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WhatsApp Conversation-Based Pricing

Starting February 1st, 2022, WhatsApp will switch from a notification-based pricing model to a conversation-based pricing model. Instead of being charged for notifications sent, businesses will be charged per conversation.

At Tellephant, we're one step ahead of the game and plan to give all users this pricing from Oct 1st, 2021.🚀

WhatsApp Conversation-Based Pricing

How It Works

WhatsApp Business API conversations fall into two categories that are priced differently:

  • User-initiated, like customer care and general support inquiries.
  • Business-initiated, like post purchase notifications.

All conversations are measured in 24-hour increments, or "sessions", that start whenever the first message is delivered by a business. The first message can be a response to a user inquiry or a business-initiated message template being delivered.

Charges for conversations are based on the end user’s phone number. Rates for business-initiated conversations and user-initiated conversations vary by market (country or region).

See Rates for specific pricing information.

Examples

For the examples that follow, we’ll use a hypothetical user, Sachin Kohli, a customer of Commercial Air, a hypothetical airline, and Kicks, a fictitious online shoe retailer. Sachin prefers to use WhatsApp to message businesses because it’s the fastest way to get the support and information she needs. Commercial Air and Kicks know many of their customers prefer to connect via WhatsApp, so they’re ready to respond to inquiries or send important updates via messaging.

User-Initiated Conversations

Scenario: Customer care or general support inquiries in a single 24-hour conversation session.

  1. Our user, Sachin Kohli, messages Commercial Air with a question about an upcoming reservation. When Commercial Air’s reply message is delivered, it starts the 24-hour conversation session.
  2. In this scenario, all additional messages are free within the 24-hour session. This encourages Commercial Air to follow-up with support inquiries in a timely manner, while providing users the ability to exchange as many messages as needed to resolve concerns within the 24-hour session.
  3. If Commercial Air continues to exchange messages with Sachin after the initial 24-hour conversation session has ended, they’ll incur costs related to a new conversation. They’ll also be required to send a message template to start a new conversation if it’s been more than 24 hours since Sachin’s last message, which will be charged as a business-initiated conversation.

In this scenario, Sachin gets the info she needs about her reservation and Commercial Air pays for one user-initiated conversation.

Scenario: Customer care or general support inquiries in a single 24-hour conversation session.

  1. Sachin wants to check on an order she placed with Kicks, an online shoe retailer. He does so at 1:13pm.
  2. Kicks has a bot set-up to reply to basic order inquiries, and responds to Sachin with delivery details at 1:13pm.
  3. As a follow up the next day, the Kicks bot lets Sachin know that his order has been delivered at 3:45pm.

When the Kicks bot replies to Sachin more than 24 hours after the first message confirming the delivery ETA, it starts a new conversation. Kicks also has to use a message template because it’s been more than 24 hours since Sachin’s last message.

In this scenario, Kicks pays for one user-initiated and one business-initiated conversation.

Business-Initiated Conversations

Scenario: Business initiates the delivery of a message template.

  1. When a flight is delayed or its status changes, Commercial Air alerts customers who have opted in to receive notifications using a message template.
  2. Two message templates sent in a single 24-hour conversation session result in one business-initiated conversation charge.

In this scenario, Commercial Air wants to let Sachin know that his flight is delayed by 30 minutes.

Commercial Air will be charged for one business-initiated conversation for the delivery of these two message templates to Sachin within a 24 hour conversation session.

Scenario: Business-initiated with user reply leading to single conversation .

  1. When a customer places a new order from Kicks, the online retailer sends a text message to confirm the order has been received, and asks the customer if they’d like to receive notification when it ships.
  2. The customer selects Yes and opts into receiving additional order notifications.

In this scenario, Kicks pays for a single, business-initiated conversation. If the user replies more than 24 hours after the initial business message delivery and that is followed by a business reply, that will result in a new, user-initiated conversation.

