As of today, June 1st, the new categorization and pricing format for WhatsApp API message templates has been established. This new usage policy must be followed by companies that use WhatsApp to talk to their customers from the TalkAll Customer Care platform.
Meta's robots will be responsible for identifying the context of each message sent or received, within the WhatsApp conversation windows, intermediated by TalkAll, and categorize them. With this, the charges will be made with differentiated values, depending on the use.
Since April 1st the templates have been updated to the new categories in order to comply with the new guidelines for templates. After that, it was possible to parse and edit the category of a message template.
In other words, new prices have now started to be charged: Conversations will be charged by the category of your message template.
What was it like before?
Previously all conversations were divided by the platform manager into 24-hour sessions.
There were then only 2 categories of conversation, or message templates, those initiated by the company (active contact), sent by a message template, and those initiated by the user (your customer, the passive contact). In this case, companies could send free-form messages, as long as they were within this service window, without additional charges.
The rates of conversations initiated by companies and by users varied by country or region.
What does NOT change?
The chat session starts when the company's service sends the first message to the customer, either in a self-initiated conversation or a reply sent because of a message from the customer. The conversation is only charged from the first response from the company.
It will still be possible to send messages in text, media (with image, video, audio, document, and sticker), contact, location, interactive (lists, Reply buttons, as well as single-product and multi-product messages), and message templates.
How will it look?
Each session has only one charge and that remains, there will be no changes in the types of messages that can be sent through the platform.
The new WhatsApp API categories and their billing models.
Authentication: Enterprise-initiated to authenticate users with one-time passwords during access and/or login, including account registration, account recovery, and integrity challenges, whether sent via bot, system, or via manual.
Example: The code for account authentication is TALKALL232387. The use is exclusive and personal.
The value* of an authentication session is $0.0315 (cents).
Utility: Also initiated by the company, these are tied to transactions such as sales notifications, post-sales, and recurring billing statements for customers who have chosen to receive this type of message.
Example: A transaction for R$450.00 Reais was made on your card with a 2520 final.
The value* of a utility session is $0.0350 (cents).
Marketing: These messages are related to the company, its products or services, including promotions or offers, welcome and goodbye messages; updates, invitations, personalized recommendations, requests for responses or transaction completion. A company-initiated conversation not classified as authentication or helpfulness will fall into this category.
Example: Thank you for shopping with us! Use the code TALKALL23 to get 20% off your next order.
The value* of a marketing session is $0.0625 (cents).
Service: These are all conversations that are initiated by users and are usually associated with customer questions or requests.
The value* of a service session is $0.0300 (cents).
Other important information:
Conversations started from Facebook or Instagram ads, which forward to WhatsApp the conversation is characterized as Service and the window will be extended to 72 hours. They are still not charged, but the ads are charged.
The 1,000 free conversations will remain, but only those initiated by users, no longer by companies. Those initiated by the company will no longer be included.
Charges follow the prices set by WhatsApp - META according to the customers' country of origin.
For more information, access the Meta link
*All amounts quoted are stipulated and paid directly to WhatsApp-Meta. TalkAll has no stake in these values.
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