WhatsApp Business is implementing new per-conversation rates aimed at reducing marketing spam. The updated pricing structure decreases rates for utility messages and increases rates for marketing messages.
Meta, the parent company of WhatsApp, charges businesses based on four message categories: marketing, utility, authentication, and service. Marketing messages include offers and new products, while utility messages involve order updates and account balances. Authentication messages are for one-time passwords, and service messages handle customer inquiries.
When Will the New Rates Take Effect?
The new utility rates will be effective from August 4, and the new marketing rates will apply from October 4. This update is the first since WhatsApp transitioned from a flat rate for all conversations to category-specific rates.
For example, in India:
- Marketing rates will increase from $0.0099 to $0.0107 (+8%)
- Utility message rates will decrease from $0.0042 to $0.0014 (-67%)
These adjustments are likely to encourage businesses to adopt WhatsApp as a primary communication channel with customers.
How Is WhatsApp Addressing Spam Complaints?
User complaints about an increase in marketing messages on WhatsApp have highlighted the issue of spam on the platform.
In response, WhatsApp has introduced measures to protect users. Earlier this year, it began testing restrictions on marketing messages sent in India through “Per-User Marketing Template Message Limits” guidelines. While Meta does not set a strict limit on the number of messages brands can send, it blocks messages that are “less likely to be read.”
After the testing period, Meta expanded these guidelines globally last month. A Meta spokesperson stated, “People turn to WhatsApp to do everything from asking questions about a product, receiving a boarding pass, or getting an offer for a holiday sale. There can be too much of a good thing, so we’re working to find the right combination of tools to get this right so people continue having a great experience messaging businesses on WhatsApp.”
WhatsApp Business has become a notable contributor to Meta’s revenue. Last year, Meta reported that there are more than 200 million WhatsApp Business users.
Featured Image courtesy of Thomas Trutschel/Photothek via Getty Images
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