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.

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

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:

• Country Calling Codes and Regional Rate Mapping CSV