WhatsApp Conversation Pricing Changes Timeline

Due to recent updates to WhatsApp Conversation Types and Pricing by Meta, we request that you carefully review the timeline of forthcoming modifications to the WhatsApp Business API provided below. Please ensure that you share this information with all relevant parties in your organization and client base. Thank you.

Following is the summary of the Timeline:

  • March 27 to April 1: New Templates Category Rollout
  • May: Other pricing-related changes
  • June 1: New pricing rollout

At Cunnekt, we strive to align our platform and API with the latest changes and advancements and we will keep you informed every step of the way. In case of any further questions, feel free to reach out to your dedicated relationship manager.

Upcoming Changes Timeline

Meta is making changes to its current pricing strategy in order to more accurately reflect the value offered by the messaging ecosystem. The adaption to this new pricing model proposed will start with the reclassification of all the existing templates into three categories namely Marketing, Utility, and Authentication.

March 27: Template Category Migration

Starting from March 27, Meta will categorize all existing templates into new categories based on their content and in accordance with Meta’s Template Guidelines. The expected completion date for this process is April 1st. It’s important to note that this categorization will only affect the template category and will not impact the template status or pricing until June 1st. In case you don’t agree with the category assigned to an existing template by Meta, you can file an appeal against the categorization until May 15.

How to Appeal a Template Category?

If your template is rejected because it was categorized incorrectly, you can choose from the following options:

1. Using WhatsApp Manager, you can modify the template and assign it to the appropriate category.

To do this, select the template and click on the “Edit category” button, then submit the changes for approval.

*The submission of categorization appeals through the WhatsApp Manager will not have any impact on the status of a template. In other words, if you submit an appeal for a template that has already been approved, the approval status will remain unchanged, even if your appeal is rejected by Meta. This means that the category assigned to the template by Meta will be retained regardless of the outcome of your appeal.

2. Appeal the rejection and explain your categorization decision.

You can use WhatsApp Business Manager to appeal their Templates.

Edit or create a new template that doesn’t contain mixed content**.

To illustrate, suppose the template includes both a delivery update, which falls under the Utility category, and a discount code, which falls under the Marketing category. In this case, the marketing content should be eliminated, and the template should be classified as Utility.
[**Note: Modifying the category classification of your template will only impact its categorization review. Your template may still face rejection based on other factors that are not related to its categorization.]

3. Edit or create a new template that doesn’t contain mixed content**. 

For example, if the template contains a delivery update (which we categorize as Utility) and a discount code (which we categorize as Marketing), remove the marketing content and categorize the template as Utility. 

[ **Note that making these changes only affects category review. Your template could still be rejected for other reasons unrelated to its categorization.]

March 27:  Changes on the Cunnekt Platform and the API

Cunnekt is set to receive updates that include new categories for templates and revised requirements. Furthermore, you will have the capability to modify your template management tool in accordance with the upcoming changes to API.

  • Changes when Creating Template

The category field in the Create new WABA template request will have only MARKETING, AUTHENTICATION, UTILITY as allowed values.

  • Conversation object in webhook

There will be a new field for the category on the pricing object.

Include allow_category_change=true in API template creation request

To prevent template rejection caused by incorrect categorization, you can indicate whether category changes are allowed or not by selecting “True” or “False” for the “Allow Category Change” option in the Template Creator. By including this parameter and its corresponding value, Meta will have the ability to assign the most suitable category for your template. The assigned category will then be displayed in your Template List.

May: Price-related changes

We have plans to provide an explanation in May about the pricing adjustments that will be implemented with respect to the new conversation categories. Additionally, we will be sharing further details on Authentication templates throughout the month of May, and we will inform you as soon as the information becomes available.

June 1: New Pricing Rollout

Starting from June 1st, there will be a change in the pricing of conversations. The four new categories will have distinct rates and purposes, resulting in different prices for each category. Business-initiated conversation categories (all of which require customer opt-in):

1. Utility conversations

Aims to fulfill a particular, previously agreed-upon request or transaction, or provide updates to customers regarding an ongoing transaction. This category also includes post-purchase notifications and recurring billing statements.

2. Authentication conversations

Businesses can use one-time passcodes to authenticate users at different stages of the login process such as account verification, account recovery, and integrity challenges. This enables secure authentication conversations.

3. Marketing conversations

Involve promotions or offers, informational updates, or invitations for customers to respond or take action. Any conversation that falls outside of the categories of utility or authentication is considered a marketing conversation.

4. Service conversations

Conversations that are initiated by the user and are aimed at resolving customer inquiries. These conversations are categorized as service conversations.

Changes in the Free Tier (1000 first conversations)

Starting from June 1st, 2023, conversations initiated by businesses will no longer be part of the free tier. However, the first 1000 user-initiated (Service) conversations (per WABA) will continue to be free every month. This means that charges for these conversations will only apply after the 1000th conversation.


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