WhatsApp increases business messaging prices in India

Meta-owned WhatsApp has announced that it will be implementing a new pricing model for business messages starting on June 1, 2023. Under the new model, businesses will be charged per conversation, rather than per message. Business-initiated conversations are set to be divided into three different types: utility, authentication, and marketing. According to the company, the conversations initiated by users today will be referred to as service conversations. 

The three different conversation types include Authentication, Utility, and Marketing conversations. Authentication conversations will allow businesses to authenticate users with one-time passcodes (OTPs) at many points in the login process, including account verification, account recovery, and integrity issues. These authentication conversations provide an added layer of security for businesses and their users. Businesses can now safeguard themselves against fraud and unauthorized access, while users can access their accounts with improved speed and security.  

Utility conversations refer to instances where a company proactively contacts a customer to provide help or communicate important updates. WhatsApp has announced that it will be implementing a charge of ₹0.3082 per message for its utility services. Marketing conversations are initiated by businesses to promote products or services, with each message incurring a cost of ₹0.7265.   

Previously, WhatsApp implemented a fixed rate of ₹0.48 per conversation. Details regarding the pricing for authentication messages will be disclosed at a later time, the company said.  

There's an additional conversation type called Service conversations, which are started by the customer. Starting next month, businesses will be eligible to receive up to 1,000 complimentary service conversations each month. According to the company, customers will be required to opt-in for all of these.   

WhatsApp has introduced a new pricing model aimed at assisting businesses in effectively managing their expenses and enabling them to make more informed decisions regarding their use of the platform. 

Additionally, the company has also unveiled a new feature known as the "72-hour free window" for Click to WhatsApp ads. Businesses that receive a message from a customer who has clicked on a WhatsApp advertisement will be granted a 72-hour window to respond without paying any charges. The new feature is set to be introduced alongside the new pricing model.