Starting February 1st, 2022, WhatsApp will transition from a notification-based pricing model to a conversation-based pricing model globally.

What is different now?

WhatsApp will transition from a per template/session charge to a complete conversation-based model on February 1st, 2022. Message charges will be applied depending on who started the conversation – the business or the user.

Conversation Based Pricing is the new pricing model.

The new pricing model is determined by who starts the conversation. There are two types of conversations, each with its price:

    • User initiatedThese are conversations that begin when a user messages a company. A company that responds to this message within 24 hours is considered a user-initiated conversation. Within these 24 hours, businesses can send free-form messages.


  • Business Initiated ConversationThese is interactions in which a company contacts a user. These business-initiated conversations will necessitate the use of a message template.

All conversations are timed in 24-hour increments. The conversation begins when the first business message in a chat is delivered, whether initiated by the business or in response to a user message.

Businesses and users can exchange an unlimited number of messages, including template messages, during a 24-hour conversation session without incurring additional charges. Each 24-hour conversation session is charged a single fee.

What does this mean for your Business?

  • A business that send Frequent Notifications: If you send multiple Broadcast messages on WhatsApp within 24 hours, you will only be charged for a single conversation per user for initiating the conversation.
  • A business that send Infrequent Notifications: If you send messages over multiple 24-hour periods, you will now be charged for each conversation based on business-initiated conversation pricing.
  • Customer Service on WhatsApp: You will be charged based on the user-initiated conversation-based charges if you respond to incoming user-initiated messages.

Meta (Facebook) wants businesses to use WhatsApp as a two-way communication tool to help solve problems. They want it to remain a channel through which customers can quickly contact brands for a quick resolution.

They also want to keep the conversations relevant by discouraging too many brand notifications. This move will help establish WhatsApp as a trusted medium of brand communication while also improving the customer experience.

What should businesses do to maximize the benefits of the new pricing model?

1. If you use Whatsapp for customer service, try to respond to inquiries as soon as possible. Surepass’s Multi-Agent Dashboard For WhatsApp can help you manage your customer support effectively. If your support team has a limited number of work hours, consider developing a WhatsApp Chatbot to assist with basic support queries on WhatsApp.

2. If WhatsApp is your primary marketing channel, you must concentrate on providing value to your customers via your notifications. This will also contribute significantly to a positive customer experience.

How does CBP alter the pricing of Surepass?

Surepass’s pricing follows in the footsteps of WhatsApp’s conversation-based pricing change. Here’s a quick rundown of the changes if you’re a Surepass customer.

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