Rates

Cost per Conversation in USD

Market

Business-Initiated Rate

User-Initiated Rate

Argentina
$ 0.0576
$ 0.0366
Brazil
$ 0.0550
$ 0.0350
Chile
$ 0.0807
$ 0.0504
Colombia
$ 0.0150
$ 0.0110
Egypt
$ 0.1123
$ 0.0694
France
$ 0.1482
$ 0.0909
Germany
$ 0.1415
$ 0.0869
India
$ 0.0116
$ 0.0090
Indonesia
$ 0.0366
$ 0.0240
Israel
$ 0.035
$ 0.0230
Italy
$ 0.0693
$ 0.0436
Malaysia
$ 0.0782
$ 0.0270
Mexico
$ 0.0399
$ 0.0155
Netherlands
$ 0.1535
$ 0.0941
Nigeria
$ 0.0566
$ 0.0360
Pakistan
$ 0.0523
$ 0.0192
Peru
$ 0.0648
$ 0.0229
Russia
$ 0.0713
$ 0.0448
Saudi Arabia
$ 0.0375
$ 0.0245
South Africa
$ 0.0330
$ 0.0218
Spain
$ 0.0665
$ 0.0419
Turkey
$ 0.0150
$ 0.0080
United Arab Emirates
$ 0.0366
$ 0.0240
United Kingdom
$ 0.0697
$ 0.0438
North America*
$ 0.0197
$ 0.0138
Rest of Africa*
$ 0.1258
$ 0.0413
Rest of Asia Pacific*
$ 0.0795
$ 0.0274
Rest of Central & Eastern Europe*
$ 0.0885
$ 0.0300
Rest of Latin America*
$ 0.0756
$ 0.0473
Rest of Middle East*
$ 0.0777
$ 0.0268
Rest of Western Europe*
$ 0.1374
$ 0.0447
Other*
$ 0.0533
$ 0.0195

Cost per Conversation in INR

Market

Business-Initiated Rate

User-Initiated Rate

Argentina
₹ 4.2550
₹ 2.713
Brazil
₹ 4.0646
₹ 2.5987
Chile
₹ 5.9464
₹ 3.7279
Colombia
₹ 1.1329
₹ 0.8397
Egypt
₹ 8.2651
₹ 5.1191
France
₹ 10.8984
₹ 6.699
Germany
₹ 10.4073
₹ 6.4044
India
₹ 0.8843
₹ 0.6906
Indonesia
₹ 2.7151
₹ 1.789
Israel
₹ 2.5987
₹ 1.7192
Italy
₹ 5.1098
₹ 3.2259
Malaysia
₹ 5.7655
₹ 2.0096
Mexico
₹ 2.9565
₹ 1.1669
Netherlands
₹ 11.2867
₹ 6.932
Nigeria
₹ 4.1851
₹ 2.671
Pakistan
₹ 3.8683
₹ 1.4405
Peru
₹ 4.7839
₹ 1.7152
Russia
₹ 5.2582
₹ 3.3149
Saudi Arabia
₹ 2.7795
₹ 1.8277
South Africa
₹ 2.4554
₹ 1.6332
Spain
₹ 4.9044
₹ 3.1026
Turkey
₹ 1.1329
₹ 0.6199
United Arab Emirates
₹ 2.7165
₹ 1.7899
United Kingdom
₹ 5.1413
₹ 3.2448
North America*
₹ 1.4768
₹ 1.0461
Rest of Africa*
₹ 9.2572
₹ 3.0572
Rest of Asia Pacific*
₹ 5.8617
₹ 2.0385
Rest of Central & Eastern Europe*
₹ 6.5166
₹ 2.235
Rest of Latin America*
₹ 5.5716
₹ 3.503
Rest of Middle East*
₹ 5.7284
₹ 1.9985
Rest of Western Europe*
₹ 10.1014
₹ 3.3104
Other*
₹ 3.9384
₹ 1.4615

List of countries in a region

Rest of Africa
Algeria, Angola, Benin, Botswana, Burkina Faso, Burundi, Cameroon, Chad, Congo, Eritrea, Ethiopia, Gabon, Gambia, Ghana, Guinea-Bissau, Ivory Coast, Kenya, Lesotho, Liberia, Libya, Madagascar, Malawi, Mali, Mauritania, Morocco, Mozambique, Namibia, Niger, Rwanda, Senegal, Sierra Leone, Somalia, South Sudan, Sudan, Swaziland, Tanzania, Togo, Tunisia, Uganda, Zambia

Rest of Asia Pacific
Afghanistan, Australia, Bangladesh, Cambodia, China, Hong Kong, Japan, Laos, Mongolia, Nepal, New Zealand, Papua New Guinea, Philippines, Singapore, Sri Lanka, Taiwan, Tajikistan, Thailand, Turkmenistan, Uzbekistan, Vietnam

Rest of Central & Eastern Europe
Albania, Armenia, Azerbaijan, Belarus, Bulgaria, Croatia, Czech Republic, Georgia, Greece, Hungary, Latvia, Lithuania, Macedonia, Moldova, Poland, Romania, Serbia, Slovakia, Slovenia, Ukraine

Rest of Latin America
Bolivia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Haiti, Honduras, Jamaica, Nicaragua, Panama, Paraguay, Puerto Rico, Uruguay, Venezuela

Rest of Middle East
Bahrain, Iraq, Jordan, Kuwait, Lebanon, Oman, Qatar, Yemen

Rest of Western Europe
Austria, Belgium, Denmark, Finland, Ireland, Norway, Portugal, Sweden, Switzerland

Other
All other countries not listed in the above regions or specifically listed in the above tables.

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