This document explains how conversation-based pricing works on the WhatsApp Business Platform.
WhatsApp Business charges per conversation, not per individual message. Conversations are 24-hour message threads between you and your customers. They are opened when messages you send to customers are delivered. The criteria that determine when a conversation is opened and how it is categorized are explained below.
Conversations are categorized with one of the following categories:
- Marketing — Marketing conversations include promotions or offers, informational updates, or invitations for customers to respond or take action.
- Utility — Utility conversations facilitate a specific, agreed-upon request or transaction, or update a customer about an ongoing transaction. These may include transaction confirmations, transaction updates, and/or post-purchase notifications.
- Authentication — Authentication conversations enable you to authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).
- Service — Service conversations help you resolve customer inquiries.
Marketing, utility, and authentication conversations can only be opened with template messages. Service messages can only be opened with free-form messages.
Conversations are opened when you send a template message or free-form message under the following conditions.
Marketing, Utility, and Authentication Conversations
Marketing, utility, and authentication conversations are opened when you send an approved marketing, utility, or authentication template message to a customer and no open conversation with that category exists between you and that customer.
For example, if an open authentication conversation exists between you and a customer and you send them another authentication template message within 24 hours, a new conversation is not opened. If you send them a marketing message, however, a new marketing conversation is opened, resulting in two open conversations.
Service conversations are opened when you are within a customer service window, you send a free-form message to a customer, and no open conversation of any category exists between you and the customer.
For example, if an open conversation of any category exists between you and a customer and you send them a free-form message within 24 hours, no new conversation is opened. However, if no open conversation exists and the customer messages you (which starts a customer service window) and you reply within 24 hours with a free-form message, a new service conversation is opened.
Customer Service Windows
When a customer messages you, a 24-hour timer called a customer service window starts. If you are within the window, you can send free-form messages or template messages. If you are outside the window, you can only send template messages.
Marketing, utility, authentication, and service conversations last 24 hours unless closed by a newly opened free-entry point conversation.
Free-entry point conversations last 72 hours.
It is possible to have multiple open conversations between you and a customer. This can happen in the following situations:
An open marketing, utility, or authentication conversation exists between you and a customer and you send them a template message of a different category within 24 hours.
An open service conversation exists between you and a customer and you send them a template message within 24 hours.
See the Conversation Examples below.
Only one conversation opened with a customer:
No open conversation exists between you and a customer and you send multiple utility template messages to the customer within 24 hours.
An open conversation of any category exists between you and a customer and you send multiple free-form messages to the customer within 24 hours.
Multiple conversations opened with a customer:
An open marketing conversation exists between you and a customer and you send them a utility template message within 24 hours. This results in a marketing conversation and a utility conversation.
An open service conversation exists between you and a customer and you send them a utility template message within 24 hours. This results in a service conversation and a utility conversation.
Rates vary based on conversation category and country/region rate. These rates apply for any conversation opened on or after June 1, 2023 at 12:00 AM, based on WhatsApp Business Account time zone.
|India||EUR||0.0083||0.0035||rate not finalized||rate not finalized|
|United Arab Emirates||EUR||0.0282||0.0164||0.0147||0.0157|
|Rest of Africa||EUR||0.0186||0.0133||0.0119||0.0300|
|Rest of Asia Pacific||EUR||0.0606||0.0391||0.0352||0.0185|
|Rest of Central & Eastern Europe||EUR||0.0712||0.0512||0.0461||0.0207|
|Rest of Latin America||EUR||0.0612||0.0409||0.0368||0.0351|
|Rest of Middle East||EUR||0.0282||0.0164||0.0147||0.0181|
|Rest of Western Europe||EUR||0.0490||0.0348||0.0313||0.0329|
* Cost per conversation in EUR effective June 1 2023