Big changes are coming to WhatsApp Business messaging!
Meta is shifting from a per-conversation pricing model to a per-message approach. But, you don’t have to be worried about rising costs. This new pricing change also brings in lot of benefits for you.
In this blog post, let's take a deeper look into WhatsApp’s new pricing changes, analyze what this means for your business and how you can adapt to make the most of these changes.
Let’s get started!
Why is Meta switching from per-conversation pricing to per-message pricing?
The answer is two-fold:
- Provide businesses with clearer ROI by charging for each message rather than 24-hour conversation windows.
- Align WhatsApp's pricing structure with other communication channels.
When does this come into effect?
A lot of these changes will happen in a phased manner, starting November 1, 2024. Here’s the timeline:
What this means for your business
1. Customer support will get better
Free customer service conversations will significantly lower your support costs. You can gear up your team to effectively close L1 tickets, most of which would fall under the 24-hour window.
Starting November 1, 2024, service conversations will be free for all businesses, with free tier conversations becoming unlimited instead of capped at 1,000. This change opens up new possibilities for enhancing your customer support strategy on WhatsApp.
2. Free entry point and service conversations
With the launch of per-message pricing, free entry-point conversations will work the same way but will be measured in messages instead of conversations. Here's how it works:
- If a WhatsApp user messages you via a free entry point (when they click on a WhatsApp Ad or Facebook Page Call-to-Action button), you can respond with any type of message for free within 24 hours.
- This opens a free entry point customer service window that lasts 72 hours.
- You can continue to message the user using any type of message while this window is open, at no charge.
Remember, a customer service window must be open between you and a WhatsApp user before you can send them a non-template message. Also, even during this window, you will be charged if you send a marketing-templated message.
3. Utility messages will become cheaper
Starting April 1, 2025, utility templates sent within a customer service window will be free for all businesses. This is a game-changer for businesses that rely heavily on transactional messages.
Imagine this: A customer inquires about their order status. You can now respond with real-time updates, send a tracking link, and even offer additional product recommendations – all without incurring any charges. This not only enhances customer satisfaction but also opens up new opportunities for upselling and cross-selling within the same conversation.
To maximize this benefit, consider redesigning your communication flow to utilize these templates efficiently within the given timeframe. This change allows you to maintain frequent, valuable touchpoints with customers, enhancing the overall customer experience while keeping costs in check.
4. WhatsApp marketing will become pricier
With the new pricing changes, it's time to refine your targeting and ensure your messages are highly relevant. Focus on quality over quantity in your outreach. This shift encourages a more strategic approach to marketing communications, potentially leading to better engagement rates and ROI despite the increased per-message cost.
You can also devise a more strategic approach for marketing communications, where you can use platforms like Fyno to send your messages through the most cost-effective channel.
How can Fyno help
As a Meta partner, we're uniquely positioned to help you navigate these changes and optimize your WhatsApp messaging strategy. Here's how Fyno can support your business:
- Smart routing logic: Our powerful workflow engine allows you to design intelligent communication flows. This ensures you're using the most cost-effective channel for each interaction, whether it's WhatsApp, SMS, or email.
- Unified template management: Manage all your WhatsApp utility templates in one central hub, along with templates for other channels.
- Advanced analytics: Gain deep insights into your WhatsApp messaging performance. Track metrics like open rates, response rates, and conversion rates to continually refine your strategy and maximize ROI.
- Meta tech partner expertise: As a Meta tech partner, we have direct access to the latest updates and best practices. We can provide you with expert guidance on leveraging even the newest WhatsApp Business features like WhatsApp Flows and adapting to these pricing changes.
Quick question: Are you set up directly with Meta or through a BSP? If it’s the latter, this guide could be especially helpful — it compares the benefits of working with a tech partner vs a BSP.
- Seamless integration: Fyno's universal API makes it easy to integrate WhatsApp messaging into your existing systems without complex coding or constant maintenance.
Looking ahead
The changes to WhatsApp's pricing model present both challenges and opportunities. By focusing on targeted, relevant messaging and leveraging the right tools, you can embrace these changes and turn them into an advantage.
Remember, the key is to deliver value with every message. Whether it's timely customer support, personalized marketing, or crucial utility notifications, make each interaction count.
Ready to optimize your WhatsApp strategy for the new pricing model? Let's chat about how Fyno can help you streamline your communication, reduce costs, and boost engagement across all channels.
