The WhatsApp Business Platform provides companies with an effective way to communicate with their customers. But how exactly are conversations charged? Meta has introduced a pricing model based on different types of conversations. In this article, we will explain in a simple and clear way how billing works with our chatbot.
How Are Conversations Charged?
Billing is not based on the number of messages sent or received but on opened conversations. A conversation includes all messages exchanged between your company and a customer within a 24-hour window. A new conversation begins when the first message in a specific category is delivered.
The Four Conversation Categories
Marketing:
Promotional messages such as order catalogs, product announcements, discount offers, or reminders for abandoned carts.
Utility:
Messages related to order tracking, order confirmations, payment reminders, or account updates.
Authentication:
Sending one-time passcodes for account verification or login.
Service:
Responding to customer inquiries.
(Since November 1, 2024, these conversations are free, allowing businesses to answer customer inquiries at no additional cost. This makes WhatsApp an efficient support channel.)
When Is a Conversation Opened?
A Marketing, Utility, or Authentication conversation starts when the first template message (a standardized and Meta-approved message from your business) of that category is delivered. The conversation lasts for 24 hours. Sending a new message in the same category does not restart the 24-hour window.
A 24-hour Service conversation starts when a customer sends a message to your business. The 24-hour window renews with every new message sent by the customer!
Example Scenarios
Scenario 1:
Tuesday, 08:00 AM:
You send your catalog with an order reminder (Marketing message) to a customer. (A 24-hour Marketing conversation is opened.)
Tuesday, 09:30 AM:
The customer places an order. (A free 24-hour Service conversation is opened.)
Tuesday, 11:00 AM:
One of your employees processes the customer's order and sends an order confirmation. (Still under the Service conversation.)
Scenario 2:
Thursday, 03:00 PM:
The customer proactively places an order with a direct message to you, activating the chatbot. (A free 24-hour Service conversation is opened.)
Friday, 09:00 AM:
One of your employees processes the customer's order and sends an order confirmation. (Still under the Service conversation.)
Scenario 3:
Friday, 11:00 PM:
The customer proactively places an order with a direct message to you, activating the chatbot. (A free 24-hour Service conversation is opened.)
Monday, 09:00 AM:
One of your employees processes the customer's order and sends an order confirmation. (A paid 24-hour Utility conversation is activated.)
Pricing by Region
The pricing for Marketing, Utility, and Authentication conversations varies by country or region.
Country/Region: | Currency: | Marketing: | Administration: | Authentication: | Service: |
|---|---|---|---|---|---|
France | $US | 0.1423 | 0.0300 | 0.0691 | 0.0 |
Germany | $US | 0.1365 | 0.0550 | 0.0768 | 0.0 |
Italy | $US | 0.0691 | 0.0300 | 0.0378 | 0.0 |
Spain | $US | 0.0615 | 0.0200 | 0.0342 | 0.0 |
Rest of Central and Eastern Europe | $US | 0.0860 | 0.0353 | 0.0557 | 0.0 |
Rest of Western Europe | $US | 0.0592 | 0.0300 | 0.0378 | 0.0 |
United Kingdom | $US | 0.0529 | 0.0220 | 0.0358 | 0.0 |
Nigeria | $US | 0.0516 | 0.0067 | 0.0067 | 0.0 |
Conclusion
Meta's new pricing model makes WhatsApp even more attractive for businesses. With free Service conversations, companies can efficiently communicate with their customers and reduce costs. Businesses that strategically use WhatsApp Business benefit from improved customer engagement and optimized processes.
Interested in a WhatsApp Business solution for your company? Contact McomTech for a free consultation!