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Understanding WhatsApp's Conversation-Based Pricing on the Business Platform



Introduction: Are you curious about how WhatsApp's conversation-based pricing works for businesses? In this comprehensive guide, we'll dive into the details of WhatsApp Business Platform's pricing strategy, ensuring you make the most of your interactions with customers.


What is Conversation-Based Pricing? WhatsApp charges per conversation, not per individual message. A conversation refers to a 24-hour message thread between your business and your customers. This conversation is opened and charged when messages you send are delivered to the customers.


How Are Conversations Categorized? Conversations on WhatsApp are categorized into four main types:

  1. Marketing: Ideal for a wide range of goals like generating awareness, driving sales, or retargeting customers. This includes new product announcements, targeted promotions, or cart abandonment reminders.

  2. Utility: For follow-ups on user actions or requests, like opt-in confirmations, order/delivery updates, payment reminders, or feedback surveys.

  3. Authentication: Used to authenticate users with one-time passcodes for account verification, recovery, or integrity challenges.

  4. Service: To resolve customer inquiries effectively.





Opening Conversations: Here's how different conversations are initiated:


  • Marketing, Utility, and Authentication Conversations: These are opened when you send an approved template message in these categories and no open conversation in that category exists with the customer.

  • Service Conversations: These begin when you send a free-form message within a customer service window, and there's no open conversation in any category with the customer.


Customer Service Windows: A 24-hour customer service window starts when a customer messages you. Within this window, you can send free-form or template messages.


Conversation Duration: Most conversations last 24 hours unless a new conversation is opened. Free-entry point conversations last 72 hours.


Multiple Conversations: It's possible to have multiple open conversations with a customer under specific conditions, like sending a different category template message within 24 hours.


Free Tier Conversations: Each WhatsApp Business Account receives 1,000 free service conversations monthly, refreshed at the start of each month. Marketing, utility, and authentication conversations are not included in the free tier.


Free Entry Point Conversations: These are opened when a customer messages you via specific channels like a Click to WhatsApp Ad, and you respond within 24 hours. These conversations close all other open conversations with the customer and last for 72 hours.


Conversation Examples:

  • Single conversation: Sending multiple utility template messages within 24 hours when no conversation exists.

  • Multiple conversations: Sending a utility template message when a marketing conversation is open, resulting in two different conversations.


Rates: Rates vary based on conversation category and region. These rates are applicable for conversations opened on or after June 1, 2023.


Rate Cards:


Conclusion: Understanding WhatsApp's conversation-based pricing is crucial for optimizing your business communications. By categorizing and managing your conversations effectively, you can ensure a more efficient and cost-effective interaction with your customers.


WhatsApp Pricing
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