WhatsApp recently announced a change in its pricing policy and introduced four new conversation categories.
This article provides additional details and addresses some of the questions you may have about WhatsApp’s policy changes.
What does this mean?
Starting June 1, 2023, all business-initiated conversations (=Campaigns scheduled and sent through WA) will be charged per 24-hour conversation based on 3 new conversation templates (requiring opt-in and WhatsApp Template Approval): utility, authentication, and marketing.
→ While previously, the first 1,000 business-initiated conversations per month were free, that will no longer apply, and all business-initiated conversations will be charged.
→ User-initiated conversations (=when your customers contact you first) are being renamed to service conversations. The first 1,000 service conversations per month will be free for all accounts.
What are the new conversation categories?
There are three business-initiated conversation categories (all of which require customer opt-in):
- Utility conversations - Facilitate a specific, agreed-upon request or transaction or update to a customer about an ongoing transaction, including post-purchase notifications and recurring billing statements
- Authentication conversations - Enable businesses to authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges)
- Marketing conversations - Include promotions or offers, informational updates, or invitations for customers to respond/take action.
- The fourth category is service conversations – all user-initiated conversations will be categorized as service conversations, which help customers resolve inquiries. More details on template guidelines can be found here.
Who is affected by this change?
This change affects all WhatsApp customers and, therefore, all Bookboost customers with an active WhatsApp integration, regardless of subscription plan.
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