WhatsApp has recently switched from a template message-based pricing model to a conversation-based pricing model. Businesses will be charged per conversation which includes all messages delivered in a 24-hour session.
This article is deprecated and should only be used for reference purposes. New Conversation-based pricing is now live effective June 1, 2023. Please see our Pricing Changes article to learn more about new pricing model.
What is a WhatsApp “conversation”?
A WhatsApp conversation consists of messages exchanged between you and your customers. They fall into two categories that are priced differently:
- User-initiated (think customer care and general support inquiries)
- Business-initiated (think transactional notifications and OTPs)
All conversations are measured in 24-hour increments, or "sessions." A session starts upon delivery of a business reply to a user-initiated message or delivery of a business-initiated message to a user, and ends 24 hours later.
How are conversations charged?
- Charges are based on the end user’s phone number and rates vary by countries for each region. Click here to download the rate card.
- The cost for a business-initiated conversation in Pakistan is currently $0.0473
- The cost for a user-initiated conversation in Pakistan is currently $0.0142
- The first 1,000 conversations each month are free (see Free Tier Conversations below).
- Any customers with more than 1,000 conversations per month will incur additional fees.
- In addition, conversations will not be charged when a user messages a business using a call-to-action button on Ads that click to WhatsApp or a Facebook Page CTA (see Free Entry Points Conversations below).
Click here to see examples of conversational flows and related charges
The following video provides an overview of the conversation metrics and charges for conversation-based pricing that will become available through the Insights tab of WhatsApp Manager starting on Feb 01, 2022:
WhatsApp Business Account Insights: New conversation metrics (2:36)
Free Tier Conversations
The first 1,000 conversations each month are free. This way your business can build experiences your customers will love before having to pay. Each WhatsApp Business account (WABA) will receive 1,000 free conversations per month. These conversations can be either user or business-initiated. Even if a WABA has multiple numbers attached, the free tier threshold is still 1000, as the free tier is provided at the WABA level. The free tier is refreshed monthly based on the timezone associated with the WABA.
Free Entry Points Conversations
On February 1, 2022, we anticipate that approximately 65M WhatsApp users (around 2%) will still be on an older version of WhatsApp Messenger that does not support free entry point conversations. Users will need to be on iOS version 126.96.36.199 and Android version 188.8.131.52 or a more recent version for free entry point conversations to be provided to API users. We anticipate all WhatsApp Messenger users to be on these versions or a more recent version on or before April 9, 2022.
Conversations will not be charged when users message businesses using call-to-actions buttons on Ads that Click to WhatsApp or a Facebook Page call-to-action buttons. Free entry point conversations can only be user-initiated. The first conversation that starts from the entry point is free of charge, then subsequent conversations with the user are charged.
What is the difference between the old and the new WhatsApp pricing model?
WhatsApp’s old pricing model was based on the number of Message Templates sent outside of an end-user-initiated conversation window. Full details here. The new WhatsApp pricing model is based on a number of 24-hour conversation sessions. Learn more here
How does this change my contract with E Ocean?
This new pricing model and changes it brings affects all E Ocean customers who have an active WhatsApp API integration, regardless of the Monthly active user bundle Fee, Monthly agent License fee or any monthly support fee already charged by E Ocean. E Ocean will invoice any account with an estimate of more than 1,000 conversations on behalf of WhatsApp directly to you.
Example Conversational flows and related charges
In this scenario, Air link sends a template message to Sarah who has opted in to receive notifications. This starts a business-initiated 24-hour conversation session.
Cost: Air link will pay for one business-initiated conversation regardless of whether Sarah replies or not.
Cost: Air link will pay for one business-initiated conversation.
Cost: Ebuy will pay for one user-initiated conversation.
Cost: Ebuy will pay for one user-initiated conversation and one business-initiated conversation.