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.

Key WhatsApp Pricing Model Changes

Timeline

March 1, 2023

Changes to free entry point conversations

User-initiated messages through free entry-point conversations will have an extended free conversation window from 24 hours to 72 hours.

April 1, 2023

A. Conversation categories

To replace the Business-initiated and User-initiated Conversations, WhatsApp introduce 4 new conversation categories regarding different conversation scenarios:

Utility conversations

Business-initiated conversations relating to a transaction

  • Post-purchase notifications

  • Recurring billing statements to customers who have opted in.

Authentication

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.

Marketing conversation

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

Service conversations

Any user-initiated conversations like resolving a customer inquiry.

B. New Template category

Marketing

*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.

Utility

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.

Authentication

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.

Changes to template creation

  • 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.

Changes to template review and approval

  • 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

June 1, 2023

A. Changes to free-tier conversations

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.

B. Conversation charges will be based on the template category

Cost per conversation in USD, effective June 1, 2023.

MarketMarketingUtility AuthenticationService

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

Regional Rate Mapping

Rest of Asia Pacific
  • Afghanistan

  • Australia

  • Bangladesh

  • Cambodia

  • China

  • Hong Kong

  • Japan

  • Laos

  • Mongolia

  • Nepal

  • New Zealand

  • Papua New Guinea

  • Philippines

  • Singapore

  • Sri Lanka

  • Taiwan

  • Tajikistan

  • Thailand

  • Turkmenistan

  • Uzbekistan

  • Vietnam

North America
  • Canada

  • United States

Rest of Africa
  • 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

Rest of Central & Eastern Europe
  • Albania

  • Armenia

  • Azerbaijan

  • Belarus

  • Bulgaria

  • Croatia

  • Czech Republic

  • Georgia

  • Greece

  • Hungary

  • Latvia

  • Lithuania

  • Moldova

  • North Macedonia

  • Poland

  • Romania

  • Serbia

  • Slovakia

  • Slovenia

  • Ukraine

Rest of Western Europe
  • Austria

  • Belgium

  • Denmark

  • Finland

  • Ireland

  • Norway

  • Portugal

  • Sweden

  • Switzerland

Rest of Latin America
  • Bolivia

  • Costa Rica

  • Dominican Republic

  • Ecuador

  • El Salvador

  • Guatemala

  • Haiti

  • Honduras

  • Jamaica

  • Nicaragua

  • Panama

  • Paraguay

  • Puerto Rico

  • Uruguay

  • Venezuela

Rest of Middle East
  • Bahrain

  • Iraq

  • Jordan

  • Kuwait

  • Lebanon

  • Oman

  • Qatar

  • Yemen

Other
  • All other countries

For other regional rate mapping information, please refer to the below CSV file:

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