[LIVE] Effective August 1, Meta has lowered utility rates for most regions to stay competitive with alternative channels and encourage businesses to bring more end-to-end post-purchase customer journeys to WhatsApp.
Refer current rate card here
[LIVE] Effective October 1, Meta has updated marketing rates in specific markets to better reflect the value delivered by marketing messages - thus leading to an increase in the UAE, Saudi Arabia, and India, and a decrease in rates in the UK.
Refer current rate card here
Meta has also informed us that, moving forward, rates may be updated more frequently, up to quarterly, with approximately 30 days' notice.
[LIVE] Starting November 1, 2024, service conversations are free to help businesses stay connected with their customers on WhatsApp. Also Utility rates for 'Rest of Africa' region are lowered. Refer current rate card here
No change in free tier conversations (Service) as they are no more capped at 1000 w.e.f Nov 01, 2024
[LIVE] Expanded Global Reach for Authentication Messages and Changes to Authentication rates :
On February 1, 2025, international authentication rates will apply in 7 additional markets: Egypt, Malaysia, Nigeria, Pakistan, Saudi Arabia, South Africa, and the United Arab Emirates. Effective Feb 1, 2025 the authentication rates will also be lowered in these given markets. Check out the pricing here.
Meta will start to count the number of authentication conversations you open with WhatsApp users across India, Indonesia and the seven additional markets when determining your eligibility for authentication-international rates, w.e.f Jan 01 2025.
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[UPCOMING]
1. Switch from per conversation to per message pricing
Beginning April 2025, Meta is changing WhatsApp Business Platform pricing from per conversation to per message. This adjustment as per Meta provides simplified ROI comparisons. Pricing per message aligns with Meta’s other paid messaging solutions and provides a clearer ROI comparison with other communication channels.
What does it mean?
With per-message pricing, WhatsApp fee will be charged at -
- Per message for each marketing template
- Per message for each authentication template
- Per message for each utility template sent outside of a customer service window
Thus, the concept of 24-hour conversation window will only work for Free Tier Conversations (Service conversations) and not for business-initiated template messaging.
Check out the pricing here. (As per recent Meta rate cards, the pricing at per conversation will be same for per message)
When does it start?
Meta is rolling out per-message pricing in two phases. Per-message pricing will apply to businesses in the Phase 1 group on April 1, 2025, and to all other businesses (Phase 2 group) on July 1, 2025. While largely all Cloud API businesses via Gupshup will be in Phase 1, there may be some exceptions such as On-prem etc in Phase 2. It is recommended to check the email by Meta to WABA owners on October 10, 2024, indicating their group.
How to prepare?
Gupshup will start to make changes in the billing webhook, analytics and wallet as per the new 'PMP' per message pricing model instead of 'CBP' conversation based pricing model. We shall reach out to you once we prepare for the changes guiding you to get prepared in time.
No change in free entry point conversations, except they will reflect 'messages' instead of 'conversations'. Read more
2. Utility templates within customer service window to become free
Effective April 1, 2025, utility templates sent within a 24 hour customer service window will be free for all businesses, irrespective of which Phase group you belong to. Utility templates sent outside a customer service window will continue to be charged the utility rate.
What this means?
This is an opportunity to trigger automated campaigns and post-purchase interactions such as order management, delivery and service updates, feedback collection, account updates and more within this free window.
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