WhatsApp Business is changing its message rates to reduce marketing spam while maintaining utility for users and businesses.
Effective August 4, WhatsApp Business will lower rates for utility messages such as order updates and account balances. Conversely, starting October 4, rates for marketing messages-such as promotional offers and new product announcements-will increase. This adjustment marks the first WhatsApp conversation rate update since the platform transitioned from a flat-rate model to category-specific charging.
The revised rates vary by region. For instance, in India, marketing rates will rise from $0.0099 to $0.0107 (+8%), while utility conversation rates will decrease significantly from $0.0042 to $0.0014 (-67%).
WhatsApp Business categorizes messages into marketing, utility, authentication (like one-time passwords), and service (customer inquiries). These changes are intended to incentivize businesses to prioritize WhatsApp as a primary channel for customer communication.
WhatsApp has faced user complaints about increasing spam messages over the past year. In response, the platform has implemented measures to curb spam, including testing restrictions on marketing messages. These efforts, such the "Per-User Marketing Template Message Limits" guidelines, aim to ensure that messages are relevant and valuable to users.
A Meta spokesperson emphasized WhatsApp's role as a versatile platform for various user needs, from customer inquiries to receiving offers and updates. The company seeks to strike a balance where users can enjoy a positive messaging experience with businesses on WhatsApp.
WhatsApp Business has become a significant revenue contributor for Meta, reflecting its adoption by over 200 million businesses worldwide, underscoring its importance within Meta's ecosystem.
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