💰 Understanding WhatsApp Cost Estimation for Guest Messaging
Introduction
Estimating the cost of WhatsApp messaging is more complex than SMS costs due to the variable pricing model Meta (WhatsApp Business) uses. This article explains the factors that influence WhatsApp message charges and provides an approximate price-per-room estimation based on real usage data from Bookboost clients between July 2024 and June 2025.
Main Concept or Feature Explanation
WhatsApp pricing is based on who initiates the conversation, the type of template used, and the market classification based on the guest's phone number—not the hotel’s location.
- Utility Templates: Generally used for automated guest journey communications (e.g., check-in, feedback).
- Marketing Templates: Used for promotions, newsletters, and other broadcast messages.
⚠️ Key Difference: WhatsApp charges per first message sent when the hotel initiates the conversation (campaigns), and the cost depends on the template category (Marketing vs Utility).
Use Cases
- Automated guest journeys using WhatsApp Utility templates.
- Sending monthly promotional campaigns via Marketing templates.
- Combining mobile messaging (WhatsApp/SMS) across the entire guest journey.
- Market-specific strategy planning to manage cost effectively.
Configuration and Setup
To manage WhatsApp messaging cost estimation effectively, follow these steps:
- Determine Message Type: Identify if the message is part of a journey (Utility) or a broadcast (Marketing).
- Check Template Classification: When submitting a new template, note whether Meta approves it as Marketing or Utility.
- Segment Audience by Market:
- Segment guests based on phone number origin, not hotel location.
- Match guest markets to WhatsApp’s pricing tiers (see below).
- Estimate Based on Historical Use: Review previous usage patterns (e.g., journey coverage, campaign frequency).
- Use Official Pricing Guide: Refer to WhatsApp’s pricing page and set the currency to Euros.
Market Pricing Tiers
WhatsApp charges vary significantly by guest phone number region. Approximate multiplier for Marketing vs Utility messages:
- 2.4x – Germany, UK, Italy
- 3.2x – Spain, France, Netherlands, Rest of Western Europe
- 4x – Central and Eastern Europe
⚠️ Remember: The market is defined by the guest’s phone number country code, not where the hotel is located.
Cost per Room Estimation (July 2024 – June 2025)
Based on aggregated usage data, here’s an average cost per room per month:
- Western Europe
- Limited usage (not preferred channel): €0.15–€0.18
- Half journey usage + monthly broadcast: €0.37–€0.52
- Full mobile journey (all sections via WhatsApp - preferred channel but not the only one): €0.60–€0.75
- Exclusive WhatsApp usage: ~€0.8-€0.9
- Heavy campaign usage per section: €2.10–€2.50
- Central and Eastern Europe
- Full mobile journey + heavy campaign usage: €1.10–€1.50
Known Issues or Limitations
- Template Type Approval: Meta's classification of templates as Utility or Marketing can vary, though ~90% of journeys are Utility and broadcasts are Marketing.
- Unpredictable Guest Origins: A hotel may have guests from many regions, affecting cost unpredictably.
- Market-based Pricing Complexity: Estimating costs manually for each market requires careful audience segmentation.
Conclusion
WhatsApp pricing is determined by message type, template classification, and the market based on guest phone numbers. Understanding these variables and using data-driven estimations allows hoteliers to budget and strategize effectively, especially when WhatsApp is a preferred guest communication channel.
📊 For detailed rates, always refer to the WhatsApp Pricing Page and select EUR as the currency.
Please contact us through the ‘Talk to Us’ on the left Menu in the platform or through the Bookboost Finance email at finance@bookboost.io if you have questions or need additional support.