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WhatsApp Conversation-Based Pricing [2025 Updates]

New conversations categories has been introduced to WhatsApp pricing on June 1, 2023.

See below for more details.

How does it works?

WhatsApp conversation-based pricing is a billing model that charges businesses based on the number of conversations initiated or responded to through the WhatsApp Business API.

In this pricing model, businesses are typically billed for each unique conversation thread that occurs between their business and a user on the WhatsApp platform.

This article explores the multifaceted dimensions of WhatsApp conversation-based pricing across four critical categories: Marketing, Utility, Authentication, and Service.

Marketing

WhatsApp conversation-based pricing heralds a new era of targeted and personalized marketing:

  • Precision Targeting: Businesses can initiate conversations with users based on their preferences, behaviors, and demographics, allowing for highly targeted marketing campaigns.

  • Interactive Engagement: With the ability to send multimedia messages, businesses can create interactive and visually appealing content to captivate their audience and drive engagement.

  • Feedback Loop: Conversations initiated through marketing messages provide valuable feedback and insights into customer preferences, allowing businesses to refine their marketing strategies and optimize performance.

Marketing conversations include promotions or offers, informational updates, or invitations for customers to respond or take action.

Utility

WhatsApp conversation-based pricing transforms everyday utility services into seamless experiences:

  • Customer Support: Businesses can offer instant customer support through WhatsApp, addressing inquiries, resolving issues, and providing assistance in real-time.

  • Appointment Reminders: By sending automated appointment reminders and confirmations, businesses can reduce no-show rates and improve overall service efficiency.

  • Order Updates: Customers receive timely updates on their orders, including shipping notifications, delivery status, and order confirmations, enhancing transparency and trust in the purchasing process.

Utility conversations facilitate a specific, agreed-upon request or transaction, or update a customer about an ongoing transaction. These may include transaction confirmations, transaction updates, and/or post-purchase notifications.

Authentication

WhatsApp conversation-based pricing enhances security and authentication processes:

  • Two-Factor Authentication: Businesses can leverage WhatsApp for two-factor authentication, adding an extra layer of security to user accounts and transactions.

  • Identity Verification: WhatsApp conversations can be used for identity verification purposes, enabling businesses to authenticate users and mitigate fraud risks.

  • Secure Communication: End-to-end encryption ensures that sensitive information exchanged during conversations remains private and secure, safeguarding user data from unauthorized access.

Authentication conversations enable you to authenticate users with one-time passcodes, potentially at multiple steps in the login process.

Service

WhatsApp conversation-based pricing revolutionizes service delivery across various industries:

  • Banking and Finance: Customers can access banking services, such as account balance inquiries, fund transfers, and transaction alerts, directly through WhatsApp, enhancing convenience and accessibility.

  • Healthcare: Healthcare providers can offer telemedicine consultations, appointment scheduling, and medication reminders through WhatsApp, improving patient engagement and care coordination.

  • E-commerce: Businesses can facilitate seamless shopping experiences, including product recommendations, order updates, and customer support, all within the WhatsApp platform, driving sales and customer loyalty.

Service conversations help you resolve customer inquiries.

Marketing, utility, and authentication conversations can only be opened with template messages. Service messages can only be opened with free-form messages. See Opening Conversations.

Conversation Duration

Marketing, utility, authentication, and service conversations last 24 hours unless closed by a newly opened free-entry point conversation. Free-entry point conversations last 72 hours.

Conversation-Based Pricing

Charges for conversations are based on the country of the user’s phone number. We rely on your customer's country calling code and network prefix (area code) to determine their country. If a country is not listed below, it maps to Other.

Conversation-Based Pricing Model

Click here to see the Rates.

Authentication-International Rates

Starting June 1, 2024, we are introducing authentication-international rates. See Authentication-International Rates to learn about these rates and if they apply to you.

Conversation Examples

Only one conversation opened with a customer:

  • No open conversation exists between you and a customer and you send multiple utility template messages to the customer within 24 hours.

  • An open conversation of any category exists between you and a customer and you send multiple free-form messages to the customer within 24 hours.

Multiple conversations opened with a customer:

  • An open marketing conversation exists between you and a customer and you send them a utility template message within 24 hours. This results in a marketing conversation and a utility conversation.

  • An open service conversation exists between you and a customer and you send them a utility template message within 24 hours. This results in a service conversation and a utility conversation.

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