WhatsApp’s latest pricing model charges both business and customer-initiated messages. One of the major changes is that the customer-initiated messages are now charged as opposed to being free of cost for the first 24-hours previously. While the opt-in, rightly, continues to be mandatory, the ability for businesses to initiate conversations proactively across this new spectrum is a game-changer.Īre there any other changes or exceptions that businesses need to be aware of? The changes work really well with the opening up of outbound messaging types which happened at the end of last year, and now means as long as the customer is opted in the range of proactive notifications a business can send is far wider, including some promotional content. The business is charged once for the first 24-hour session and for subsequent 24-hours session if the conversation continues.

For customers, this change will mean more personalized and proactive communication from their favorite brands.Īccording to the new pricing model, a session begins when the business replies to a customer-initiated message or sends one proactively to the customer. The new pricing model opens avenues for businesses to reach out and build a bond with their customers even before they have an issue or inquiry. So, if the business starts the conversation with a proactive message, then there is one cost, and if the customer reaches out first, there’s a lower one. The price is set by who starts the conversation. It’s a simple model that allows for unlimited messages in 24 hours for a single price. WhatsApp’s new pricing model is conversational - really reflecting how the channel is used and allows business to better predict any costs. What is the new pricing model and how has it changed from the previous model? Here are the excerpts from the discussion. To understand this change further, we chatted with one of our Future Messaging experts, David Creasey-Benjamin. Businesses can exchange an unlimited number of messages with their customers during this window which can allow businesses to have meaningful and impactful interactions. This means that businesses will now be charged for every conversation they have with their customers during a 24-hour window.

As of February 1st, 2022, WhatsApp brought into effect a new conversation-based pricing model.

Whatsapp business costs