WhatsApp Business is now introducing some changes to its pricing structure.
This move announced recently, aims to enhance user experience while addressing rising concerns about spam messages among users.
This photo illustration shows a woman checking the settings of the messaging application WhatsApp, in Bangalore on October 25, 2022, after the application was hit by a global outage, according to reports by monitoring site Downdetector and user complaints on social media.
WhatsApp Business' New Pricing Strategy
TechCrunch reports that starting August 4, WhatsApp Business will implement new per-conversation rates for utility messages, followed by adjustments to marketing message rates on October 4. This is the first update since the platform shifted from a flat-rate system to category-wise charges.
Under the new structure, utility message rates will decrease significantly, while marketing message rates will see an increase. Utility messages, which include post-purchase notifications and billing statements, will now be more affordable for businesses. Conversely, marketing messages, which encompass promotions and offers, will incur higher costs.
These changes will vary by region. For instance, in India, the rate for marketing messages will rise from $0.0099 to $0.0107, an 8% increase. Meanwhile, utility message rates will drop from $0.0042 to $0.0014, a 67% reduction.
This adjustment is designed to encourage businesses to utilize WhatsApp for essential communications rather than promotional content.
Addressing Spam Concerns
The decision to alter pricing is largely driven by user feedback. Over the past year, WhatsApp users have expressed frustration over the increasing number of spam messages.
In response, Meta, the parent company of WhatsApp, has been gradually implementing measures to curb this issue. TechCrunch tells us that one such measure is the introduction of "Per-User Marketing Template Message Limits," which restricts the number of marketing messages sent to users.
Earlier this year, Meta tested these guidelines in India, blocking messages deemed less likely to be read. Following positive results, the guidelines were expanded globally last month.
WhatsApp Business has become a significant revenue stream for Meta, boasting over 200 million users. By adjusting pricing, Meta aims to create a more balanced and user-friendly environment that still provides value to businesses.
The lower rates for utility messages are likely to encourage businesses to adopt WhatsApp as a primary channel for customer communication.
WhatsApp to Let Users Attach Notes to Contacts
In related news, WhatsApp is testing a feature that allows businesses to attach notes to contacts, improving contact management (via WABetaInfo).
This feature, available to beta testers with the latest Android update (2.24.15.6), enables businesses to add, view, edit, and delete notes directly within the chat info screen. These notes are private and only visible to the business, ensuring confidentiality.
This new tool is designed to help businesses keep track of important customer details and interactions, ensuring that crucial information is easily accessible and well-organized. The feature is expected to roll out to more users over the coming weeks.
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