WhatsApp recently shifted from template-based pricing to Conversation based pricing. In Conversation based pricing, WhatsApp charges businesses based on conversations clocked in a 24-hour period.
Q What are WhatsApp Conversations?
A Conversation means when a business messages a user (thus initiating the Conversation) or replies in response to a user's message. All incoming messages from users are FREE and only chargeable if the business responds to the user's message.
Q What are WhatsApp Conversational Credits?
Conversation credits are charged against the creation of every new conversation.
Conversations are of two types-
User-Initiated
When a business texts a user in response to a user's message within 24 hours of the user's message, the conversation is user-initiated.Business-Initiated
When the business sends the first message (only pre-approved template messages are allowed), the conversation is business-initiated.
To know more about conversational pricing & examples of user & business-initiated conversations, check out this blog.
Types of WhatsApp Conversations (Update 1 June 2023)
1. Marketing Conversation Category
Marketing conversations are all about grabbing attention and promoting offers, informational updates, abandoned cart reminders, discount coupons or invitations for customers to respond or take action. Any conversation that doesn't fall under the utility or authentication categories is considered a marketing conversation.
Businesses engaging in marketing conversations will be charged at a rate of 81p per conversation for a 24-hour Marketing Conversation Window.
Example: "Hey there! We're thrilled to offer you a 30% discount on our new collection. Hurry, this offer ends soon! Reply with 'YES' to claim your discount."
2. Authentication Conversation Category
Authentication conversations play a crucial role in ensuring the security and integrity of user accounts. This Conversation category enables businesses to authenticate users with one-time passcodes, potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).
These conversations involve multiple steps and help businesses verify the identity of their users. The cost for each authentication conversation is 35p per conversation within a 24-hour Auth Conversation Window.
Example: "1024 is your authentication pin. Kindly add this to log in to your Serri account"
3. Utility Conversation Category
Utility conversations are designed to facilitate specific requests or transactions that users have initiated or to provide updates related to ongoing transactions. This category includes post-purchase notifications, order confirmation, delivery updates, recurring billing statements, and other transaction-related information.
Each utility conversation comes with a charge of 35p per conversation within a 24-hour Utility Conversation Window.
Example: "Great news! Your recent order has been shipped and is on its way to you. You can track your package using the provided tracking number. We appreciate your business!"
4. Service Conversation Category
Service conversations revolve around user-initiated inquiries and aim to provide exceptional customer support and assistance. Whether users have questions, or concerns, or require help, businesses are there to resolve their queries promptly. All user-initiated conversations fall under the service conversation category.
Similar to utility conversations, the cost for each service conversation is 35p per conversation within a 24-hour Service Conversation Window.
Example: "Hello! How can we assist you today? Our dedicated support team is here to help resolve any issues or answer any questions you may have."
Examples explaining Updated WhatsApp Conversation Pricing
Example 1 - Opening a marketing conversation inside a service conversation
A service conversation is opened at 11:36 AM when a business response to a customer message is delivered. A marketing template is delivered while this service conversation is still open at 11:53 AM.
This opens a separate marketing conversation. The result is one charge for a service conversation and one charge for a marketing conversation (valid for 24 hours).
Total cost combining the charges for Marketing and Service category Conversation (for Indian users) - ₹0.81 + ₹0.35 = ₹1.16
Example 2 - Opening a utility conversation inside a marketing conversation
A marketing conversation is opened at 11:36 AM when a marketing template message is delivered.
Later, with the marketing conversation still open, a utility template is delivered at 6:00. This opens a separate utility conversation. (each valid for 24 hours)
The result is one charge for a marketing conversation and one charge for a utility conversation which again equals a total of: ₹0.81 + ₹0.35 = ₹1.16
Example 3 - Two templates of the same category result in only one conversation charge
A utility conversation is opened at 1:04 PM when a utility template message is delivered.
Later, with the utility conversation still open, another utility template message is delivered at 2:00 PM (each valid for 24 hours). There is no new conversation charge because the template category used within the open conversation window did not change.
Thus, the business will only be charged for one Utility Conversation which comes out to be: ₹0.35
Q When are conversation credits charged?
Whenever the business sends a message, either in response to a user's message or to initiate a conversation, the business has to pay for a conversation.
Both user-initiated & business-initiated conversations have separate charges!
User-initiated conversations cost 35p/ conversation (for Indian users).
While Business-initiated conversations cost 55p/ conversation (for Indian users).
What does the updated WhatsApp Conversation pricing mean for Serri users?
Are you wondering how the updated WhatsApp Conversation pricing will affect you if you're using Serri ?
Well, not much exactly!!
All that's changing is the way WhatsApp charges you.
You need to be mindful of picking the correct messaging category while creating template messages in Serri . Also, make sure that the content of your template message doesn't contradict the messaging category.
E.g. If you pick Utility Conversation category but add a promotional text in it, the submitted message will be rejected. Even if it's approved, you still will be charged for a marketing message.
Rest everything stays the same.
Q Why do I see a Low Conversation Credit Message?
Whenever the conversation credits are less than 10₹(for INR pricing)/ 1$(for USD pricing), you need to recharge the conversation credits to send messages. Without recharging, you will be restricted to:
Intervene and send new messages to users
Create new Broadcast campaigns
Trigger API campaigns
Q How do I recharge Conversation Credit?
If you are a project owner, you'll see a similar section on the Dashboard page or in the Billings section as shown in the above image.
** Agents/Managers can contact the project owner for the recharge.
Q Why do I need to separately recharge Conversation Credits apart from platform pricing?
Charges for WhatsApp Conversation Credits (WCCs) are levied directly by WhatsApp, acting as their main source of revenue from WhatsApp Business API.
But, there's another separate cost charged by the WhatsApp partner for providing you the platform, services & assistance so that you can use the WhatsApp Business API for your organization.
You can start with the Serri Platform for as low as Rs 999/ month for the Basic Unlimited users' plan. Kindly note that the WhatsApp Conversations charges are separate from the Serri Plan.
There's also a Pro-plan that costs Rs 2399/ month which includes all features of the basic pan & offers additional features like Broadcast Scheduler, Click-tracking (upcoming), Campaign Budget & up to 100 Tags & 20 Attributes. Kindly note that the WhatsApp Conversations charges are separate from the Serri Plan.
Explore features included in both pricing plans here.