Effective June 1, 2023: Updates to the WhatsApp conversation-based pricing model.

What's the latest in WhatsApp conversation-based pricing?

Businesses already using the WhatsApp Business Platform will be charged per 24-hour conversation. Different charges will apply to different conversation categories. Effective June 1, business-initiated conversation charges will be based on the following template categories: Utility, Authentication, Marketing, and Service. Going forward, user-initiated conversations will be termed service conversations.

Four new conversation categories

Every business must use template messages to initiate conversations.

Business-initiated conversations

There are three business-initiated conversation categories (all of which require customer opt-in):

Utility conversations: To send transactional updates, order status notifications, and critical alerts to customers.
Authentication conversations: To send one-time passwords/codes allowing customers to access their accounts securely.
Marketing conversations: To send promotional offers and product announcements to increase customer awareness.

User-initiated conversations

Service conversations: User-initiated conversations that help customers resolve issues.

Businesses will continue to be able to use the WhatsApp Business Platform with 1,000 free user-initiated conversations every month. Business-initiated conversations will no longer be included as free-tier conversations. For more details on the changes in the new WhatsApp conversation-based pricing model, refer to this help doc.

Free tier conversations: Changes effective June 1, 2023.

Each WhatsApp Business Account (WABA) will acquire 1,000 free user-initiated conversations every month. The number of conversations available in the free tier is refreshed monthly based on the time zone associated with the WABA.

Cheers,
Kavya
The Zoho Desk Team

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