In recent days, there’s been a lot of buzz about WhatsApp’s new pricing adjustments. It may sound a bit complex, but don’t worry—we’re here to break it all down! In this article, we’ll explain how the pricing structure works and outline the upcoming changes over the next few months.
What does this change mean for Spotler customers?
At Spotler, transparency has always been our priority when it comes to Meta session costs for our clients. With these new adjustments, we remain committed to that principle, meaning that many of our customers who use WhatsApp with Spotler Message or Spotler Engage will see direct benefits. Why? Because they’ll be exempt from these Meta fees.
Understanding WhatsApp’s pricing model
WhatsApp bases its pricing on interactions between businesses and their customers. Each conversation is set to last 24 hours from the first point of contact, covering all exchanges within that window.
Four conversation categories
WhatsApp organizes interactions into four primary categories, each with distinct rates based on the nature of the conversation and the country of origin.
1. Service conversations
These are initiated proactively by the customer for queries, troubleshooting, making arrangements, and more. From November 2024 onward, Meta will waive charges for this type of conversation.
2. Marketing conversations
Designed for sending promotional messages, such as discounts, offers, and product updates, this category is ideal for attracting attention to special events or deals.
3. Authentication conversations
These messages provide identity verification, assisting with processes like logins or account confirmations and adding an extra layer of security to sensitive interactions.
4. Utility conversations
Informative but non-promotional, these messages keep customers up-to-date on practical matters like order statuses, appointment reminders, or shipping notifications.
How do conversation sessions work?
When a customer initiates a conversation, it opens a 24-hour window during which the business can respond without incurring additional charges.
If the business starts a new conversation or if the 24-hour window expires, a charge is applied based on the type of message (service, marketing, authentication, or utility). This approach helps businesses manage costs according to interaction type and timing.
What’s changing in WhatsApp rates?
Meta’s updated pricing structure aims to better meet the needs of businesses and align with user expectations. The rollout will occur in stages to allow a smooth transition.
Four key updates in WhatsApp Pricing
1. No charge for service conversations
Starting November 1, 2024, service conversations will be free, encouraging companies to use WhatsApp as a customer service tool without added costs.
Many businesses spend substantial amounts on this service, so the removal of these charges represents an opportunity to expand bot functionality, such as integrating generative AI, without needing extra budget.
2. Marketing conversation rates
Starting October 1, 2024, Meta adjusted rates in certain markets, reflecting the demand and value of marketing messages. Rates may be updated quarterly in the future to ensure alignment with market trends.
3. No cost for utility messages during customer service sessions
Beginning April 1, 2025, utility messages sent within a 24-hour customer service window will be free. This change helps businesses save on costs for updates such as subscription confirmations, order statuses, payment reminders, account summaries, and customer satisfaction surveys.
4. New Per-Message Pricing Model (from April 1, 2025)
WhatsApp Business stapt over van conversatiegebaseerde kosten naar een per-berichtmodel voor WhatsApp Business will transition from conversation-based charges to a per-message model for specific message templates. This applies to:
- Marketing and Authentication templates: charged per message.
- Utility templates: charged per message if sent outside the 24-hour customer service window.
For more detailed information, you can find everything on Meta’s official site.
Conclusion
In summary, WhatsApp’s new pricing updates offer businesses more flexibility and opportunities to enhance customer engagement on the platform. With tailored rates and free service conversations, it’s easier than ever to connect meaningfully with customers while managing costs.
If you have any questions or need guidance on how these changes may affect your business, our team is here to help every step of the way. Don’t hesitate to reach out!
Whitepaper: WhatsApp Proactive Messaging
Besides the importance of WhatsApp for fast and effective customer service, you can also use WhatsApp as a means by which you can bring newsletters and other marketing and communication content to your customers’ attention in an excellent way.
In this paper, we look at 5 inspiring ways you can do this.
