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New WhatsApp Pricing (2023)
The WhatsApp pricing model change in 3 different stages (March, April, and June 1 2023,) for the new business-initiated conversation categories to reflect the different values each of these conversation types drives for businesses and people.
User-initiated messages through free entry-point conversations will have an extended free conversation window from 24 hours to 72 hours.
To replace the Business-initiated and User-initiated Conversations, WhatsApp introduce 4 new conversation categories regarding different conversation scenarios:
Business-initiated conversations relating to a transaction
- Post-purchase notifications
- Recurring billing statements to customers who have opted in.
Business-initiated conversations enable businesses to authenticate users with one-time passcodes at multiple steps during the login process.
- Account Registration
- Account recovery
- Integrity challenges.
Business-initiated conversations to market a product or service to customers
- Relevant offers to customers who have opted in.
- Other types of conversation that not qualified as authentication or utility conversations
Any user-initiated conversations like resolving a customer inquiry.
*Recommend by WhatsApp
Most flexible – they do not relate to a specific, agreed-upon transaction and instead may relate to the business and/or its products/services, including:
- Promotions or offers Welcoming/closing messages
- Updates, invitations or recommendations
- Requests to respond or complete a new transaction.
Related to a specific, agreed-upon transaction and accomplish one of the following:
- Confirm or suspend a transaction
- Provide an update or reminder post-transaction.
Enable businesses to authenticate users with one-time 4-8 digit alphanumeric passcodes potentially at multiple steps in the login process such as
- Account Verification
- Account recovery
- Integrity challenges etc...
Any template that has a mix of utility and marketing content will be classified as a marketing template.
- Category selection will be required in the template creation process. This will also gate whether a business gets access to features like specific ROI metrics for marketing or one-tap for authentication.
- Category selection will be available in the WhatsApp Manager and Graph API.
- All templates with variables must have a sample to be submitted to WhatsApp for review.
- When a template is submitted, WhatsApp will prompt users to change categories if their selection does not match the classification.
- WhatsApp will provide a response verifying whether the category selected was accepted or rejected when a template is created via API.
The template category will not change after the approval process, so you will always know the price of a conversation before it begins
For every WABA account, the first 1000 conversations per month are Free for Service conversations (user-initiated) ONLY.
User-initiated conversations will not be charged unless the business responds with free-form messages or auto-replies.
Cost per conversation in USD, effective June 1, 2023.
Market | Marketing | Utility | Authentication | Service |
|---|---|---|---|---|
Argentina | 0.072 | 0.041 | 0.037 | 0.035 |
Brazil | 0.103 | 0.068 | 0.061 | 0.053 |
Chile | 0.015 | 0.01 | 0.009 | 0.007 |
Egypt | 0.124 | 0.08 | 0.072 | 0.075 |
France | 0.165 | 0.089 | 0.08 | 0.099 |
Germany | 0.157 | 0.099 | 0.089 | 0.095 |
India | 0.012 | 0.005 | 0.005 | 0.005 |
Indonesia | 0.048 | 0.023 | 0.035 | 0.022 |
Israel | 0.041 | 0.022 | 0.02 | 0.021 |
Italy | 0.08 | 0.049 | 0.044 | 0.045 |
Malaysia | 0.099 | 0.023 | 0.021 | 0.026 |
Mexico | 0.051 | 0.031 | 0.028 | 0.013 |
Netherlands | 0.184 | 0.092 | 0.083 | 0.103 |
Nigeria | 0.06 | 0.037 | 0.034 | 0.036 |
Pakistan | 0.055 | 0.03 | 0.027 | 0.017 |
Peru | 0.081 | 0.049 | 0.044 | 0.021 |
Russia | 0.093 | 0.055 | 0.05 | 0.046 |
Saudi Arabia | 0.047 | 0.029 | 0.026 | 0.023 |
South Africa | 0.044 | 0.023 | 0.021 | 0.02 |
Spain | 0.071 | 0.044 | 0.04 | 0.043 |
Turkey | 0.013 | 0.011 | 0.01 | 0.004 |
United Arab Emirates | 0.04 | 0.023 | 0.021 | 0.022 |
United Kingdom | 0.082 | 0.046 | 0.042 | 0.045 |
North America | 0.029 | 0.018 | 0.016 | 0.011 |
Rest of Africa | 0.026 | 0.019 | 0.017 | 0.042 |
Rest of Asia Pacific | 0.085 | 0.055 | 0.049 | 0.026 |
Rest of Central & Eastern Europe | 0.099 | 0.072 | 0.065 | 0.029 |
Rest of Latin America | 0.086 | 0.057 | 0.052 | 0.049 |
Rest of Middle East | 0.04 | 0.023 | 0.021 | 0.026 |
Rest of Western Europe | 0.069 | 0.049 | 0.044 | 0.046 |
Other | 0.07 | 0.039 | 0.035 | 0.017 |
- Algeria
- Angola
- Benin
- Botswana
- Burkina Faso
- Burundi
- Cameroon
- Chad
- Republic of the Congo (Brazzaville)
- Eritrea
- Ethiopia
- Gabon
- Gambia
- Ghana
- Guinea-Bissau
- Ivory Coast
- Kenya
- Lesotho
- Liberia
- Libya
- Madagascar
- Malawi
- Mali
- Mauritania
- Morocco
- Mozambique
- Namibia
- Niger
- Rwanda
- Senegal
- Sierra Leone
- Somalia
- South Sudan
- Sudan
- Swaziland
- Tanzania
- Togo
- Tunisia
- Uganda
- Zambia
For other regional rate mapping information, please refer to the below CSV file: