the existing WhatsApp Business API “session” model. Conversations-based pricing is tied to a fixed 24-hour window of interactions between a business and consumer. Pricing is variable based on who initiates a conversation –a consumer, or a business.

A user-initiated (consumer) conversation might be a customer care or support use case, whereas a business-initiated (brand) conversation might include post-purchase notifications, like order status updates.

The 24-hour window begins when the first message is delivered by a business to an end-user’s phone number.

Q: When does this change go into effect?

The new pricing model rolls out on February 1, 2022.

Q: How is this different from the current pricing model?

The current WhatsApp pricing model is based on a rolling 24-hour session from the last consumer or end-user response. In this new model, conversation windows are fixed, and a new conversation is billed every 24 hours, regardless of the duration of an interaction between the consumer and brand.

Q: When can a business send a free-form message?

A business can send free-form messages within 24 hours of the last user message in a conversation. If it’s been more than 24 hours since the last user message, a business must send a message template. Delivery of a message template opens a new conversation.

Q: What happens to sessions?

The rolling 24-hour service window is replaced with a fixed 24-hour window based on when the first message is delivered by a business.

Q: What happens to message templates?

Brands must still use message templates that are preapproved by WhatsApp to initiate a conversation, or to resume a conversation outside of the 24-hour conversation window. There is no change to the existing message template submission and approval process when these are required.

Note that two consecutive message templates are considered a single business-initiated 24-hour conversation.

Q: Are there any other changes to the pricing model?

The first 1,000 conversations each month will be free. In addition, conversations will not be charged when a user messages a business using a call-to-action button on Ads that click to WhatsApp or a Facebook Page CTA.

ValueFirst teams will add markup on these costs and only then offer to clients.

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POSITIONING

Relationships are about more than a single message. That’s why our rates are per 24-hourconversation session to enable businesses to provide the fast and conversational experiences customers want.