[Important] WhatsApp API Update and timeline

I. General summary:

- Effective March 1, 2023: User-initiated conversations via call-to-action (CTA) buttons in ads that redirect Clicks to WhatsApp or Facebook Page will have an extended free conversation window from 24 to 72 hours.

- April 1, 2023: Changes to the free conversation tier will take effect for all accounts except those managed by Business Solution Providers or businesses (in this case: you) that do not rely on a Meta partner to integrate the On-Premises API.

ALL BUSINESS NEED TO CHECK THEIR TEMPLATES AGAIN IN WHATSAPP MANAGER AND CHANGE IT IN ACCORDANCE TO THE NEW RULES

- June 1, 2023:

Your business will still be able to try the WhatsApp Business Platform with 1,000 free user-initiated conversations each month. Business-initiated conversations will no longer be included in the free tier. Each WhatsApp Business Account (WABA) will receive 1,000 free user-initiated conversations each month (regardless of the number of numbers attached to the WABA). This free tier will be renewed every month according to the time zone that is tied to the WABA.

+ Businesses (you) using WhatsApp Business Platform will be charged per 24-hour conversation, with different rates according to conversation category.

+ Four new chat categories to be introduced: utilities, authentication, marketing and services. User-initiated conversations will be categorized as “service conversations”.

+ Rates for authentication will be published at a later date ahead of the June 1st launch.

II. Detailed summary:

WhatsApp Business Platform is changing its price-conversations effective June 1, 2023. Here's what you should know:

1. New message categories

Businesses (you) using this platform will be charged based on 24-hour conversations and there will be different rates for each category of conversations. The three new conversation categories for business-started conversations are Utility, Authentication, and Marketing.

There are three categories of business-started conversations (all of which require customer opt-in):

  • Utilities category conversations - Facilitate certain agreed upon requests or transactions or updates to customers regarding ongoing transactions, including post-purchase notifications and recurring billing reports

Example: "Thank you for your order! See you next week!"

  • Authentication category conversations - Allows a business to authenticate (the process of identifying) customers with OTP (One-Time Passcodes), potentially at multiple steps in the process (such as account verification, account recovery, integrity barriers)

Example: "Your OTP code is 5367"

  • Marketing category conversations - Including promotions and offers, information updates, or invitations for customers to respond/take the next step. If there is a conversation that is not included as a utility or authentication it will be entered into the marketing category conversation.

Example: “Thank you for your order! Use code SAVE20 for an additional 20% off your next order!”

The fourth category is service conversations – all user-initiated conversations will be categorized as service conversations, which help answer customer questions.

How it Works

Starting April 1, 2023, you will have to select a category via WhatsApp Manager for all created message templates.

Whenever an accepted message template is sent, it will be charged to the conversation unless it is sent in a conversation from the same category.

For example, if a utility template is submitted in a service conversation, it will open a separate utility conversation for the next 24 hours after the utility template is submitted.

If a utility template is submitted while a utility conversation is open, it will not open a new utility conversation or create a new bill. Here are some examples to illustrate how conversation works.

2. Changes to the free conversation entry point:

Effective March 1, 2023

The conversation will not be charged when the user sends a message to the business (you) using the CTA (call-to-actions) button to WhatsApp or Facebook Page. Starting March 1st, when a user sends a message to a business (you) through this entry point, the free chat window will be extended to 72 hours instead of 24 hours.

While the free conversation entry point is still open, no conversation categories can be opened, even if the business (you) submits the template in a three-day (72 hour) free conversation entry point window.

Standard/ordinary prices apply to advertisements/Ads that direct clicks to WhatsApp. Conversations started by ads are free, but ads are not.

References:

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