Is WhatsApp a B2C?

As the world's #1 messaging app, WhatsApp has become an important part of business-to-customer (B2C) communication. The WhatsApp Business solution enables organizations to send useful, templated notifications to customers and to respond and support those who reach out to them on the channel.

contact-centres.com - WhatsApp Business Pricing: What You Need to Know

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As the world’s #1 messaging app, WhatsApp has become an important part of business-to-customer (B2C) communication. The WhatsApp Business solution enables organizations to send useful, templated notifications to customers and to respond and support those who reach out to them on the channel. However, the world-renowned chat app recently announced that it will be making changes to its pricing model next year. Read on to learn the details of the new WhatsApp Business pricing model and how it will impact your business.

WhatsApp Business pricing changes

Until now, WhatsApp’s pricing model has been based on charging businesses for the templated notifications they send, while customer-initiated conversations are free of charge for the first 24 hours.

However, starting February 1, 2022, this will change.

WhatsApp will switch from a notification-based pricing model to a conversation-based model for organizations using its business solution.

Conversation-based pricing explained

In the current notification-based pricing model, WhatsApp only charges for business-initiated, templated messages sent to customers outside the 24-hour window. Starting February 1, 2022, businesses will be charged per conversation rather than per message sent, regardless of who starts the conversation. However, business-initiated conversation rates will vary from customer-initiated ones.

What’s considered a conversation?

WhatsApp defines a conversation as a fixed 24-hour session that includes all messages delivered to a customer – the keyword here being delivered, not sent. If a message is not delivered, the conversation has not started and it won’t be charged.

The 24-hour conversation session begins when:

A business sends a message and the message is delivered to the customer, regardless of if the customer replies A customer sends a message that is delivered and the business replies with a message that is also delivered It’s important to highlight that within this 24-hour session, costs are incurred only once (per each 24-hour conversation). But the cost of the session varies depending on the country code of the customer’s phone number. When one 24-hour session (in other words, one conversation) ends, any new message sent from a business will start a new session that will be charged.

Get 1,000 free conversations and free entry points

In addition to changing its per message sent model, WhatsApp’s conversation-based pricing will give businesses the opportunity to expand existing use cases and combine them with other Meta products: – The first 1,000 conversations, per registered WhatsApp Business Account, are free of charge each month. – If a conversation is initiated by a customer through ads that click to Facebook or Instagram and is continued on WhatsApp, that conversation is free of charge as well. The same goes for conversations started on a Facebook page.

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