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 August 1, 2024
| Market | Marketing | Utility | Authentication | Service |
|---|---|---|---|---|
Argentina | 0.0711 | 0.0391 | 0.0422 | 0.0363 |
Brazil | 0.0719 | 0.0092 | 0.0362 | 0.0345 |
Chile | 0.1022 | 0.0230 | 0.0606 | 0.0522 |
Colombia | 0.0144 | 0.0002 | 0.0089 | 0.0069 |
Egypt | 0.1234 | 0.0060 | 0.0711 | 0.0741 |
France | 0.1647 | 0.0345 | 0.0795 | 0.0988 |
Germany | 0.1570 | 0.0633 | 0.0883 | 0.0942 |
India | 0.0123 | 0.0016 | 0.0016 | 0.0046 |
Indonesia | 0.0473 | 0.0230 | 0.0345 | 0.0219 |
Israel | 0.0406 | 0.0061 | 0.0194 | 0.0207 |
Italy | 0.0795 | 0.0345 | 0.0435 | 0.0444 |
Malaysia | 0.0989 | 0.0161 | 0.0207 | 0.0253 |
Mexico | 0.0501 | 0.0115 | 0.0275 | 0.0121 |
Netherlands | 0.1837 | 0.0575 | 0.0828 | 0.1025 |
Nigeria | 0.0593 | 0.0077 | 0.0330 | 0.0357 |
Pakistan | 0.0544 | 0.0062 | 0.0262 | 0.0163 |
Peru | 0.0808 | 0.0230 | 0.0434 | 0.0206 |
Russia | 0.0922 | 0.0460 | 0.0493 | 0.0458 |
Saudi Arabia | 0.0523 | 0.0132 | 0.0260 | 0.0224 |
South Africa | 0.0436 | 0.0087 | 0.0207 | 0.0193 |
Spain | 0.0707 | 0.0230 | 0.0393 | 0.0424 |
Turkey | 0.0125 | 0.0061 | 0.0095 | 0.0035 |
United Arab Emirates | 0.0442 | 0.0181 | 0.0205 | 0.0219 |
United Kingdom | 0.0608 | 0.0253 | 0.0412 | 0.0446 |
North America | 0.0288 | 0.0046 | 0.0155 | 0.0101 |
Rest of Africa | 0.0259 | 0.0070 | 0.0166 | 0.0417 |
Rest of Asia Pacific | 0.0842 | 0.0181 | 0.0489 | 0.0258 |
Rest of Central & Eastern Europe | 0.0989 | 0.0406 | 0.0641 | 0.0288 |
Rest of Latin America | 0.0851 | 0.0130 | 0.0512 | 0.0486 |
Rest of Middle East | 0.0392 | 0.0181 | 0.0205 | 0.0251 |
Rest of Western Europe | 0.0681 | 0.0345 | 0.0435 | 0.0457 |
Other | 0.0695 | 0.0089 | 0.0350 | 0.0167 |
Regional Rate Mapping
For other regional rate mapping information, please refer to the below CSV file:
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