Why Did WhatsApp Start Charging For Group Messages?

1. Overview of Pricing Changes:

As of November 1, 2024, the WhatsApp Business Platform introduced a new pricing model that categorizes charges based on the conversation initiator and type.

2. User-Initiated Conversations:

Conversations initiated by customers, known as user-initiated service conversations, are free for businesses. This is particularly useful for handling incoming customer support queries without incurring extra costs.

3. Business-Initiated Conversations:

• Marketing Conversations: Used for promotions and updates, with costs around ₹0.88 per conversation for Indian users.
• Utility Messages: Sent for purposes such as reminders, costing ₹0.125 per conversation.
• Authentication Messages: Used for secure actions like OTPs, also priced at ₹0.125 per conversation.

4. 24-Hour Window Policy:

Businesses can reply within a 24-hour window without additional charges once a conversation has started. However, charges will apply if different message types (e.g., marketing vs. utility) are sent within the same conversation window.

5. Implications for Business Communication:

The model is designed to help businesses manage costs more efficiently by aligning message charges with specific communication needs, like marketing, utility, or security. This allows businesses, regardless of size, to strategically plan customer interactions on WhatsApp.

Example:

A retail business may use free service conversations to address customer inquiries. For sending a promotional offer, it would use a marketing message, incurring a fee. Meanwhile, utility messages for order confirmations and authentication messages for account security would each incur separate costs if initiated by the business.