Updates to Conversation Based Pricing

The WhatsApp Business Platform will introduce a per 24-hour conversation charge for businesses, which will vary based on the conversation category. Business-initiated conversations will now be classified into three distinct categories – utility, authentication, and marketing. Additionally, user-initiated conversations will be referred to as service conversations.

Conversation categories and how they apply to your pricing

By utilizing a template message, businesses have the ability to start a conversation, with the category of the template message determining the category of the particular conversation.

Four new conversation categories effective June 1, 2023:-

There are three business-initiated conversation categories (all of which require customer opt-in):

  1. Utility conversations: They aim to help customers with a specific and mutually agreed-upon request or transaction, as well as keep them informed about ongoing transactions, such as post-purchase notifications and recurring billing statements.
  2. Authentication conversations: They allow businesses to verify users’ identities using one-time passcodes, which may be required at various stages of the login process, such as account verification, account recovery, and integrity
  3. Marketing Conversations: Marketing conversations involve providing customers with promotions or offers, updates on information, or invitations to take action. Any conversation that does not fall into the category of utility or authentication conversation, is considered a marketing conversation.
  4. Service Conversations: Conversations initiated by users will be classified as service conversations, aimed at assisting customers in resolving their inquiries.

How conversation charges will be initiated?

  • The cost of a conversation will depend on the category of the template used. When a template is sent, it starts a new conversation within that category, and the charge for that category will be applied, unless the template is sent during an ongoing conversation in that category. For instance, if there is an ongoing conversation about utilities and a marketing template is sent within that conversation, a new and distinct marketing conversation will be created, and the corresponding charge will be incurred.
  • Sending multiple templates of the same category in an ongoing conversation will not result in extra charges. For instance, if a company sends multiple utility templates within an ongoing utility conversation, no additional charges will be applied.
  • Service conversations will only start when there are no other active conversation windows, and a business replies to a user with a free-form message within the 24-hour customer service window. However, if a business sends a template message in response to a user or during an open service conversation, a new conversation will be created based on the template category.
  • An exemption to this rule applies to free entry-point conversations. Within the free window, businesses can send multiple templates of various categories, and no new conversation will be created.
  • Charges for conversations are based on the user’s country code. A user here is defined as the customer that your business is communicating with. Rates for business-initiated and user-initiated conversations vary by country or region.

Additional changes to conversation-based pricing in 2023

Changes to free entry point conversations: Effective March 1, 2023,

  • If users message businesses using call-to-action buttons on Ads that Click to WhatsApp or Facebook Page call-to-action buttons, there will be no charge for conversations. As of March 1, we are expanding the free conversation window from 24 hours to 72 hours for users who message businesses through these entry points, which will result in additional free conversations.
  • If a free entry point conversation is ongoing, it is not possible to initiate any other conversation category, even if a business sends a template during the three-day (72h) free entry point conversation window.

However, standard pricing applies for Ads that Click to WhatsApp. While the conversation that results from the ad is free, the ad itself is not.

Changes to Free Tier Conversations: Effective June 1, 2023

Businesses can still use the WhatsApp Business Platform by utilizing 1,000 free user-initiated conversations per month. However, the free tier will no longer include business-initiated conversations.Each WhatsApp Business Account (WABA) will receive 1,000 free user-initiated conversations per month, regardless of how many phone numbers are associated with the WABA. The free tier will reset each month, according to the timezone linked to the WABA.


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