WhatsApp's Conversation-Based Pricing (CBP) model explained
Understanding the WhatsApp conversation-based pricing (CBP) can be a bit tricky at first. But once you have a clear picture of how the pricing model works, it's easy to see the benefits. Check out the below examples and discover why Conversation-Based Pricing is far more cost-effective than per-message pricing.
Example 1: When a user initiates the conversation
Assume a user initiates a conversation at 11 AM on a Monday, opening the 24-hour session window.
The business texts back at 5 AM on Tuesday. Since the business responded within the 24-hour session window, it will only pay for one user-initiated conversation, beginning at 5 AM on Tuesday.
Now, imagine the business once again sends a message to the user at 3 PM on Tuesday. Keep in mind that the business texted within 24 hours of the user-initiated conversation that started at 5 AM on Tuesday. So, the business will not pay anything for the 3 PM message.
The user next responds at 2 PM on Wednesday. In this case, the user has responded after the 24-hour conversation window has closed.
Now, if the business wants to continue the conversation, it will have to pay. If you guessed that it will pay for one more user-initiated conversation (UIC), you guessed right. The UIC session window will stay open for 24 hours after the user's message.
The business texts back at 5 AM on Tuesday. Since the business responded within the 24-hour session window, it will only pay for one user-initiated conversation, beginning at 5 AM on Tuesday.
Now, imagine the business once again sends a message to the user at 3 PM on Tuesday. Keep in mind that the business texted within 24 hours of the user-initiated conversation that started at 5 AM on Tuesday. So, the business will not pay anything for the 3 PM message.
The user next responds at 2 PM on Wednesday. In this case, the user has responded after the 24-hour conversation window has closed.
Now, if the business wants to continue the conversation, it will have to pay. If you guessed that it will pay for one more user-initiated conversation (UIC), you guessed right. The UIC session window will stay open for 24 hours after the user's message.
Example 2: When a business initiates the conversation
Assume that a business initiates a conversation at 9 AM on a Monday with a Meta-approved template message. In this case, the business will pay for 1 BIC (business-initiated conversation) and the 24-hour conversation session window will open at the time the message is sent.
Say the user responds at 11:30 AM on the same day. Will the business have to pay for 1 UIC? No, the business will only pay for 1 BIC, because the user responded within the 24-hour session window.
Imagine the business responds to the user the following day at 10 AM (Tuesday). Now, it's been more than 24 hours since the business initiated the conversation.
Say the user responds at 11:30 AM on the same day. Will the business have to pay for 1 UIC? No, the business will only pay for 1 BIC, because the user responded within the 24-hour session window.
Imagine the business responds to the user the following day at 10 AM (Tuesday). Now, it's been more than 24 hours since the business initiated the conversation.
- Will the business need to pay for another BIC or for 1 UIC?
The business will pay for 1 UIC.
- Why didn’t the business have to pay for a business-initiated conversation?
The business will be charged for 1 UIC, because the 24-hour session window, which started at 11:30 AM on Monday, is still active. Therefore, the business will be charged for 1 UIC, not 1 BIC.
Multiple conversation session windows
It is now possible to have multiple billable conversation windows open with a given customer. See conversation examples in our pricing explainer doc for how the conversation session window works.
It is now possible to have multiple billable conversation windows open with a given customer. See conversation examples in our pricing explainer doc for how the conversation session window works.
Read a feature story - Utilize the WhatsApp credits dashboard to analyze your business conversations