Understanding WhatsApp Business API pricing structure: A simplified guide

Navigating the WhatsApp Business API pricing structure can be confusing, especially with the different categories and conditions that determine costs. This guide aims to break down the key components of their conversation-based pricing model and explains how it integrates with the Sinorbis Experience Platform.

What is a conversation?

The WhatsApp Business Platform employs a conversation-based pricing model for communication and billing. Conversations are defined as 24-hour message threads between a WhatsApp Business API account and a contact. Once a conversation is opened, subsequent messages within that 24-hour window fall under the same conversation.

Conversation-based pricing empowers you to create better customer experiences and be more engaged with your audience - WhatsApp

This conversation model is designed to streamline communication by allowing multiple messages to be exchanged within a designated timeframe, avoiding additional costs per message. This approach encourages businesses to be more responsive to provide quality service, along with more meaningful and personal interactions within a 24-hour period, rather than being rushed and constrained by a per-message pricing system.

Conversation categories

Conversations can be categorised based on the content and intent of the messages. WhatsApp uses this categorisation system by charging different rates when a conversation category is opened. Similarly, at Sinorbis we will measure each conversation category that is opened, however, all categories will be treated as equal.

Conversations are categorised based on their content and purpose: 

• Marketing: Used for sending promotions, product announcements, or ads. 

• Utility: For transactional messages like order confirmations, shipping updates, or appointment reminders. 

• Authentication: Used to verify user identity with passcodes. 
• Service: For customer support or inquiries. 

For instance, a marketing template message might open a marketing conversation, which remains open for 24 hours unless another message category is initiated, which will count as a new conversation opened. 

Understanding these categories helps organisations manage their communication strategies effectively, ensuring they only open new conversations when necessary.

Opening a conversation

There are two primary ways to start a conversation on WhatsApp Business:

1. Free-Form Messages: These are spontaneous messages sent during the 24-hour window of an ongoing interaction. They are flexible and can be used to respond to customer inquiries or continue a dialogue.
2. Template Messages: These are pre-approved, structured messages that are particularly useful for reaching out to customers after 24 hours have passed since the last interaction or when initiating contact with a new customer.

Messaging limits

The number of conversations a business can initiate within a 24-hour period is subject to limits, often starting at 250 conversations which can be scaled up to an unlimited number of conversations over time, depending on your organisation’s needs and the quality of your message such as open rates and number of block or SPAM reports, which is vetted by Meta. You can request to increase this limit based on your organisation’s needs and the engagement levels observed from your messages.

What is a Sinorbis Credit?

WhatsApp charges different rates for conversations depending on the country, making it challenging to manage costs effectively. To simplify this process, Sinorbis has developed a credit system where each credit allows for a certain number of conversations, based on the region you are messaging.

Sinorbis credits provide a predictable way to standardise the complex pricing models of various social messaging channels on the Sinorbis Experience Platform. The base messaging add-on for a Sinorbis subscription starts with 1,000 credits per month, with options to increase this limit based on your communication needs. Any unused credits will expire at the end of the month. Below is a breakdown of how many conversations one Sinorbis credit allows on WhatsApp in specific regions. Please note that the credit allocation per country is subject to change if Meta updates its pricing rates.

Navigating the intricacies of WhatsApp Business API pricing can be challenging, but understanding how it works is crucial for optimising your communication strategies. If you have any questions or want to learn more about how this pricing structure can work for your organisation, contact our WhatsApp specialists below.