As of June 1, 2023, there has been a change in the prices Templates that Include charged for the official WhatsApp API, for those active messages sent from the company to the customer.
These messages will have new categories such as: marketing, utilities, authentication and service conversations, which today are called message templates or HSM (High Structured Message), also known as buy phone number list template messages , for a pricing model based on conversations.
Businesses will be charged for active conversations (when the business initiates the conversation with the customer) or passive conversations (when the customer initiates the conversation with the business)
The new conversation categories are:
Conversations Utilit Updates Templates that Include
Business-initiated whatsapp business conversations related o a transaction, including post-purchase notifications and recurring billing statements for opt-in customers.
Authentication Templates that Include
Enterprise-initiated conversations that enable selecting references for shooting and processing photos companies to authenticate users with one-time passwords at multiple steps during the login process, such as account registration, account recovery, and integrity challenges.
Marketing talk
Conversations initiated by companies to market a product bulk lead or service to customers, such as relevant offers for customers who have chosen to participate, that is, who are OPT-IN, carried out through campaigns with mass sending via WhatsApp .
Any business-initiated conversation that does not qualify as an authentication or utility conversation would also fall into this category.
This was a big change, as marketing communications were previously not allowed. Now the strategy is gaining traction in companies because the message reaches their audience wherever they are. With WhatsApp Marketing , your message reaches customers in real time, providing relevant interactions and increasing your online presence.
Service conversations
Any conversation initiated by the user, such as to resolve a query or a conversation with the business.
Service conversations will only be initiated when there are no open conversation windows. The business responds to the user with a free-form message within the 24-hour customer service window.
If the business sends a message or replies to the user with a message template. In the open service conversation window, this will start a new conversation based on the template category.
Examples of service models, authentication and marketing
Service models
Service models are related to specific, previously authorized transactions and must perform one of these actions:
Confirm or suspend a transaction Provide a post-transaction update or reminder. and marketing content will be classified as marketing templates.