New WhatsApp Conversation-Based Pricing and Categories in 2024

As Meta and WhatsApp continue to work on ways to improve user experience, 360dialog is here to keep clients and partners up-to-date with all upcoming changes. In this article, we explore how Meta is planning to redefine the WhatsApp conversation-based pricing and categories in 2023, and how this will affect pricing plans and the free 1000 conversation tier.

Introducing the new WhatsApp conversation categories

Meta has decided to completely change the telegram marketing current division of WhatsApp conversations into user-initiated and business-initiated.

  • Business-initiated conversations will be split into three categories: Utility, Authentication, and Marketing.

What is the reasoning behind this update?

Meta is looking to better match their WhatsApp conversation-based pricing and categories with the different stages of the customer journey. Currently, WhatsApp is Pricing and Categories outperforming email and SMS in terms of open rates and conversion rates due to the relevance of business-initiated conversations and the low number of spam. As an example, over 67% of businesses reported an increase in conversion rates due to the implementation of WhatsApp. And this is the kind of result that Meta wants businesses to focus on more in the years to come.

New WhatsApp categories explained

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Utility conversations

Business-initiated conversations that provide users with ongoing transaction status updates, post-purchase notifications, recurring billing statements, etc.

Authentication conversations

Business-initiated Pricing and Categories conversations that provide users with one-time passcodes (OTP) during the login/registration the digitalization of the financial sector process (account verification, password reset, account recovery, account removal, deactivation, etc.)

Marketing conversations

Business-initiated conversations that focus on advertising, such as promotions, offers, back-in-stock alerts, calls to action, shopping cart abandonment notifications, etc.

Service conversations

Any user-initiated conversation, no matter the reason behind it.

Category selection & management

How the new Whatsapp conversation categories canada email lead will be introduced and required from April 1st, 2023. Businesses will be able to appeal the category assignment by Meta.

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