In light of the rapid expansion in the mobile messaging space, it is essential for any customer engagement custodian to stay informed about the changes occurring with the WhatsApp Business API Price Change. This blog post aims to provide comprehensive details about the upcoming price change, scheduled to be implemented on June 1, 2023. By offering an informative guide, we aim to assist you in planning ahead and ensuring your company remains competitive.
The price change brings several positive aspects to the WhatsApp Business Messaging API. It is designed to enhance precision and focus on return on investment (ROI). Furthermore, with the introduction of new and updated platform features from PRP Services, we are fully equipped to deliver even more exceptional customer experiences.
One notable change is the introduction of new WhatsApp Business Messaging categories. Starting from June 1, 2023, the conversation-based pricing model will encompass four types of conversations, expanding beyond the current two categories of User-Initiated and Business Initiated Conversations.
PRP Services is your go-to source for all the information you need regarding the latest developments in WhatsApp Business Conversations. Let’s take a look at the four new conversation categories introduced by the WhatsApp Business API:
Service Conversations:
Previously referred to as User Initiated Conversations (UIC), all conversations initiated by users now fall under the category of service conversations. These conversations aim to assist customers in resolving their inquiries, fostering increased engagement and delivering high returns on investment.
Utility Conversations:
This category encompasses templates designed to facilitate specific and agreed-upon requests, transactions, or updates for customers. It includes various types of messages, such as post-purchase notifications, recurring billing statements, and other transaction-related information.
Authentication Conversations:
Businesses can utilize templates within this category to authenticate users by employing one-time passcodes. This functionality proves useful in multiple stages of the login process, such as account verification, account recovery, and integrity challenges.
Marketing Conversations:
Templates falling under this category allow businesses to promote offers, share informational updates, and extend invitations to customers, encouraging them to respond or take specific actions.
Regarding the new WhatsApp Business API:
Pricing is important to note that the rate card for each of the four conversation categories may vary by region. To obtain detailed information on the updated pricing structure, please refer to the official website of WhatsApp Business API. Effective from June 1, 2023, these conversation-based pricing changes will be implemented.
Stay up to date with all the latest developments in WhatsApp Business Conversations by relying on PRP Services, your comprehensive source of information. WhatsApp Business Conversations Value Proposition:
Marketing Conversations Sales & Commerce: Achieve approximately twice the return on investment (ROI) and a 67% increase in conversion rates.
Enhanced Engagement: Upcoming enriched engagement features will make marketing interactions interactive and delightful
Reduced Query Volume: Experience a significant 93% reduction in query volume across channels that require human intervention.
Lower Pricing: The new WhatsApp Price for Utility templates is generally lower on average, with variations based on geographical location.
Authentication Conversations: Higher Open Rate: Enjoy a higher open rate compared to traditional channels.
Competitive Pricing: Benefit from lower pricing compared to all other messaging categories.
Service Conversations: High ROI with Lower Support Costs: Drive a high return on investment while reducing support costs.
Pricing Unchanged: The pricing for service conversations remains the same.
Preparing for the Change: Migration of Existing Templates: Starting from March 27th to April 1st, 2023, all existing templates will be migrated by Meta. They will be recategorized into one of three buckets: Marketing, Utility, or Authentication.
Managing Templates: Auto-Migration: From March 29th, 2023, Meta will automatically migrate both new and old categories for templates on the PRP Services template list interface. If you disagree with the categorization, you can change the category and resubmit the template for approval.
Creating New Templates: Starting from March 29th, 2023, new templates must be submitted through the PRP Services interface using the new categories (Marketing, Utility, Authentication). The approval status can be viewed within the interface.
Managing Rejected Templates: If a template is rejected due to an incorrect category, users can edit and resubmit the template through the PRP Services interface or appeal to Meta by contacting the support team at. Users can also allow for automated category changes by Meta from the PRP Services interface to avoid template rejection.
WhatsApp Business API’s New Richer Experience
In addition to the updated value-based pricing model, several exciting new features will enhance conversational experiences for your business:
Business Search and Directory: Customers can discover your business directly within WhatsApp by searching for specific keywords or finding businesses near their location. This feature increases visibility and enables customers to find grocery stores, restaurants, salons, service stations, and more.
Extensions for Bespoke Experience: Soon, businesses will have the option to create custom forms within WhatsApp. Extensions allow for the creation of app-like experiences with features such as drop-down menus, radio buttons, check-box lists, and more. These extensions can be used for appointment booking, reward points redemption, feedback programs, gamification, and other purposes.
Improved Business Profile Visibility: Apart from search, customers can also discover your business through the “See more businesses like this” feature while viewing a business profile. This enhances the visibility of your business and increases the chances of customer engagement.
Richer Conversational Experience: WhatsApp’s Business API introduces a range of new features that elevate the conversational experience for your business. These features include interactive message templates, media sharing capabilities, quick replies for faster responses, and message tags for easy organization and tracking.
Personalized Recommendations: With the new update, WhatsApp will provide personalized recommendations to customers based on their previous interactions and preferences. This enables businesses to offer tailored products, services, and promotions, enhancing customer satisfaction and engagement.
Secure Payments: WhatsApp’s Business API will continue to support secure and seamless payment transactions, allowing businesses to offer convenient payment options to their customers. This feature enables hassle-free purchases and enhances the overall customer experience.
Enhanced Analytics and Insights: The updated WhatsApp Business API Service offers advanced analytics and insights to help businesses gain valuable data on customer behavior, engagement patterns, and campaign performance. These insights empower businesses to make data-driven decisions and optimize their messaging strategies.
Continuous Platform Improvements: WhatsApp is committed to continuously improving its platform and introducing new features to meet the evolving needs of businesses. Stay tuned for future updates and enhancements that will further enhance your business’s conversational experience on WhatsApp. These new features and enhancements are designed to provide businesses with greater opportunities for customer engagement, increased visibility, and seamless interactions. Embracing these updates will allow your business to leverage the power of WhatsApp Business API and deliver exceptional experiences to your customers.