Meta has recently announced new pricing for the WhatsApp Business API. Find out what's changing!
One of the most common questions for those looking to use the tool professionally is about the WhatsApp API price and how billing works. In the business world, WhatsApp Business has become an essential tool for companies wishing to connect effectively with their customers. With the official WhatsApp Business API, they gain access to advanced features for automated, personalized, and scalable communication.
The latest news is the new prices announced by Meta, the company that owns the messaging app, for the WhatsApp Business API pricing. And, pay attention, the prices have been in effect since June 1!
What is the official WhatsApp Business API?
Before discussing the recent changes, it's essential to understand what the official WhatsApp Business API is. It stands for Application Programming Interface, which allows companies to integrate WhatsApp into their existing systems and applications.
The official WhatsApp Business API is provided by WhatsApp itself in partnership with authorized business solution providers. With it, companies can automate message exchanges, send notifications, offer large-scale support, and provide customers with a more interactive conversation experience.
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What are the requirements to use the WhatsApp Business API?
To use the official WhatsApp Business API, certain requirements must be met. First, the company must be registered and verified on WhatsApp Business. Additionally, it is necessary to use an authorized business solution provider to access the API. The company must also comply with WhatsApp's policies and guidelines, ensuring responsible and ethical use of the platform.
How does the integration of the WhatsApp Business API work?
The integration of the WhatsApp Business API involves communication between the company's system or application and the server of the authorized business solution provider. The company can send and receive messages through this connection, using the API to automate actions such as sending messages, automatic responses, order updates, and much more. Integration can be done through various methods, including integrations with CRM and customer service platforms.
What features are available?
Mass messaging: Companies can send mass messages, promoting offers, product updates, and other relevant information.
Active messages: Active messages allow companies to send proactive notifications to their customers, such as appointment reminders, order confirmations, shipping updates, and more.
Response automation: It is possible to create automatic responses for frequently asked questions, support requests, and other common interactions. This helps streamline service with quick and consistent responses.
Labels and contact organization: Labels allow for efficient organization of contacts, segmenting audiences for targeted messaging.
Analytics and metrics: The WhatsApp Business API offers analytics features for companies to measure the performance of their campaigns, monitor customer engagement, and gain valuable insights to optimize their strategies.
Also read: Do you know what qualified leads are and why they matter?
What about the WhatsApp Business API pricing?
As we approach the end of the first half of 2023, Meta announced the new pricing for the WhatsApp Business API. For those using the messaging app professionally, it is essential to stay informed, as the changes took effect on June 1. Specifically, the changes relate to conversations initiated by the company within a 24-hour window. To better understand how the billing model for conversations between companies and customers has changed, just check below.
Now, the pricing for messages is based on the HSM category sent. In other words, WhatsApp Business users will pay a fee according to the content sent. To simplify message pricing, Meta has developed four categories of conversations that can be initiated by companies.
They are:
Authentication
Messages aimed at authenticating users during login steps, registration codes, password recovery, etc.
Marketing
Messages focused on marketing products or services, such as promotions, discounts, special offers, welcome messages, etc.
Utility
Conversations originating from a user request, transactions, or operational updates, such as notifications after purchase, order status, among others.
Service
Conversations initiated by users, typically seeking to resolve queries. These conversations can be responded to within the 24-hour window.
What changes?
The value of messages can now vary according to the content category used by the company. The pricing for the WhatsApp Business API is based on previous models, but the conversation windows remain fixed at 24 hours. Even within the window, if the company needs to send a message from another category, it will then be added to the charge.
Each account registered on the WhatsApp Business Account is entitled to 1,000 free conversations monthly. However, since June 1, this free usage only applies to service conversations initiated by customers. For companies with more than one number registered on the account, the free conversations are divided among all numbers.
What is the 24-hour window?
The 24-hour window corresponds to a time limit for conversation between the company's agent and the customer during the same interaction. It is fixed, starting from the first message sent, regardless of who initiated the conversation. After the 24-hour window expires, the company needs to open a new window (HSM or user service conversation) to continue the service.
What are service conversations?
From now on, all conversations initiated by consumers will be referred to as service conversations. And, as before, they will continue to be charged to the company. It is worth noting that a service conversation is only initiated if there are no other conversations initiated by the company open in the same service.
Within the 24-hour window of a service conversation, the company can respond to the customer with free-form messages. However, if it is necessary to send an HSM template from the categories mentioned earlier, the system will open a new conversation, and the charge will be made according to the template used.
New prices since June 1, 2023
- Authentication Messages: from $0.05 to $0.03
- Marketing Messages: from $0.05 to $0.06
- Utility Messages: from $0.05 to $0.03
- Service Messages: $0.03
Benefits of the official WhatsApp Business API
The use of the official WhatsApp Business API brings benefits such as faster and more efficient communication, providing automated responses and scheduled messages. This saves time and resources so that teams can focus on more complex and personalized interactions.
Additionally, the official WhatsApp Business API offers greater scalability, allowing companies to communicate with a large number of customers simultaneously. This is especially important for businesses with a high volume of messages and customer support needs. The API also provides advanced analytics and metrics features, allowing for a thorough evaluation of campaign performance. This way, companies can continuously improve their marketing and customer service strategies.
Also read: What is a sales funnel and how to organize it in your company?
Why use WhatsApp Business API
As we know, companies' communication channels must be increasingly fast and agile to ensure good customer service. Thus, the WhatsApp Business API is a powerful tool for organizations across different niches that want to make the most of the potential of the most widely used messaging app in the world for their business success.
With advanced features like mass messaging, response automation, and proactive notifications, companies can enhance communication, provide efficient and personalized support, and thus drive business growth. By understanding how the WhatsApp Business API works and exploring its features, it is possible to master digital marketing in all its aspects, establishing a relevant presence on the WhatsApp Business platform.
Also read: Customer journey: understand what it is and what the 5 stages are
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